Vol. 7, Issue 1, Part F (2025)

The Indian two-wheeler industry is highly competitive, and after-sales service quality plays a vital role in ensuring customer satisfaction and brand loyalty. This study examines the service quality of Honda two-wheeler service centers, specifically focusing on SuryaBala Honda, using the SERVQUAL model. A gap analysis is conducted to measure the discrepancies between customer expectations and perceived service quality across five key dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy. The research employs ANOVA, correlation, and regression analysis to determine the impact of service quality on customer satisfaction. Findings reveal that responsiveness has the highest service gap, followed by reliability. Based on the results, strategic recommendations are provided to enhance customer service and strengthen brand loyalty.