FACTOR INFLUENCING OPERATIONAL EFFICIENCY AND ITS IMPACT ON CUSTOMER SATISFACTION: A CASE STUDY OF AMY ROSLI GARAGE

Abstract

This study investigates the impact of operational efficiency on customer satisfaction at Amy Rosli Garage, a small automotive repair shop located in Perak, Malaysia. The research identified critical challenges, including a shortage of skilled labour, limited availability of spare parts, and limited access to modern diagnostic tools. A quantitative approach was employed, utilising a structured survey that targeted customers, focusing on service quality, timeliness, and overall customer perception. Findings revealed that operational inefficiency has a direct negative impact on customer satisfaction, which in turn affects business performance. Practical recommendations include workforce training, supplier partnerships, and investment in advanced diagnostic equipment to improve service quality and competitiveness. This study contributes to the understanding of how operational factors influence customer satisfaction in small and medium-sized automotive enterprises.