International Journal of Commerce and Management Research

author(s)
Shehnaz Sheikh, Dr. Manisha Surti

abstract
The service being intangible in nature is majorly based on consumer experience and what they have perceived throughout, in order to measure the quality of the service in order to stay relevant in context to the standards of the service industry the parameters and dimensions are required to be analysed to know how par is one's service quality is. This article is an attempt to analyse five dimensions of SERQUAL model of service quality in district of Surat, Gujarat mainly in Kamrej, Kadodara and small rural areas nearby. The demographic characteristics has been represented to give insight about what are the different expectation levels and affect of these dimensions are on different demographic characteristics chosen here. Frequency statistics has been used to count the number of times that each variable occurs. This study emphasises on the impact of SERVQUAL dimensions on the consumer experience and service quality at Hero Motocorp.