INTRODUCTION Identifcation of the problem with the service quality and delivering it to the satisfaction of the customers is the main aim of any service provider in the market. Service quality is a qualitative indicator both for customers as well as sellers. Service is an important aspect, which satisfes the needs of the clients. Customers always expect a potentially great service from any sales transaction. The evaluation of service quality becomes quintessential in understanding the effectiveness of the service provided by the trader. Keeping this aspect in mind, a micro study was conducted to analyze the impact of service quality on customers of Cauvery Motors Pvt. Ltd., Mangaluru, by using the SERVQUAL scale. LITERATURE REVIEW In order to position the present research in relation to existing knowledge, the brief literature review gives us a headway in understandinng the signifcance of service quality in different sectors. Parasuraman et al. (1988) have characterized the beneft of quality from numerous points of view, including specialized quality, utilitarian quality, and reputational quality, as components of the administration quality. Authors stated that the SERVQUAL framework with fve measurements was utilized for estimating administration quality to think about the clients’ desires. Johnston, Silvestro, et al. (1990) identifed several factors of quality and categorized them. One of them included the main factor which would result in consumer gratifcation. Some factors also boost company image. Since the customer is involved directly and indirectly in the delivery of service, quality can be easily measured, if not instantly. Yi (1990) stated that client gratifcation was a necessity. Shopping experience was evaluated to understand the service quality and to improve on that. Ghobadian et al. (1994) stated that it is signifcant in grocery retailing. They mentioned the importance of service quality because of its high requirement in the modern, competitive environment. Since every customer expects a good service quality, it is essential to evaluate the quality of services. Birtwistle et al. (1999) stated that the reason for evaluating service was because the higher offcials in a company would have a different opinion from the consumers or the shop managers. They say that clients thinking of a particular store format and the company’s store format both to be in the same way. Presbury et al. (2005) expressed that it is very important to provide a level of service which will make the customers happy. Antony et al. (2004) stated that by administering good quality of service everyone feels happy. If customers are not happy with something, then the service is not good. Hence, it is important to provide decent quality service (Thompson et al. 1985). In the era of increased competition, enhancement of service quality and its measurement is one of the signifcant issues in developing effciency and growing the business (Anderson & Zeithamal, ASSESSING THE CUSTOMER SATISFACTION BY MEASURING SERVICE QUALITY USING SERVQUAL SCALE Anjali Ganesh* Abstract: The customer always expects a potentially great service from any business deal. The evaluation of service quality becomes quintessential in understanding the effectiveness of the service provided by the trader. Keeping this aspect in mind, a micro study was conducted to analyze the impact of service quality on customers of Cauvery Motors Pvt. Ltd., Mangaluru, by using the SERVQUAL scale. Twenty-two items that involve all fve service dimensions as prescribed by Parasuraman et al. (1988) were used to understand customer perception on service quality. On the basis of service dimensions viz., Tangibles, Reliability, Responsiveness, Assurance, and Empathy, the responses were found to be satisfactory to the customers. Only the tangibility factor has to be worked on as there is more gap between expectation and perception. As per the calculation of weighted scores, there exists very little difference between the customer expectations and their perception regarding the service. Keywords: Tangibles, Reliability, Responsiveness, Assurance, Empathy, Service Quality * Professor, Department of Business Administration, St Joseph Engineering College, Vamanjoor, Mangaluru, Karnataka, India. Email: anjaliganeshk@gmail.com International Journal on Customer Relations 8 (1) 2020, 01-10 http://publishingindia.com/ijcr/