This study seeks to examine service quality in the context of automobile industry from customer's point of view using SERVQUL model that has five main dimensions, viz., tangibles, responsiveness, reliability, assurance and empathy. A questionnaire was personally distributed to 120 customers selected randomly from three service locations of a Saudi Automotive Company (SAC) from three geographic locations in Saudi Arabia. The study also concludes that the most important quality dimensions from customer's viewpoint was the reliability and assurance followed by tangibility and responsiveness while the empathy dimension was the least important