Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty – A case study of home appliances business. (May 2016)

• Record Type: Journal Article
• Authors: Murali, S.; Pugazhendhi, S.; Muralidharan, C.
• Is Part Of: Journal of retailing and consumer services. Volume 30(2016)
• Page Start: 67
• Page End: 83
• Publication Date: 2016-05
• Subjects: After sales service -- Customer satisfaction -- Customer retention -- Customer loyalty -- Service winner -- Service qualifier; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2016.01.001
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: After sales services (ASS) are activities that take place after the purchase of the product by customers and are devoted to supporting customers in the use and disposal of goods. ASS can create sustainable relationships with customers and contribute significantly to customer satisfaction. The purpose of this study is to evaluate the ASS quality by measuring the level of customer satisfaction (CS), customer retention (CR) and customer loyalty (CL) through the SERVQUAL dimensions comprising of ASS attributes and also to check which such ASS-based dimensions of SERVQUAL needs to be focused more on improving the quality of ASS with the consideration of firms involved in manufacturing the home appliances. For this purpose research models were proposed to examine the influence of ASS attributes on CS, CR and CL for three different products such as Gas Stove, Water Purifier and Mixer Grinder from the home appliances sector and tested by multiple regression analyses on data collected through the structured survey questionnaire, with a five-point Likert scale. The study has demonstrated the application of multiple regression analysis in studying the influence of ASS attributes on CS, CR and CL, and the results of the study have helped in analysing the performance of the case companies so as to devise suitable strategies in improving CS, CR and CL. Highlights: After sales service is regarded as a key revenue generator and competitive differentiator. It can be seen that no such study has been made for after sales service, in enhancing customer satisfaction, retention and loyalty. Research models were proposed and tested by multiple regression analyses.