After Sales Service

Powerful Essays
AN EMPIRICAL ANALYSIS OF AFTER SALES SERVICE AND CUSTOMER SATISFACTION
Abstract. In today’s ever changing competitive environment, business cannot survive unless they satisfy their customers. The delivery of after sales service by a company is critical in satisfying customer needs and perceptions. In order to have quality after sales service a proper delivery system has to be in place. This is an empirical study on after sales quality of Pakistan’s automotive battery manufacturer. The research measured the quality of service in Atlas Battery, selling product with the brand name of AGS by using the Servqual method. The data was collected using an instrument from previous study to study the impact of quality of after sales services on customer satisfaction. The main variables effecting customer satisfaction are product quality and social responsibility. The results reveal that customer satisfaction increases with better service delivery. Keywords: Sales service, customer expectation, human capital, service delivery system, customer satisfaction.

Nazim HUSSAIN
IQRA University, Islamabad Pakistan 5, Khayaban-e-Johar, H-9 Islamabad, Pakistan Email: nazimhussainaiou@gmail.com

Waheed Akbar BHATTI
IQRA University, Islamabad Pakistan 5, Khayaban-e-Johar, H-9 Islamabad, Pakistan Email: sarrsabz@gmail.com

Azhar JILANI
Allama Iqbal Open University, Islamabad Sector H-8, Islamabad, Pakistan Email: jilanis_fsd@yahoo.com

Management & Marketing Challenges for the Knowledge Society (2011) Vol. 6, No. 4, pp. 561-572

Management & Marketing

1.

Introduction

The concept of customer service started in 19th century. In after sales services delivery of service, installations and warranty are significant elements. Customer satisfaction level can be increased either by lowering the expectations of the customers or by improving the customer’s perception of a service (McColbugh, Berry and Yadav, 2000). When we make a purchase we have many yard sticks to measure the



References: Agyapong, G.K.Q. (2011), “The Effect of Service Quality on Customer Satisfaction in Utility Industry”, International Journal of Business and Management, 6(5): 203-221 Anderson, C.R. and Zeithaml, C.P. (1984), “Stage of the Product Life Cycle, Business Strategy and Business Performance”, Academy of Management Journal, Vol. 27, No. 1, pp. 5-24 Anderson, E.W., Fornell, C., Lehmann, “D.R. (1994), Customer Satisfaction, Market Share, and Profitability: Findings from Sweden”, The Journal of Marketing, 58(3):53-66 Anderson, E.W., Fornell, C., Rust, R.T. (1997), Customer Satisfaction, Productivity, and Profitability: Differences between Goods and Services. School of Business Administration University of Michigan. Marketing Service, 16(2)129-145 Bhave, A. (2002), “Customer Satisfaction Measurement, Featured Article, Symphony Technologies”, Quality and Productivity Journal, February Bhatti W.A., Zaheer A., Rehman K (2011a), “The effect of knowledge management practices on organizational performance: A conceptual study.” African Journal of Business Management, 5(7), pp. 2847-2853, April 04 Bhatti W.A., Khan MN., Ahmad A., Hussain N., Rehman K. (2011b), “Sustaining Competitive Advantage through effective knowledge management.” African Journal of Business Management, 5(8), pp. 3297-3301, April 18 Bitner, M.J. (1990), “Evaluating service encounters: the effects of physical surroundings and employee responses”, Journal of Marketing, 54, 69-82 Bolton, R.N., Drew, J.H. (1991), “A Multi-stage Model of Customer’s Assessments of Service Quality and Value,” Journal of Consumer Research, 17 (4), 375-384 Bowman, D., Narayandas, D. (2001), “Managing Customer-Initiated Contacts with Manufactures: The Impact on Share of Category Requirements and Word-of-Mouth Behavior,” Journal of Marketing Research, Vol. 38: 281-297 Brady, M.K., Cronin Jr., J.J. (2001), “Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach”, The Journal of Marketing, 65(3):34-49 570 An empirical analysis of after sales service and customer satisfaction Boulding, W., Karla, A., Staelin, R., Zeithaml, VA. (1993), „Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions” Journal of Marketing Research, 30(1):7-27 Buzzell, R.D., Gale, BT. (1987), The PIMS Principles The Free Press, New York, NY Caro, L.M., Antonio, J., Garcia, M. (2007), “Measuring Perceived Service Quality in Urgent Transport Service”, Journal of Retailing and Consumer Service, 14, 60-72 Chase, R.B., Bowen, B.D. (1991), “Service Quality and the Service Delivery System” in S.W. Brown, E. Gummersson, B. Edvardsson and B. Gustavasson (eds.), Service Quality: MultiDisciplinary and Multi-National Perspectives, Lexington Books, Lexington, MA Cronin, J.J., Brady, M.K., Hult, G. (2000), “Assessing the effects of quality value and customer satification on consumer behavioral intentions in service environments”, Journal of Retailing 76 (2): 193–215 Cronin, Jr., J.J., Taylor, SA. (1992), “Measuring Service Quality: A Re-examination and Extension”, The Journal of Marketing, 56(3):55-68 Davidow, W. (1986). Marketing High Technology, The Free Press, New York Dodds, WK., Priscu, JC., Ellis, BK. (1991), “Seasonal uptake and regeneration of inorganic nitrogen and phosphorus in a large oligotrophic lake: size fractionation and antibiotic treatment”, Journal of Plankton Research 13:1339–1358 Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J., Bryant, B.E. (1996), “The American Customer Satisfaction Index: Nature, Purpose, and Findings”, The Journal of Marketing, 60(4):7-18 Greising, D. (1994), “Quality: how to make it pay”, Business Week, 8 August, pp. 54-9 Gronroos, C. (2008), „Service logic revisited: who creates value? And who co-creates?”, European Business Review, 20(4) : 298-314 Gwinner, K.P., Bitner, M.J., Brown, S.W., Kumar, A. (2005), “Service customization through employee adaptiveness”, Journal of Service Research, Vol. 8, No. 2, pp. 131-48 Hernon, P., Nitecki, D.A., Altman, E. (1999), “Service Quality and Customer Satisfaction: An Assessment and Future Directions”, The Journal of American Librarianship, 25(1): 9-17 Hu, H.H., Kandampully, J., Juwaheer, T.D. (2009), “Relationship and Impacts of Service Quality, Perceived Value, Customer satisfaction and image: empirical study”, The service Industries Journal 29(2): 111-125 Kohli, A.K., Jaworski, B.J. (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, 54 (April), 1-18 Korda, A.P., Snoj, B. (2010), “Development, Validity and Reliability of Perceived Service Quality in Retail Banking and its Relationship with Perceived Value and Customer Satisfaction”, Managing Global Transactions 8 (2): 187-205 Lacobucci, D., Ostrom, A., Grayson, K. (1995), “Distinguishing Service Quality and Customer Satisfaction: The Voice of the Consumer”, Journal of Consumer Psychology, 4(3):277-303 Lehtinen, J.R., Lehtinen, U. (1982), “Service quality: A study of quality dimensions. Unpublished working paper”, Service Management Institute, Helsinki Lewis, R.C., Booms, B.H. (1983), “The marketing aspects of service quality”, in L.L. Berry, G.L. Shostack, G.D. Upah (eds.), Emerging perspectives in services marketing (pp. 99-107), Chicago, IL: American Marketing Association Machleit, K.A., Mantel, S.P. (2001), “Emotional response and shopping satisfaction Moderating effects of shopper attributions”, Journal of Business Research 54 (2):97-106 571 Management & Marketing McCollough, M.A., Berry, L.L., Yadav, M.S. (2000), “An empirical investigation of customer satisfaction after service failure”, Journal of Services Research, 3:121-137 McDougall, G.H.G., Levesque, T. (2000), “Customer satisfaction with services: putting perceived value into the equation”, Journal of Services Marketing 14 (5): 392–410 Meng, J., Elliott, K.M. (2009), “Investigating Structural relationship between Service Quality, Switching Cost and Customer Satisfaction”, Journal of Applied Business and Economics Mohr-Jackson, I. (1998), “Managing a Total Quality Orientation Factors Affecting Customer Satisfaction”, International Marketing Management 27, 109-125 Parasuraman, A., Zeithaml, V.A., Berry, LL. (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49(4):41-50 Paterson, P.G. Spreng, R.A. (1997), “Modeling Relationship between Perceived Value, Satisfaction and Repurchase intentions in Business to Business Services Cintact: an empirical examination”, International Journal of Service Industry Management, 8 (5)414-434 Porter, M. (1985), Competitive Advantage. New York, Free Press Reichheld, F.F., Sasser, W.E. (1990), “Zero defection: quality comes to services”, Harvard Business Review,Vol. 68 No. 5, pp. 105-11 Riemann, L., Leitet, C., Pommier, T., Simu, K., Holmfeldt, K., Larsson, U. (2008), “The native bacterioplankton community in the central Baltic Sea is influenced by freshwater bacterial species”, Applied Environmental Microbiology 74: 503–515 Rust, RT., Zahorik, AJ., Keiningham, TL. (1995), “Return on Quality (ROQ): Making Service Quality24 / Journal of Marketing, October 2002 Financially Accountable”, Journal of Marketing, 59 (April), 58–70 Schneider, B., Bowen, DE. (1985), “Employee and customer perceptions of service in banks: Replication and extension”, Journal of Applied Psychology 70 (3) 423-433 Shaharudin, MR. Muzani, K. Yusof, M. (2009), „Factors Effecting Customer Satisfaction in After Sales Service of Malaysian Electronic Business Market”, Canadian Social Science, 5(6): 10-18 Surprenant, CF., Solomon, MR. (1987), “Predictability and personalization in the service encounter”, Journal of Marketing, Vol. 51, No. 2, pp. 86-96 Vandamme, R. Leunis, J. (1993), “Development of a Multiple-Item Scale for Measuring Hospital Service Quality”, International Journal of Service Industry Management, 4(3), 30-49 Xu, DJ., Benbasat, I. Cenfetelli, RT. (2009), “The Effect of Perceived Service Quality, Perceived Sacrifice and Perceived Outcome on online Customer Loyalty”, Thirteen International Conference on Information system Phoenix, Arizona Ziethaml, VA. (1988), “Consumer Perceptions of price, Quality, and value: A Means-End Model and Synthesis of Evidence”, Journal of marketing, Vol. 52, No. 3, pp. 2-22 Zeithaml, V.A. (1981), “How Consumer Evaluation Processes Differ Between Goods and Services”, in James H. Donnelly and William R. George (eds.), Marketing of Services (pp. 186-190). Chicago: American Marketing Association Zethaml, V.A. Berry, L.L. Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, 2: 31-46 Zeithaml, V.A., Parasuraman, A., Malhotra, A. (2002), “Service Quality Delivery through Web Sites: A Critical Preview of Extant Knowledge”, Journal of Marketing Science. 30(4): 362-375 Zhu, D.S., Lin, C.T., Tsai, C.H. (2010), “A Study on the Evaluation of Customer SatisfactionThe Perspective of Quality, International Journal for Quality research”, 4(2): UDK-005.521 Original Scientific Paper (1.01) 572

You May Also Find These Documents Helpful

  • Powerful Essays

    THE “AFTER-SALE SERVICE PROCESS”: PART II - STRATEGIES December 3, 1999 By Richard G. McNeill, Ed.D, CHME During the Implementation Step The Implementation Step. As discussed in Part I, “The After-Sale Service Process,” customers have three distinctive stages of perspective during “Implementation of the Product/Service” step of the “after-sale service process:” (a) The Novelty Stage, (b) the Learning Stage, and (c) the Effectiveness Stage. Sellers must be aware of and have strategies to…

    • 1842 Words
    • 8 Pages
    Powerful Essays
  • Satisfactory Essays

    Apple Terms of Service Apple call center: Apple call center has 20000 telephones, is the world's largest call center, the incoming calls are more than 1800000 every day and the numbers are increasing. It can be seen Apple's after-sales service is also one of his strengths Customer Loyalty At a very general level, loyalty is something that consumers may exhibit to brands, services, stores, product categories, and activities. There are two advantages of customer loyalty programs. One is to increase…

    • 442 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    After-sales services: A rising revenue model? Posted On May 16th, 2009 By Srabani Sen When Sinee Electronics shifted base from Thane to Delhi, it installed 16 UPS and four inverters to run its office. A popular brand, which provided both UPS and inverters, was very prompt in delivering the products and installing them. Not only that, the two servicemen who had visited the site to install the machines, spent a full day in explaining the On the other hand, good customer service often isn’t good…

    • 2474 Words
    • 10 Pages
    Good Essays
  • Powerful Essays

    After Sales

    • 22679 Words
    • 91 Pages

    Apply quality function deployment model in after-sales service improvements: case company X Logistics Master 's thesis Ye Tian 2011 Department of Business Technology Aalto University School of Economics Abstract This study is to apply the quality function deployment (QFD) model in the Chinese heavy construction equipment market to improve the after-sales service. The main objectives of this study are to find out how to translate the customers’ needs into technical measurements by this…

    • 22679 Words
    • 91 Pages
    Powerful Essays
  • Powerful Essays

    1. INTRODUCTION Customer satisfaction is related to the human activity directed at satisfying human wants through the exchange of goods and service. Satisfying the customers occupies a most important position in business management. Customer satisfaction plays a crucial and critical role as it deals with customers and their needs. The major task of organization is to satisfy customers by meeting their needs and wants. The essence of organization is the customer and not the product shall be the…

    • 9172 Words
    • 37 Pages
    Powerful Essays
  • Best Essays

    operation of Sony Store After-sales Service 6 Diagnosis 7 Congruence model of Nadler/Tushman 8 Organisational diagnosis 9 Input 9 Output / Problems derived from diagnoses 11 Objectives 12 Recommended Implementation Action: "SONY Store +" Programme 12 Further Implementation Plan 14 Conclusion 18 Bibliography 18 Introduction Sony Sony is a renowned and reputable top global leading electronic company where the core business is mainly manufacture and sales of electronic products…

    • 4178 Words
    • 17 Pages
    Best Essays
  • Good Essays

    Business community on May 17 go to the Nike shoe counter replacement differences make up the difference amount of staff tell the differences; to buy a new Nike walking clothes home to wash to create fade ... published by this newspaper on May 11 "Nike shoes for several months and it broke, "three guarantees" soon as a shield "to stimulate consumer concern, recently, they have to this response, I troubled purchase Nike products. May 13, the reporter in the interview to create Nike's complaint is…

    • 973 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    FINAL PROJECT REPORT ON PERFORMANCE APPRAISAL AT VERKA MILK PLANT, SANGRUR Submitted for the partial completion of the degree of Master of Business Administration at INTERNAL GUIDE: SUBMITTED BY: Mrs. Sheetal Singla Kanwar Pal Singh Roll No.1172569…

    • 9595 Words
    • 39 Pages
    Powerful Essays
  • Powerful Essays

    an organization. Customer’s, who are satisfied, come and continue to buy the products and services of the organization they also recommend the products to other buyers. Acute measurement of customer satisfaction helps in identification of the gap between the customer expectations and real performance of the product supplied by the organization. If the customers are not satisfied with the products and services of the organization, the reasons for dissatisfaction are identified and timely corrective…

    • 3348 Words
    • 14 Pages
    Powerful Essays
  • Good Essays

    QUESTIONNAIRES A comparative study on customer satisfaction of after sale services provided by TVS and hero Honda workshop Dear Sir/Madam As a part of our course curriculam, I am conducting a study on the topic “A COMPARATIVE STUDY OF CUSTOMER SATISFACTION OF THE AFTER SALE SERVICE PROVIDED BY THE JOYSHREE INDIA PVT.LTD AND JAY BEE HONDA WORKSHOP IN GUWAHATI CITY”.You are requested to kindly extend your cooperation in filling this questionnaire which would enable me to attain the objectives…

    • 660 Words
    • 3 Pages
    Good Essays