THE EFFECT OF AFTER-SALES SERVICES ON CUSTOMER SATISFACTION IN THE CASE OF LIFAN MOTORS

Abstract

Customers are the assets of every business. Sales professionals must try their level best to satisfy customers for them to come back again to their organization. Providing good after-sales service shows your customers you want to build a long-term relationship with them earn their loyalty and keep their business. The main objective of this research is to assess and analyze the effect of after-sales services on customer satisfaction on Lifan Motor. Thus, this study evaluates the relationship between after-sales services of Lifan Motor and its customer satisfaction. To identify the extent and nature of cause-and-effect relationships between after-sales service and customer satisfaction, this research adopted Explanatory research method. For this stud, primary data were collected using five-point Likert scale based questionnaire that was constructed considering all the dimensions of after sales-services. Additionally, customer’s perceptions were used to assess Customer Satisfaction. Samples of 371 customers were selected using purposive sampling technique, and 357 customers completed and returned the questioners. The data was analyzed using descriptive statistics (frequency, mean and standard deviation). The statistical methods of analysis included a descriptive statistic for demographic profile, and inferential statics correlation and Regression analysis processed through SPSS version 20. The result of this study shows that, out of five after-sales services dimensions; Inspection, Warranty, spare parts supply and maintenance service have a positive coefficient and significant impact on customer satisfaction. However online (telephone) service has statically insignificant relationship with customer satisfaction. Based on findings of the study, the researcher recommended to Lifan motors who provides after-sales services for their customers, they should focus on their after sale service and separately recognize and regulate its after- sales service components, hence after-sales service is essential for customers to get service after they purchase the product as well as for the sellers as one means of customer loyalty, repeat purchase and profitability.