THE EFFECT OF AFTER-SALES SERVICES ON CUSTOMER SATISFACTION IN THE CASE OF ELECTROCOMMERCIAL S.C. SUZUKI CAR

Abstract

Offering your customers good after-sales service shows that you want to build a long-term relationship with them, earn their loyalty, and keep their business. The primary goal of this study is to assess and analyze the effect of after-sales services on customer satisfaction with Suzuki cars. Thus, this study evaluates the relationship between after-sales services of Suzuki car and its customer satisfaction and identify the cause-and-effect relationships between after-sales service and customer satisfaction, this research adopted Explanatory research design. For this study, 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 90 customers were selected using systematic sampling technique, and 81 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; Warranty, spare parts supply and maintenance service have a positive coefficient and significant impact on customer satisfaction. However, online services and inspection services have a statically insignificant relationship with customer satisfaction. Based on the study's findings, the researcher recommended Suzuki car dealers who provide after-sales services to their customers to focus on their after-sales service and separately recognize and regulate its after-sales service components, as after-sales service is essential for customers to get service after they purchase the product as well as for sellers as a means of customer loyalty, repeat purchase, and profitability.