15-06-2013, 11:20 AM
Discoveries on the Factors Affecting Customer Satisfaction in After-Sales Service
ABSTRACT
It helps to extend the understanding on the factors that may exist and its influence towards customers satisfaction, an important element in retaining a profitable business relationship with the customer. After-sales service which is a part of customer relationship management (CRM) helps to enhance a customers loyalty. To date, there have been very minimum studies that were conducted by taking into consideration the after-sales service in business organizations particularly the electronic industry in Malaysia. Therefore from the data presented in this study, it can be expected that the findings can benefit both industrial and academician by giving a new source of ideas and information.
There are three research objectives of the study:
1. To investigate the effects of delivery on customer satisfaction,
2. To investigate the effects of installation on customer satisfaction and
3. To investigate the effects of warranty on customer satisfaction.
Results indicated to confirm on the earlier literature that there was strong relationship between the dependent variables of customer satisfaction and three independent variables; delivery, installation, and warranty. It can be concluded that the delivery, installation and warranty aspects are important for business organizations to make their customers satisfied and delighted. The delighted customers in turn will remain loyal and always have a positive impression towards the company and its products. This is true because fast delivery is very crucial to the customers to meet their usage and production requirement. Installing a quality service and a fast response towards the warranty claim will give an indication of good quality and value product. Future research should focus on the similar study of factors affecting customer satisfaction in after-sales service in other prominent industries such as automotive, construction and other manufacturing as well as service sectors so that such constructible findings and conclusions can be generalized from study.