After‐sales service quality as an antecedent of customer satisfaction: The case of electronic appliances
Managing Service Quality: An International Journal
ISSN: 0960-4529
Article publication date: 5 September 2008
Abstract
Purpose
The purpose of this paper is to investigate the effect of after‐sales services on customers' satisfaction as well as on their behavioural intentions, namely “repurchase intention” and “word‐of‐mouth” (WOM).
Design/methodology/approach
The research conducted followed a quantitative methodology. The selected research tool was a questionnaire, which was administered via phone interviews using the CATI process. The study conducted was targeted to customers of a large retail chain marketing electrical appliances in Greece and 420 usable responses were utilised. A path analysis was performed using the “Amos 4.0” software.
Findings
After‐sales service quality affect satisfaction, which in turn affects behavioural intentions. Hence, after‐sales services affect the overall offering and thus, the quality of the relationship with customers.
Research limitations/implications
Limitations are related to the use of only two after‐sales services and the restricted geographical area of the field research.
Practical implications
An understanding of the effect of after‐sales services in satisfaction and post behavioural intentions is important to services marketing managers because it allows them to differentiate their offering substantially in a way that strengths the relationship with their clientele in the short, as well as in the long, run.
Originality/value
The paper manages to identify the effects of after‐sales service on satisfaction and behavioural intentions, especially in a dynamic retail sector where customers are highly involved. This study contributes to the body of academic knowledge by shedding more light into the role of after‐sales services to the overall offering provided.
Keywords
Citation
Rigopoulou, I.D., Chaniotakis, I.E., Lymperopoulos, C. and Siomkos, G.I. (2008), "After‐sales service quality as an antecedent of customer satisfaction: The case of electronic appliances", Managing Service Quality: An International Journal, Vol. 18 No. 5, pp. 512-527. https://doi.org/10.1108/09604520810898866
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited