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The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth

Mohd Nasir (Department of Business Administration, University of Allahabad, Prayagraj, India)
Mohd Adil (Department of Management Studies, NIT Hamirpur, Hamirpur, India)
Aruna Dhamija (Institute of Business Management, GLA University, Mathura, India)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 20 August 2021

Issue publication date: 14 September 2021

909

Abstract

Purpose

Under a dynamic business environment that is seen today, organizations need to adopt the right blend of strategies to attract, retain and maintain customers. Extant marketing literature has shed light on some key roles that after-sale service and the larger customer support system could play in attaining the same. Specifically, this paper aims to attempt to model the linkages between after-sales service, service quality, customer satisfaction, customer loyalty and word of mouth (WOM).

Design/methodology/approach

A structured questionnaire was used to collect data from 280 two-wheeler owners, who had a recent experience of after sales service at their respective authorized service centers, through purposive sampling method.

Findings

The findings reveal that both customer loyalty and repurchase intention significantly and positively mediate the relationship between customer satisfaction and word of mouth. This indicates that satisfied customers are more likely to be loyal to the service firms and would spontaneously engage themselves with positive word of mouth.

Originality/value

Despite the increasing importance of after-sales service, empirical researches on this subject have been quite limited. This study aims at filling the void in extant literature by examining the inter-relationships between after-sales service, service quality, customer satisfaction and WOM.

Keywords

Acknowledgements

The authors would like to acknowledge the editor in chief and also the anonymous reviewers for their insightful comments and suggestions on the initial draft.

Citation

Nasir, M., Adil, M. and Dhamija, A. (2021), "The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth", International Journal of Quality and Service Sciences, Vol. 13 No. 3, pp. 489-505. https://doi.org/10.1108/IJQSS-01-2021-0015

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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