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After-sales service and brand reputation: a case of kitchen appliance industry

Mohd Nasir (Mittal School of Business, Lovely Professional University, Phagwara, India)
Yaisna Rajkumari (Department of Applied Sciences and Humanities and Management, National Institute of Technology Delhi, Delhi, India)
Mohd Adil (Department of Management Studies, NIT Hamirpur, Hamirpur, India)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 12 August 2024

Issue publication date: 27 August 2024

318

Abstract

Purpose

To build long-term relationships and gain a competitive edge, marketers need to provide customers with unique and distinct experiences that they cannot find in other companies. According to the literature, after-sales service helps to achieve these goals. By modeling the linkages between after-sales service, service quality, customer attitude and purchase intention, this study aims to understand how customers perceive after-sales service in decision-making in kitchen appliance industry.

Design/methodology/approach

Through purposive sampling, 324 respondents, primarily female, answered a structured questionnaire about their perception of after-sales service for kitchen appliance products. Previously well-established, validated scale measures from the extant literature were used. The responses were gathered using a seven-point Likert scale.

Findings

According to the findings, after-sales service quality is vital in kitchen appliance buying decisions. Accordingly, the higher the quality of service perceived by the customer, the more favorable the brand's attitude and purchase intention will be. Additionally, brand reputation was found to be an essential moderator between customer attitude and purchase intention, suggesting that the reputation of the kitchen appliance brand plays a positive and significant role in consumers’ purchase intentions.

Originality/value

It is well known that after-sales service plays a crucial role in current business scenarios, but empirical research on kitchen appliances has been scarce. This study aims to fill a void in the existing literature by investigating the relationships between after-sales service, after-sales service quality, customer attitude and purchase intention in the domain of kitchen appliances.

Keywords

Acknowledgements

Authors are immensely grateful to the anonymous reviewers for their detailed and insightful comments, which greatly contributed to the enhancement of this manuscript. Special thanks to the Editor-in-Chief for his comments, expert guidance and steadfast support throughout the submission and review process.

Citation

Nasir, M., Rajkumari, Y. and Adil, M. (2024), "After-sales service and brand reputation: a case of kitchen appliance industry", International Journal of Quality and Service Sciences, Vol. 16 No. 3, pp. 413-431. https://doi.org/10.1108/IJQSS-08-2023-0115

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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