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Abstract.A plethora of research and industrial contributions emphasizes the economic and strategic role of services in adding further value to a product throughout its lifelong journey with the customer. However, there is still a limited comprehension of the dynamics underlying After-Sales (AS) processes along the whole service network -which usually encompasses a manufacturer, spare parts wholesalers/retailers and technical assistance centres -till the final user. AS can be no more considered as a mere corporate function, but rather as a series of interconnected activities involving more independent organizations, each one having different objectives and perspectives to be properly aligned. Starting from previous contributions of the same authors on this research topic, aim of the paper is to examine AS as a complex system of interlinked processes, to elaborate a proposal of the main Key Performance Indicators (KPIs) which can take into account the various perspectives of the different actors involved, and, as a main result, to explore the most relevant causal relationships among these KPIs.

In the last years, given the high market pressure and the increased competition in several industries, the search for new business opportunity is focusing on service activities. After-Sales (AS) service has become increasingly important as a source of differentiation and market share for manufacturers and resellers, as well as a strategic driver for customer's retention. These changes often call for a new conceptual definition of the product-service bundle marketed to the final customer and for a thorough revision of the logistical and organizational configuration of the whole service chain. It comes out the necessity to design appropriate processes and to have a general and shared definition of their structure. Aim of the paper is to suggest a model which provides a common configuration of the assistance processes according to a framework that links the different typologies of assistance with the product service strategies offered by companies. Some case studies have been considered in order to validate the proposed framework and the model.

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