After‐sales service quality as an antecedent of customer satisfaction

Abstract

PurposeThe 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/approachThe 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.FindingsAfter‐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/implicationsLimitations are related to the use of only two after‐sales services and the restricted geographical area of the field research.Practical implicationsAn 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/valueThe 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.

Exploring the Relationships among Service Quality, Satisfaction, Trust and Store Loyalty among Retail Customers

“…The hypothesized structural equation modeling was tested using SPSS AMOS 18. Results are shown on Rigopoulou et al, (2008), who found that service quality has a significant impact on satisfaction. H2: Service Quality positively influences Trust (γ 12 =0.37, p<0.001).…”

The effect of retail service quality and product quality on customer loyalty

“…67 Yet the fi eld research was designed in a way that minimized this inherent diffi culty. In this study, the respondents were only reached by direct calling or by email.…”

Relationship between Service Quality and Customer Satisfaction in Hypermarkets of Saudi Arabia

“…The causal relationship between service quality and customer satisfaction is the subject of great academic debate and no unanimity has yet been reached (Bahia et al, 2000). The researches have also specified customer satisfaction as a function of perceived quality and disconfirmation-the extent to which perceived quality fails to match prepurchase expectations (Olsen, 2002;Gustafsson, Johnson, & Roos, 2005;Rigopoulou, Chaniotakis, Lymperopoulos, & Siomkos, 2008;Cerri, 2012;Kitapci et al, 2013). It has also been found that their purchase intention is more affected by quality which falls short of expectations, rather than the one which exceeds expectations (Anderson & Sullivan, 1993).…”