Impact of after-sales service on consumer behavioural intentions

Abstract

Technology in the industry has improved the processes, products and customer experience. Due to this, the importance of after sales service is increasing. The aim of this study is to identify the impact of after-sales service quality delivery on customers' overall satisfaction in the retail sector. Also, the impact of overall satisfaction on word of mouth and repurchase intention. A sample of 330 responses were collected through questionnaire by purposive sampling technique from the customers who had purchased an electronic equipment (UPS or air conditioner). EFA, CFA and SEM analyses were performed to measure the relationships among constructs with the help of SPSS and Amos. The result revealed that after-sales service quality delivery affects customer overall satisfaction which leads to repurchase intention and word-of-mouth. This study helps the retail and marketing managers as it allows them to differentiate their offerings in order to develop the long-term relationship with their customers. This paper especially caters to the retail sector which is dynamic and where customers are highly involved.