Customers’ Satisfaction in After Sales Service –Consumer Durable Goods -a Case Study of Air Conditioners
CUSTOMERS’ SATISFACTION IN AFTER SALES SERVICE
–CONSUMER DURABLE GOODS
-A CASE STUDY OF AIR CONDITIONERS
This study is about finding the factors affecting customer satisfaction, extent and level of prevalent after sales service in regard to consumer durable goods. For purpose of in depth study of the relevant issues one of such item “Air Conditioner” has been chosen keeping in view the latest craze, flooding of advertisement alluring the existing and potential customers. The study described herein focuses on after sales aspects of business-to-business activities in the customer durable industry, with the emphasis on sectors that provide service.
Till today poor after sales service in our country remains a fait accompli despite multi fold growth in industrial production and consumer awareness in recent years. The instant study attempts to put up microscopic lens to various facets of this wide spread unresolved problem. After sales business activities in the country especially in this industry have received little systematic research attention. After-sales service which is a part of customer relationship management helps to enhance a customer’s loyalty. From the data presented in this study, it can reasonably be expected that the findings may benefit both industrial and academicians by giving a new think tank and information to review existing mechanism and/or to align the system.
Results indicated to confirm on the earlier literature that there was strong relationship between the dependent variable of customer satisfaction and four independent variables- product provided delivery and installation, performance and repairs and maintenance of durable goods.
As service quality is associated with satisfiers of the customers (Naumann, 1994, Peck, 1997), delivering superior service to the customer would enable the supplier to achieve high levels of customer satisfaction with economically feasible investments. Companies frequently concentrate on new
–CONSUMER DURABLE GOODS
-A CASE STUDY OF AIR CONDITIONERS
This study is about finding the factors affecting customer satisfaction, extent and level of prevalent after sales service in regard to consumer durable goods. For purpose of in depth study of the relevant issues one of such item “Air Conditioner” has been chosen keeping in view the latest craze, flooding of advertisement alluring the existing and potential customers. The study described herein focuses on after sales aspects of business-to-business activities in the customer durable industry, with the emphasis on sectors that provide service.
Till today poor after sales service in our country remains a fait accompli despite multi fold growth in industrial production and consumer awareness in recent years. The instant study attempts to put up microscopic lens to various facets of this wide spread unresolved problem. After sales business activities in the country especially in this industry have received little systematic research attention. After-sales service which is a part of customer relationship management helps to enhance a customer’s loyalty. From the data presented in this study, it can reasonably be expected that the findings may benefit both industrial and academicians by giving a new think tank and information to review existing mechanism and/or to align the system.
Results indicated to confirm on the earlier literature that there was strong relationship between the dependent variable of customer satisfaction and four independent variables- product provided delivery and installation, performance and repairs and maintenance of durable goods.
As service quality is associated with satisfiers of the customers (Naumann, 1994, Peck, 1997), delivering superior service to the customer would enable the supplier to achieve high levels of customer satisfaction with economically feasible investments. Companies frequently concentrate on new