After‐sales service quality as an antecedent of customer satisfaction

Abstract

Abstract Purpose – The 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/approach – The 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. Findings – After‐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/implications – Limitations are related to the use of only two after‐sales services and the restricted geographical area of the field research. Practical implications – An 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/value – The 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.