Aftersales Service Factors Affecting Customer Satisfaction of Mobile Phones
AbstractAftersales is one of the most critical dimensions for customer satisfaction. However, the elements of aftersales services influencing customer satisfaction are not well studied in the area of innovative and short life cycle products such as mobile phones. This study aims to identify the elements of aftersales services that influence customer satisfaction. Three hundred fifty mobile phone users of different brands, identified through the snowball sampling technique, were surveyed through a structured questionnaire. Multiple regression analyses of these data found four after-sales services: warranty, online support, service center’s support/repair, and upgrades, statistically significant in influencing customer satisfaction for mobile phone brands.
Ahmad, S., & Butt, M. M. (2012). Can after-sale service generate brand equity? Marketing Intelligence and Planning, 30(3), 307–323. https://doi.org/10.1108/02634501211226285/FULL/XML
AMTOB. (2021, September). Mobile Phone Subscribers in Bangladesh. Association of Mobile Telecom Operators of Bangladesh (AMTOB ). https://www.amtob.org.bd/home/industrystatics
Balinado, J. R., Prasetyo, Y. T., Young, M. N., Persada, S. F., Miraja, B. A., & Perwira Redi, A. A. N. (2021). The effect of service quality on customer satisfaction in an automotive after-sales service. Journal of Open Innovation: Technology, Market, and Complexity, 7(2). https://doi.org/10.3390/joitmc7020116
Barlow, J., & Møller, C. (1996). A complaint is a gift: using customer feedback as a strategic tool. Berrett-koehler publishers.
Bayu, R., Noor, Y. L., & Diah, K. (2019). Analysis of the effect of brand image, product quality and after-sales service on repurchase decision of Samsung smartphones. Russian Journal of Agricultural and Socio-Economic Sciences, 92(8).
Çelik, K. (2021). The effect of e-service quality and after-sales e-service quality on e-satisfaction. Business & Management Studies: An International Journal, 9(3), 1137–1155. https://doi.org/10.15295/bmij.v9i3.1898
Cohen, M. A., Agrawal, N., & Agrawal, V. (2006). Winning in the aftermarket. Harvard Business Review, 84(5), 129.
Fazlzadeh, A., Bagherzadeh, F., & Mohamadi, P. (2011). How after-sales service quality dimensions affect customer satisfaction. African Journal of Business Management, 5(17), 7658–7664. https://doi.org/10.5897/AJBM11.351
Gaiardelli, P., Saccani, N., & Songini, L. (2007). Performance measurement of the after-sales service network—Evidence from the automotive industry. Computers in Industry, 58(7), 698–708. https://doi.org/10.1016/J.COMPIND.2007.05.008
Goffin, K. (1999). Customer support: A cross-industry study of distribution channels and strategies. International Journal of Physical Distribution & Logistics Management, 29(6), 374–398. https://doi.org/10.1108/09600039910283604/FULL/HTML
Habib, M. D., & Sarwar, M. A. (2021). After-sales services, brand equity and purchasing intention to buy second-hand product. Rajagiri Management Journal, 15(2), 129–144. https://doi.org/10.1108/RAMJ-07-2020-0033
Hussein, F., & Hartelina, H. (2021). After Sales Service For Smartphone Iphone To Customer Loyalty. APTISI Transactions on Management (ATM), 5(1), 62–72. https://doi.org/10.33050/ATM.V5I1.1436
Knapp, A. (2021). Strategic importance of after-sales measures for small and medium-sized medical technology companies in Germany: Empirical evidence. International Journal of Healthcare Management, 14(1), 219–225. https://doi.org/10.1080/20479700.2019.1640496
Kotler, P., & Armstrong, G. (2010). Principles of marketing Pearson Prentice Hall.
Lele, M. M., & Karmarkar, U. S. (1983). Good product support is smart marketing. Harvard Business Review, 61(6), 124–132.
Levitt, T. (1983). After the sale is over... Harvard Business Review, 61(1), 87–93.
Majava, J., & Isoherranen, V. (2019). Business Model Evolution of Customer Care Services. Journal of Industrial Engineering and Management JIEM, 12(1), 1–12. https://doi.org/10.3926/jiem.2725
Morschett, D., Schramm-Klein, H., & Swoboda, B. (2008). Entry Modes for Manufacturers' International After-Sales Service: Analysis of Transaction-specific, Firm-specific and Country-specific Determinants. Management International Review 2008 48:5, 48(5), 525–550. https://doi.org/10.1007/S11575-008-0035-7
Mutlu, H. T., & Yildiz, M. S. (2021). Determination of the optimal warranty policy and period from the manufacturer's/seller's perspective. Https://Doi.Org/10.1080/03610918.2021.1941110. https://doi.org/10.1080/03610918.2021.1941110
Nasir, M., Adil, M., & Dhamija, A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences, 13(3), 489–505. https://doi.org/10.1108/IJQSS-01-2021-0015/FULL/XML
Nemati, A. R., Khan, K., & Iftikhar, M. (2010). Impact of innovation on customer satisfaction and brand loyalty, a study of mobile phones users in Pakistan. European Journal of Social Sciences, 16(2), 299–306.
Nurdiana Nurfarida, I., Sarwoko, E., & Arief, M. (2021). The Impact of Social Media Adoption on Customer Orientation and SME Performance: An Empirical Study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(6), 357–365. https://doi.org/10.13106/JAFEB.2021.VOL8.NO6.0357
Rahman, A., & Chattopadhyay, G. (2015). Long term warranty and after sales service. In Long Term Warranty and After Sales Service (pp. 1–15). Springer.
Relich, M., & Nielsen, I. (2021). Estimating Production and Warranty Cost at the Early Stage of a New Product Development Project. IFAC-PapersOnLine, 54(1), 1092–1097. https://doi.org/10.1016/J.IFACOL.2021.08.128
Rizaimy Shaharudin, M., Muzani Md Yusof, K., Jamel Elias, S., & Wan Mansor, S. (2009). Factors Affecting Customer Satisfaction in After-Sales Service of Malaysian Electronic Business Market. Canadian Social Science , 5(6), 10–18. http://18.104.22.168/index.php/css/article/viewFile/j.css.1923669720090506.002/57
Rofman, O. (2017, November 6). 5 Issues That the Mobile Device Industry Needs to Solve, Pronto. Techopedia. https://www.techopedia.com/5-issues-that-the-mobile-device-industry-needs-to-solve-pronto/2/32963
Saccani, N., Johansson, P., & Perona, M. (2007). Configuring the after-sales service supply chain: A multiple case study. International Journal of Production Economics, 110(1–2), 52–69.
Saccani, N., Songini, L., & Gaiardelli, P. (2006). The role and performance measurement of after-sales in the durable consumer goods industries: An empirical study. International Journal of Productivity and Performance Management, 55(3–4), 259–283. https://doi.org/10.1108/17410400610653228/FULL/XML
Sampson, S. E. (1998). Gathering customer feedback via the internet: instruments and prospects. Industrial Management & Data Systems.
Santos, B. (2018). After-sales service: 7 essential tips to create customer loyalty. https://blog.hotmart.com/en/how-to-provide-after-sales/
Sheth, J., Jain, V., & Ambika, A. (2020). Repositioning the customer support services: the next frontier of competitive advantage. European Journal of Marketing, 54(7), 1787–1804. https://doi.org/10.1108/EJM-02-2020-0086/FULL/XML
Singh, H. (2006). The Importance of Customer Satisfaction in Relation to Customer Loyalty and Retention by Harkiranpal Singh May 2006 UCTI Working Paper. In UCTI Working Paper (WP-06-06; Issue May).
Singh, J. (2020, December 1). Indians Spend Rs. 2,400 on Average for Servicing Out-of-Warranty Smartphones: Counterpoint . Gadgets 360. https://gadgets.ndtv.com/mobiles/news/india-smartphones-after-sales-service-spend-customer-satisfaction-rate-counterpoint-report-2332611
SME Channels. (2019, September 26). Growth of Smartphone After-Sales Services Market - SMEChannels. https://www.smechannels.com/growth-of-smartphone-after-sales-services-market/
Soltani, S., Sobhani, F. M., & Najafi, S. E. (2021). Determining the increased numerical value of customer satisfaction, which has been impacted by latent and observed factors in after-sales service in the automotive industry, based on System Dynamics Method. (A Case study in car manufacturer). Journal of Engineering Research. https://doi.org/10.36909/jer.12121
Sugianto, N., & Sitio, A. (2020). The Effect of Internet Quality Connection and After Sales Service Towards Consumers' Satisfaction and Its Implication on Consumers' Loyality of Satellite Internet Product Mangoesky Pt. Telkomsat. Dinasti International Journal of Digital Business Management, 1(5), 762–780. https://doi.org/10.31933/DIJDBM.V1I5.482
Tong, S., Zhang, Y., Burtch, G., & Lin, Z. (2021). Individual Sellers' Social Media Participation and Sales Activities in Social Marketplaces: Evidence from a Natural Experiment. ICIS 2021 Proceedings. https://aisel.aisnet.org/icis2021/sharing_econ/sharing_econ/1
Tsegaye, T. (2017). The effect of after sales service quality on customer satisfaction in the Ethiopian Automotive industry: The case of MOENCO, Nyala Motors and Yang Fan Motors [Thesis, Addis Ababa University, available at: http://etd. aau. edu. et~…]. http://etd.aau.edu.et/bitstream/handle/123456789/13161/Tegbar%20Tsegaye.pdf?sequence=1&isAllowed=y
Udell, J. G., & Anderson, E. E. (1968). The Product Warranty as an Element of Competitive Strategy. Journal of Marketing, 32(4_part_1), 1–8. https://doi.org/10.1177/002224296803200401
Verstrepen, S., Deschoolmeester, D., & Berg, R. J. van den. (1999). Servitization in the automotive sector: creating value and competitive advantage through service after sales. Global Production Management, 538–545. https://doi.org/10.1007/978-0-387-35569-6_66
Wahjudi, D., Kwanda, T., & SULIS, R. (2018). The Impact of After-sales Service Quality on Customer Satisfaction and Customer Loyalty of Middle-upper Class Landed Housings. http://jurnalindustri.petra.ac.id/
Wallman, B. (2014, May 12). Great after sales techniques. https://onceinteractive.com/blog/great-sales-techniques-will-produce-loyal-customers/
Wang, Y. Y., Wang, T., & Calantone, R. (2021). The effect of competitive actions and social media perceptions on offline car sales after automobile recalls. International Journal of Information Management, 56, 102257. https://doi.org/10.1016/J.IJINFOMGT.2020.102257
Wasing, M. (2013, January 3). Effective ecommerce: five tips to improve the after-sales service | Econsultancy. E Consultancy. https://econsultancy.com/effective-ecommerce-five-tips-to-improve-the-after-sales-service/
Wetmore, P. (2004). The Seybold report. Analyzing-Publishing Technologies, 4(7), 16–19.
Copyright (c) 2022 Mohammad Anisur Rahman
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).