THE INFLUENCE OF AFTER SALE SERVICES ON THE CUSTOMER

LOYALTY

By

Waqar Ahmad

Thesis submitted to the faculty of the Institute of Management Sciences, Peshawar, in

Partial fulfillment of the Requirements for the Degree of

BBS (Marketing)

Institute of Management Science, Peshawar

2013-15

Certificate of Approval

I certify that I have read THE INFLUENCE OF AFTER SALE SERVICESON

THE CUSTOMER LOYALTY by WAQAR AHMAD, and that in my opinion this

work meets the criteria for approving a thesis submitted in partial fulfillment of the

requirements for the BBS (Marketing) 4th Semester at the Institute of Management

Sciences, Peshawar.

Supervisor

Name: Ms. Sonia Asmat

Designation: Lecturer

Signature: _________________

Coordinator Research and Development Department

Name: Dr. Owais Mufti

Signature: _________________

Declaration

I, hereby declare that the research submitted to R&DD by me is my own original

work. I am aware of the fact that in case my work is found to be plagiarized or not

genuine, R&DD has full authority to cancel my research work and I am liable to penal

action.

Student’s Name: Waqar Ahmad

Date: 18/12/2015

i

Dedication

This Research is dedicated to my Parents, Friends and respected teachers for their

patience and support.

ii

Abstract

Satisfaction of customer is the main goal of every company to make them their loyal

customers and retain them for a longer period. Today due to increase in competition

the focus of organizational leaders shifted from profit to satisfaction of customers.

The main focus of this research is to study the influence of post purchase services on

the Customer's loyalty. The total number of the selected sample size was one hundred

and fifty in which one hundred and twenty seven respondents took active part in the

research study. The data was collected through convenient sampling technique from

the potential respondents were the citizens of Peshawar. The data for this research

study was gathered by using five point likert scale questionnaire which was personally

distributed among the selected sample size to know about their understandings and

views related to the Customer’s Loyalty and After Sales Services. The results of the

analysis conclude that After Sales Services of a company plays crucial role in

increasing the brand loyalty of customers to repurchase their products and services as

there is positive relationship and significant positive impact of the After Sales

Services and Brand Loyalty. During the collection of data it has been observed that

the customers are more attracted towards those products on which most of the

customers rely and are also willing to pay premium prices for those products with

which they were getting after sales services.

iii

Acknowledgement

I am grateful to Almighty ALLAH, Whose blessings have always been a source of

encouragement for us and who gave us the ability to complete this task. I also wish

my heartiest thanks to my parents who supported me financially as well as morally

throughout my academic career and pray for me all the time. I can never turn down

their efforts they put forward for my bright and prosperous future.

I also dedicate this dissertation to my many friends and who have supported me

throughout the process. I will always appreciate all they have done, especially

I can never forget guidance the efforts of my humble teachers. I am very thankful to

them who helped me during the course of study and motivated me all the time. I am

thankful to my supervisor MS. Sonia Asmat for his kind support and help in this

thesis.

Waqar Ahmad

iv

Table of ContentsDeclaration......................................................................................................................i

Dedication......................................................................................................................ii

Abstract.........................................................................................................................iii

Acknowledgement........................................................................................................iv

Table of Contents...........................................................................................................v

Chapter-1 Introduction...................................................................................................1

1.1 Background..........................................................................................................1

1.2 Identification of Problem:....................................................................................2

1.3 Problem Statement:..............................................................................................2

1.4 Research Question:...............................................................................................3

1.5 Rationale of the Study:.........................................................................................3

1.6 Objectives of the Study:.......................................................................................3

1.7 Scope of the Study:..............................................................................................4

Chapter- 2: Literature Review........................................................................................5

2.1 After Sale Service:...............................................................................................5

2.1.2 Objectives of A.S.S.......................................................................................5

2.1.3 Important Components:.................................................................................7

2.1.4 Problems in the Outsourcing of after Sale Services....................................10

2.2 Customer Loyalty:.........................................................................................11

v

2.2.1 Types of Customer’s Brand Loyalty...........................................................13

2.3 Theoretical Framework......................................................................................14

2.4 Hypothesis..........................................................................................................15

Chapter-3: Methodology.............................................................................................16

3.1 Sample:...............................................................................................................16

3.2 Instruments and Measures:.................................................................................16

3.3 Procedures:.........................................................................................................16

4.1 Frequency Distribution.......................................................................................17

4.2 Reliability Analysis:...........................................................................................20

4.3 Correlations:.......................................................................................................21

4.4 Regression:.........................................................................................................22

Chapter-5: Conclusions and Recommendations..........................................................25

5.1 Conclusion:........................................................................................................25

5.2 Recommendations:.............................................................................................26

5.3 Limitations:........................................................................................................26

5.4 Future Research:.................................................................................................27

References....................................................................................................................28

vi

Chapter-1 Introduction

1.1 Background

Satisfaction of customer is the main goal of every company to make them their loyal

customers and retain them for a longer period. Today due to increase in competition

the focus of organizational leaders shifted from profit to satisfaction of customers

because every organizational leaders accept that when they will become able to satisfy

their existing customers they will be also able to attract other potential customers in

market. the organizational leaders also accept that for the survival in market and to

compete rivals maintaining loyal customers become very important because only

loyal customers can help them out in maintaining their market position by promoting

a products and services through positive word of mouth advertisements which force

them to also use such brands. Due to this way organizations may also decreases their

cost on advertisement and other un necessary expenses. Pakistan has developing

economy and every business leader consider it as an important location for growing

their business orperations. For this purpose from the past few years many

multinationals have started their operations and bring dramatic change and boost in

the competition of every industry by introducing new and techniques of customers

satisfaction. It also shift the main focus of beurocrates and business leaders from

profit maximization to customers satisfaction and retention. Every company is in

search such ways which enable them to build and maintain good relationships with

customers. Companies are continuously customizing their offerings through adopting

different marketing strategies according the needs and required standards of

customers. Increase in compaction and market saturation for every single need there

are a lot of products which make the purchase decision of customers more complex

therefore they usually go for such products in which they feel more ease. After sale

1

services is an innovative and unique marketing strategy and has a great potential to

attract more customers toward products.

1.2 Identification of Problem:

Increase in globalization also increases the focus of market leaders to change their

marketing strategies. Their focus towards spending extra amount on advertising

campaigns shifted to provide after sales services to their customers. Every company is

in continuous search of such strategies which are more customers oriented that can

helps in increasing the loyalty of customers. Due to the risk aversion of Pakistani

customers it is observed that their purchase decisions are more complex and slow and

when ever they make decision to purchase complex products or avail any service they

usually consult their peer groups and gather all the required necessary knowledge and

information other authentic sources. Today customers also face limitations of time

therefore also willing to pay extra money for such products in which there is less risk

and get maximum satisfaction. It is observed that in Peshawar most of the business

owners are happy by running their business operations through traditional ways and

techniques and are not willing to introduce new ways which often become the cause

of their failure. It is also observed that they adopt different costly strategies for

increasing customers loyalty and often ignore the strategy of after sales services

however customers are willing to pay extra amount for such services. Therefore an

investigation is necessary to increases customers satisfaction and their loyalty by

providing them extra benefits in response of their payment for products.

1.3 Problem Statement:

As increase in the loyalty of customers help an organization to boost up their sales

and also to gain edge on rivals. Therefore finding the important factors that can help

2

companies in Peshawar is very important to bring efficiency in their marketing

strategies which enable them to increase their customer’s loyalty.

1.4 Research Question:

Is there comes increase in the customer’s loyalty by adopting the strategy of after

sales services?

1.5 Rationale of the Study:

The reason behind conducting this research study is the identification of relationship

between the strategy of providing services after the purchase of products or services

and loyalty of customer’s. This research study has the potential to explain the strategy

of post purchase services and its affect on enhancing the loyalty of customer’s in a

more batter way. This research study will help out the marketers and leaders to pay

more attention on the strategy of post purchase services for the enhancing the loyalty

of their customers. With the help of this research study marketers will initiate new

ways through which will help them out in building and maintaining good relationships

with their customers and will be also able to easily identify the changes in their needs

and things that they prefer more and want from company.

1.6 Objectives of the Study:

The main objectives are:

Identifying the affect of After. Sales. Services. on the customer’s loyalty.

Examining the influence of After. Sales. Services. on Customers. Loyalty.

To make recommendation on the basis of primary and secondary data which

can help out the organizations to increase the loyalty of their potential

3

customers and also attract secondary customers towards their products to

maximize their sales.

1.7 Scope of the Study:

The main focus of this research is to study the influence of post purchase services on

the Customer's loyalty. This study will batter explain the importance of all those

services that are provided to customers after the sale process that how it play vital role

in influencing the loyalty of customers and how it affect customers to make their final

purchase decision. Furthermore due to this study companies will be able to know the

importance of after sales services while appealing to a large number of audience and

attract more customers towards their products and services.

4

Chapter- 2: Literature Review

2.1 After Sale Service:

Competition in marketing strategies continuously increasing the importance and need

of customers efficient services for competing competitors (Adrian, 1995). The author

also stated that from few years companies are continuously struggling for the

retention of customers instead of appealing to new customers. Because when once the

potential customers are retained than they also attract their other friends and family

members towards using those products. Therefore every strategy of marketer mold to

their existing customers that they are serving. Companies who are trying to attract

new customers spend five time more than maintaining loyal customers with them

(Kotler, 2002).

Providing all those services to customers that are for the main purpose to make the

use of products more easier known as after sales services (Gaiardelli, 2007). The after

sales services include all activities that are in support of purchased products

(Rigopoulou, 2008). The author explained that after sale services should be provided

with the purchase of complex products to familiar customers with it. Potluir, (2010)

argued that the after sales services is divided into to two broad categories:

Tangible Goods: After sales services is the operating activities of each and every

member in the distribution chain related to products.

Services: After sales services can be also provided to those customers who are

availing the services of a company that are often named supplementary services.

2.1.2 Objectives of A.S.S

According to Loomba, (1998) for increasing the satisfaction of customers are:

5

Brand image.

Trust and

Credibility.

The author also discussed that through these three pillars companies become able to

build long lasting relationships with their customers and want to make them their

loyal customers to hold their market position. Moreover when once an organization

become successful in building and maintain good relationships with their customers

they become able to continuously increase their sales and market shares (Murthy,

2004). The author also argued that through building good relationships with

customers also help out an organization to efficiently cut down their costs i.e on

advertisement.

Forooz, (2006) also found that by providing after sales services enhances:

Competitive Edge.

Customers Satisfaction.

Customer’s loyalty for company’s Offerings.

Retention of Customers.

Healthy relationships with customers.

New product development and success.

Increasing profit margins.

Cost minimization.

Meeting the expectations and required standards of customers’ enhances their level of

satisfaction and also streamline the management of services (Gaiardelli, 2007). The

author also explained that providing post purchase services to customers enable an

organization to increase their sales maximize their profit. Ladokun, (2013) also states

6

that when a customer purchase a product of a company and services are provided to

them they feel more satisfied and their intentions to use their other brands also

increases. As Alireza, (2011) also identified that providing services after the sales of

products or services decreases the chances of customer’s dissatisfaction because after

the purchase of the products when they face any problem in its operations or if there

comes any defect and receive late or no response from a company their level of

dissatisfaction tends to be increased .

By providing after sales services to customers their loyalty towards particular brand

increases (Hallowell, 1996). Furthermore for building good relationships with

customers and for gaining their loyalty it is very important to provide after sales

services to customers (Martisiute, 2010). The author also found that when a company

fails to provide efficient services after the purchase of a product their level of

dissatisfaction tends to be increased and they start search for other possible alternate

solutions and also promote the products of company through bad word of mouth

which becomes the cause of company failure.

2.1.3 Important Components:

The following important components of post purchase services are: (Goffin, 1999)

2.1.3.1 Installation:

Installation is the main crucial component of products. This service is usually

provided for products having complex nature and required special skills and expertise.

Nemati, (2010) also explained that facility of installation is provided by the company

to those products which having the safety issues.

7

It also included providing users training programs that are very necessary to familiar

customers with the complex nature of products and its functions that enable them to

efficiently operate it.

2.1.3.2 Documentation:

There is also a need of proper documentations for some products like medical

electronics i.e equipments of operation, its installation, maintenance and repair. Hence

every manufacturer should also provide a facility of effective documentation for the

facilitation of customer.

2.1.3.3 Online Support:

For some products and services there is also a need of providing telephonic advice

and information to customers. In this service experts provide the facility of online

consultancy to customers to help them out in the use the purchased products

troubleshoot their issues (Gaiardelli, 2007).

2.1.3.4 Maintenance:

The facility of repair and maintenance is also an important factor which includes

cleaning, replacement and refurbishing facility. Such type of services are usually

provided in automobile industry.

2.1.3.5 Up-gradation:

Bringing modification in products also act as important element for the support of

product because it allow customers to use a product in a more batter way. For

example, the manufacturers of laptops and computers offer the option of up gradation

because they increase the durability of the products which can be also a significant

source of revenue. Providing the up gradation option the manufacturers of original

equipment have the competitive advantage because they have the complete records

that where the equipment has been sold.

8

Instead of the above factors of after sales services of Goffin, (1999), Potluri, (2010)

also identified that there are the also following major tasks or factors that are related

to the after sales services:

2.1.3.6 Provision of Information:

It refers to the

Products or Services Confirmation.

Its Availability.

Time of Delivery.

Cost.

Information of placed order.

2.1.3.7 Delivery of Service:

The service delivery refers to the delivering of purchased products to customers at

their specified location or address. It requires the undertaking of different tasks by the

services provider which depends on the nature of the product and services. While

delivering the products or services to customers, manufacturer should clearly define

the terms and conditions minimize the chances of risks (Saccani, 2007).

2.1.3.8 Maintenance & Repair:

Repair and maintenance is also one among the important factors after sales service

which is provided to customers in response of their problems faced in products.

Providing the repair and maintenance facility to customers increases their satisfaction

level and also increases their intentions to purchase a product or services.

9

2.1.4 Problems in the Outsourcing of after Sale Services

After the outsourcing of after sales services the company faces different challenges

that are as follows: (Gaiardelli, 2007)

2.1.4.1 Filch:

When a company outsource their after sales services they becomes able to reduce

their cost on operational issues that are related to the management of service centers

while on the other hand the chances of filch also increases.

2.1.4.2 Non-Compliance Risk:

There is also risk non-cooperation or disobedience of the specified regulatory terms

and conditions because the services centres have their own ways of doing their jobs

which becomes very difficult to streamline the activities of company and third party

wanders.

2.1.4.3 Dissatisfaction:

There may also comes the factor of dissatisfaction from the performance of wanders

because they often use solutions of services management which do not have the

capability to produce the desire results.

Liu, (2000) also shows that there are the following challenges that may arises while

providing the after sales services to customers.

2.1.4.4 Quality of Data & its Management:

Foss, (2010) found that there may also comes a problem of customers data and its

management while providing after sales services. In every industry it is the main aim

of the company to develop a database of the customers in which there is a complete

record of their customers to maintain good relationship with their customers

(Masoome, 2013). While it has been often observed that mostly the companies have a

10

incompetent database and a very poor quality of customer data because they usually

do not have frequent interaction with their customers (Irini, 2008).

2.2 Customer Loyalty:

The loyalty of a customer with a brand refers to the level at which a customer want to

repurchase and recommend same product or service for a same need again and again.

Oliver, (1999) also defined the loyalty of customers with a brand as it representation

customers indentations to re purchase a product or service in future despite there are

situational influence and marketing efforts having the potential to cause

switching behaviour. Kotler define the term loyalty as it refers to the lasting

commitment of an individual to their friends, family or their country while in the

literature of marketing it usually refers to the most preferred brand of an individual

which they are willing to re purchase again and again (Tavana, 2013). Furthermore

the author also argued that in the relationship marketing it has often been found that

the loyal customers are more profitable and also attract other customers towards their

favourite brands. Vazifehdust, (2012) argued that good relationships with customers

usually make a chain that starts from their perceived value which they have in their

mind regarding the product or services. The author also argued that when a product or

services have an ability to efficiently meet that perceived value customers are willing

to re purchase and use company’s offerings in a longer run. While in contrast when a

product or service do not have ability to meet the perceived level of customers the

customers are not willing to re purchase a product or services, therefore it is very

important for every company to build a brand trust by making good relationships with

them to efficiently analyze the needs and wants of their customers to make them loyal

customers to their brands. Palmer, (2005) also argued that the customer loyalty with

brand is the main key towards the success and failure of every company which can be

11

only achieved by providing the desired level of quality products and services to them

that have an ability to efficiently satisfy their needs and wants. The author also argued

that when once a company increase a number of their potential customers their cost

continuously decreasing and they are able to increase their sales volume, revenue and

profit margin. Oliver, (1999) states that loyalty is a continuous process that starts from

some cognitive beliefs and ends on the final purchase. Increasing customer’s

satisfaction level helps in making them loyal to specific brands is the main important

objective of relationship marketing (Kumar, 1999). Initially in the literature the main

focal point of marketing researchers were to understand customers to become able to

efficiently satisfy their needs and wants to compete their competitors while in recent

literature it has been observed that relationship marketing is the main key of

increasing the customer loyalty and found as an important determinant of long term

profitability (Akrofi, 2013). Aggarwal, (2013) found that in today’s highly

competitive and highly turbulent environment only those companies can survive who

have an ability of making their customers more loyal by providing them quality

products and services. As Afzal, (2010) also found that according to customers quality

of a product or service is high when it have an ability to efficiently satisfy their needs

for which they have purchase it. The organizations strengthen their relationship with

the customers by satisfying their needs and wants efficiently make them the loyal and

primary customers of the company who then influence the secondary customers to

purchase the product of the company which increase their sales and revenue (Chen,

2007). Furthermore he also argued that maintaining a good interactive relationship

with the satisfied customers by offering them such type of products or services which

have the ability to efficiently satisfy their needs and wants which build good image of

the company’s products and services in the mind of other customers which can

12

efficiently maximize their sales and profit margin. Through relationship marketing

when the once the company becomes successful in building good relationship with

their customers their number of potential customers increases (Gilaninia, 2012).

Because when the customer use the product or avail the services of their company and

their need has been efficiently satisfied they becomes the loyal customers of the

company and also promote their products and services through word of mouth and

also attract other customers towards their offerings. As (Gommans, 2001) argued that

in today’s era the customer satisfaction helps an organization to remain in market for

a longer period and also helps them to increase their shareholders wealth. Furthermore

he also argued that customers are willing to use a product for a longer period of time

when the quality of products and services is according to perception. Every company

want to increase their number of potential customers and maximize their shareholders

equity (Parvatiyar, 2001). When once a company becomes successful in building

good brand trust their number of potential customers increases (Haq, 2012). As

Verhoef, (2003) argued that in today’s era the customers loyalty helps an organization

to remain in market for a longer period and also helps them to increase their

shareholders wealth. Furthermore he also argued that a customer will use a product

for a longer period of time when quality products and services are provided to them.

2.2.1 Types of Customer’s Brand Loyalty

2.2.1.1 Attitudinal Loyalty

It refers to the psychological commitment of a customer (Odin, 2001). Furthermore

the attitudinal loyalty of a brand usually increases after the efficient solution of a

problem that cause after the usage of a product or services. Means when a customer

face any problem and for the solution of that specific problem when they use any

specific product and their need satisfied they are willing to use that product in future.

13

Mao, (2010) also study attitudinal loyalty and concluded that it is the analysis of

consumer’s attitude that develops due to their psychological loyalty with the brand.

2.2.1.2 Behavioural Loyalty

It is the representation of the results that can be easily observed due to the attitudinal

loyalty of a customer (Mahmud, 2012). Akhter, (2011) define the term behavioural

loyalty of a customer as it is the repurchase behaviour of a customer and also known

as the purchase loyalty of a customer. Means when a customer purchases a same

brand for a specific need again and again. It is the representation of the behaviour of a

customer that which brand they prefer and why they are using a specific product or

services for a same need (Nawaz, 2012).

2.3 Theoretical Framework

2.4 Hypothesis

H1: Significant relationship exists between After Sales Services & Customer’s

Loyalty with brand.

14

Chapter-3: Methodology

3.1 Sample:

The total number of the selected sample size was one hundred and fifty in which one

hundred and twenty seven respondents took active part in the research study. The data

was collected through convenient sampling technique from the potential respondents

were the citizens of Peshawar because it will become very difficult to gather and

compile data in other sampling techniques i.e random sampling technique.

3.2 Instruments and Measures:

The questionnaire elements have been adopted from the research study of Alireza,

(2011) and Rai, (2013) to collect data from the respondents regarding After Sales

Services and Customer’s Loyalty in the manufacturing Industry. The data for this

research study was gathered by using five point likert scale questionnaire which was

personally distributed among the selected sample size to know about their

understandings and views related to the Customer’s Loyalty and After Sales Services.

3.3 Procedures:

From the secondary sources five point lickert scale questionnaire was designed and

distributed among the selected sample size to understand their concern related to after

sales Services and also its influence on Customer’s Loyalty. After receiving the

response of potential respondents through questionnaires the collected qualitative data

has been converted to quantitative data through SPSS to further analyze the responses

of responses and reach to final conclusion.

15

Chapter-4: Results & Analysis

4.1 Frequency Distribution

Table 4.1.1

Gender .

F. Percentage.

Valid.

Percentage

Cumulative..

Percentage

Valid. .Male . 8.4 6.6.1 6.6.1 6.6.1

.Female’ 4.3 3.3.9 3.3.9 10.0.0

Total’ 12.7 100.0 10.0.0

Fig 4.1.1

The above table and figure shows the frequencies related to the gender of respondents

that the total number of respondents were One Hundred & Twenty seven . respondents

in which 84% respondents were male and 33.9 .% were female respondents.

16

Table 4.1.2

Age

F PercentageValid

PercentageCumulative Percentage

.Valid.

Below__25 13 10.2 10.2 10.2

25__30 17 13.4 13.4 23.6

31__35 43 33.9 33.9 57.5

36__40 35 27.6 27.6 85.0

41 & Above 19 15.0 15.0 100.0

Total 127 100.0 100.0

Fig 4.1.2

The above table and related pie chart is showing the frequencies related to the age

group of respondents. From the above table it has been concluded that out of total one

hundred and twenty seven respondents 10.2% were in the age group of below 25

years, 13.4% were from 25__30, 33.9% were from 21__35, 27.6% were from 36__40

and 15.0% were from 41 and above.

17

Table 4.1.3

Education Level

F . Percentage .

Valid.

.Percentage .

Cumulative.

Percentage.

Valid. Graduation. 22 17.3 17.3 17.3

Masters. 68 53.5 53.5 70.9

Others . 37 29.1 29.1 100.0

Total . 127 100.0 100.0

Fig 4.1.3

The frequencies and pie chart is related to the level of education of respondents which

shows that out of total one hundred and twenty seven respondents 17.3% have

completed their bachelors degree while 53.5% respondents have completed their

master degrees and 29.1% respondents have done diplomas and other studies.

18

4.2 Reliability Analysis:

Sr. Variable Cronbach's. Alpha N. of Items

1 After. Sales. Services 0.824 13

2 Customer’s. Loyalty 0.750 10

3 Overall 0.887 23

The reliability analysis is used for the checking significance level of the questionnaire

that either the elements that was adopted for the questionnaire were relevant to the

variables or not? From the results it is concluded that all the items of the questionnaire

are relevant because the cronbach’s alpha is 0.887>0.6.

19

4.3 Correlations:

Table 4.3.1

(CORRELATIONS)

A.S.S C.L

A.S.S Pearson Correlation 1. .8.14**

Sig. (2-tailed) .000

N. .127. .1.27.

C.L Pearson Correlation .81.4** 1.

Sig (2-tailed) .000

N. .127. 127.

**. Correlation is significant at the 0.01 level (2-tailed).

Interpretations:

The above table4.3 is revealing the analysis of correlations between after Sales

Services with the Brand Loyalty of consumers. The correlation analysis is showing

the value of 0.814**, with significant value 0.000 which indicates that a positive

correlation exists between after Sales Services with Brand Loyalty of consumers.

20

4.4 Regression:

Table 4.4.1

(MODEL SUMMARY)

.Model . .R. R. .Square .

.Adjusted. R.

.Square .

Std. Error. .Of . .the.

.Estimate.

1 ..8.14a .6.62 .6.59 .3.2380

a. Predictors: (Constant), A.S.S

Interpretations:

In the above mentioned table of model summery the value of R is 0.814 which is

representing the strong relationship of after Sales Services of consumers. The R

square value is expressing the proportion of variance that by bringing present change

in after sales Services there will comes 0.618 present change in the Brand Loyalty of

consumers.

Furthermore the Standard Error value between after sales Services and Brand Loyalty

of consumers is .32380 is also very less and confirms that the selected sample size is

sufficient for this study because the value of standard error tends to be decreased by

increasing the sample number of respondents.

21

Table 4.4.2

(ANOVAb.)

(Model)

Sum. Of.

Squares. d.f

Mean .

Square , F. Sig.

1. (Regressio.n) 25.64.7 .1 25.6.47 24.4.620 .0.00a

(Residual) 13.10.6 12.5 .1.05

(Total) 38.75.3 12.6

a.. Predictors: (Constant) A.S.S

b.. Dependent .Variable: C.L

Interpretations:

The table of ANNOVA is also indicating the significant relationship between after

Sales Services and Brand Loyalty of consumers. In the table as the value of

significance is 0.000 > 0.05 therefore it is concluded that a strong relationship exists

between after Sales Services with consumers Brand Loyalty.

22

Table:4.4.3

(COEFFICIENTSa)

Model.

Unstandardized .

CoefficientsStandardized

.Coefficients

B Std. E .rror Beta. t. .Sig.

1. (Constant) .9.07 .19.5 4.654 .0.00

A.S.S .7.73 .04.9 .8.14 1.5.640 .0.00

a.. Dependent. Variable: C.L

Interpretations

The table of coefficient is revealing that the value of beta is 0.786 with a significance

value less than 0.000. Therefore the table of coefficient also confirms a relationship

between the after Sales Services & Brand Loyalty of consumers.

Therefore the alternative hypothesis H1 is proved and accepted.

23

Chapter-5: Conclusions and Recommendations

5.1 Conclusion:

The reason to conduct this study was the investigation of effect of After Sales

Services on Brand. Loyalty customer which will help manufacturing Industry of

Pakistan to increase their brand loyalty among customers because now a days due to

the increase of rivals in the manufacturing industry customer want to completely

aware themselves about the products or services that what they are getting in response

of their money. Before making intentions towards the purchase of a new products or

services customers usually rely on the brand trust, its image of other customer and

also After Sales Services. Therefore it is very necessary for every company to make a

positive brand image and trust among the customers which can be only possible when

after sales services are provided to them.

The results of the analysis conclude that After Sales Services of a company plays

crucial role in increasing the brand loyalty of customers to repurchase their products

and services as there is positive relationship and significant positive impact of the

After Sales Services and Brand Loyalty. During the collection of data it has been

observed that the customers are more attracted towards those products on which most

of the customers rely and are also willing to pay premium prices for those products

with which they were getting after sales services. Furthermore it has been also

identified that customers usually purchase those products which are presented in a

more innovative way.

With the help of After Sales Services companies can easily reach to a large number of

audience. Every company adopt different strategy according to the nature of their

products or services to efficiently attract customer towards their offerings maximize

24

the number of their loyal customers efficiently compete their competitors and

becomes a market leader.

5.2 Recommendations:

As there is a strong impact of the After Sales Services on the Brand Loyalty of

customers therefore, the companies should focus more on the strategy of post

purchase Services to customers to attract other potential customers in market towards

their offerings to make them their loyal customers more efficiently.

With the implementation of this research study manufacturing companies of Pakistan

will be able to efficiently attract maximum customers. Furthermore with the help of

this research organizations and companies will become able to keenly focus on their

primary customers because when the needs and wants of the primary customers are

satisfied in an effective manner they advertise the company products and services

through positive word of mouth. It will intern enable them to decrease their extra

costs and increase their sales and revenue which will also help them in maximizing

their shareholders wealth.

5.3 Limitations:

The size of the sample for this study was very small and only one variable has been

studied, however there are a lot of other variables such as customers relationship

management which may also influences on the customer’s loyalty with brands. The

data was collected from only one city of Pakistan.

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5.4 Future Research:

The size of the sample must be increased in future researches and the data should be

gathered from the maximum cities of Pakistan to increase the genralizibility of

research study.

26

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Appendix

Name: _____________________________

Gender: Age:

Male

Female

Education Level:

Graduation Others

Masters

Please select the appropriate and give your agreement/disagreement towards a statement. 1 = Not important at all, 2= Not Important, 3= Neither Important nor Un Important, 4= Important, 5 = Very Important.

Statements 1 2 3 4 5

After Sales Services

I consider more the reliability of delivery time as committed by the seller.

I consider quality of the product packaging when delivered.

I feel happier when my purchased product is transfer to my specified place.

I feel happier when I receive the proper invoice/delivery papers.

Highly standardized and simple service delivery process.

The company provide me correct information about time of installation.

There is attentiveness of installation personnel in order to avoid damages.

I feel happy with the kindness and friendliness of the installation personnel.

The installation personnel also provide important instructions.

The warranty option decreases the risk factor of purchasing products of complex nature.

Company shows willingness to help and is always ready to respond to request.

The company provide reliable and dependable services.

The company has sufficient range of electronic products.

Below 25 36-40

25-30 41 & Above

31-35

31

Statements 1 2 3 4 5

Customers Loyalty

Company never fails to fulfil expectations.

Company has never disappointed so far.

Decision to choose this company for electronic products was wise.

The company always point out the best alternatives.

The company provide appropriate response when I face any problem in purchased product.

Company deserves repeat purchasing and recommendations.

I have a strong sense of belongingness to the company.

I am willing to stay with the company because it provides greater benefits in comparison of other available options.

Company can be trusted in what it says and does.

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