The Effect of After Sales Services on Customer Satisfaction in Case Of Marathon Engineering PLC
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Date
2023-06
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Addis Ababa University
Abstract
Customers are necessary for the continuous existence of an organization. Since the survival of any business is dependent on the customer, the main purpose of every business should be in satisfying its existing customers and attracting a new customer. Hence, in order to be successful, Delivery of after-sales service is becoming increasingly critical as businesses do everything in their power to be more cost-effective, boost profit margins, and meet customer demand for a product or service. The main objective of this research is to assess the effect of after-sales services on customer satisfaction on marathon Motor. This research adopted Explanatory research method. Primary data were collected by using questionnaire that was constructed considering all the dimensions of after sales-services. Samples of 334 customers were selected using convenience sampling technique, and 276 customers completed and returned the questioners. The data was analyzed using descriptive statistics (frequency, mean and standard deviation). The statistical methods of analysis included a descriptive statistic for demographic profile, and inferential statics correlation and Regression analysis processed through SPSS. The provision of warranty, spare parts, and maintenance services has a positive coefficient and a significant impact on customer satisfaction, In spite of this; online (telephone) service has a statistically insignificant impact on customer satisfaction. The researcher recommended marathon motors who provide after-sales services to their customers to focus on their after-sales service and separately recognize and regulate its after-sales service components, based on the findings of the study. It is therefore crucial that customers receive after-sales service after they buy a product and that sellers provide it as a way to build customer loyalty, repeat business, and profitability
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After-sales service