The Effect Of After Sales Service On Customers Retention The Case Of Tecno Mobile In Addis Ababa, Ethiopia
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Date
2019-06
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Addis Ababa University
Abstract
This research aims to study the effect of after-sales service on customer retention in case of Tecno
Mobile, at Addis Ababa. The five independent variables namely; warranty, online support, provision
of accessories, facility and equipment supply, maintenance and repair. The dependent variable was
customer retention. Quantitative research method and non probability sampling technique
(convenience) was applied.
The results of the study revealed that the majorities of Tecno Mobile after sales service customers
were moderately satisfied with the overall after sales service delivered by the company. But, online
support and equipment supply seems somehow lacked great approval by customers since their
response was lower than other variables even though the average score is met. The correlation result
also proved that all five independent variables have strong and positive relationship with customer
retention, dependent variable. The regression result also showed that the cumulative effect of
independent variables on customer retention reached 62.4% .Normality test was also conducted and
approved it the data were normally distributed.
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Keywords
customer retention, maintenance, equipment supply