The Effect of After Sales Service on Customer Satisfaction: The Case of the Motor & Engineering Company of Ethiopia (MOENCO)
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Date
2022-06
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Addis Ababa University
Abstract
The purpose of this study is to investigate the effect of after-sales service on customer satisfaction: in the case of MOENCO. Warranty service, provision of accessory service, maintenance and repair service and facility and equipment are the four independent variables whereas customer satisfaction is the dependent variable. To identify the extent and nature of cause-and-effect relationships between after-sales service and customer satisfaction, this research adopted explanatory research method. Primary data was collected using five-point Likert scale based questionnaire that was constructed considering the four components of after sale services. Non-probability (convenience) sampling technique was used to choose samples of 314 consumers, and 304 customers completed and returned the questioners. And also quantitative research method was used and descriptive statistics were used to analyze the data (frequency, mean and standard deviation). A descriptive statistic for the demographic profile was used, as well as inferential statics correlation and regression analysis, all of which were done using SPSS software version 26. The findings demonstrate that, of the four dimensions of after-sales services; provision of accessories, maintenance & repair service, and facility and equipment has a positive coefficient and significant effect on customer satisfaction. However warranty service has statically insignificant relationship with dependent variable (customer satisfaction). The regression result also showed that the cumulative effect of independent variables on customer satisfaction reached 45% .Normality test was also conducted and approved it the data were normally distributed.
Key words: After-sales service, Customer satisfaction, MOENCO