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The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth

The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase... Under a dynamic business environment that is seen today, organizations need to adopt the right blend of strategies to attract, retain and maintain customers. Extant marketing literature has shed light on some key roles that after-sale service and the larger customer support system could play in attaining the same. Specifically, this paper aims to attempt to model the linkages between after-sales service, service quality, customer satisfaction, customer loyalty and word of mouth (WOM).Design/methodology/approachA structured questionnaire was used to collect data from 280 two-wheeler owners, who had a recent experience of after sales service at their respective authorized service centers, through purposive sampling method.FindingsThe findings reveal that both customer loyalty and repurchase intention significantly and positively mediate the relationship between customer satisfaction and word of mouth. This indicates that satisfied customers are more likely to be loyal to the service firms and would spontaneously engage themselves with positive word of mouth.Originality/valueDespite the increasing importance of after-sales service, empirical researches on this subject have been quite limited. This study aims at filling the void in extant literature by examining the inter-relationships between after-sales service, service quality, customer satisfaction and WOM. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Quality and Service Sciences Emerald Publishing

The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1756-669X
DOI
10.1108/ijqss-01-2021-0015
Publisher site
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Abstract

Under a dynamic business environment that is seen today, organizations need to adopt the right blend of strategies to attract, retain and maintain customers. Extant marketing literature has shed light on some key roles that after-sale service and the larger customer support system could play in attaining the same. Specifically, this paper aims to attempt to model the linkages between after-sales service, service quality, customer satisfaction, customer loyalty and word of mouth (WOM).Design/methodology/approachA structured questionnaire was used to collect data from 280 two-wheeler owners, who had a recent experience of after sales service at their respective authorized service centers, through purposive sampling method.FindingsThe findings reveal that both customer loyalty and repurchase intention significantly and positively mediate the relationship between customer satisfaction and word of mouth. This indicates that satisfied customers are more likely to be loyal to the service firms and would spontaneously engage themselves with positive word of mouth.Originality/valueDespite the increasing importance of after-sales service, empirical researches on this subject have been quite limited. This study aims at filling the void in extant literature by examining the inter-relationships between after-sales service, service quality, customer satisfaction and WOM.

Journal

International Journal of Quality and Service Sciences – Emerald Publishing

Published: Sep 14, 2021

Keywords: After sale service; WOM; Service quality; Repurchase intention; Loyalty; Satisfaction; Two-wheeler industry; Parallel mediation; India; Word-of-mouth; Automotive Industry; PLS SEM; Customer satisfaction and loyalty

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