Abstract
This study aims to examine the relationships between after-sales service, customer satisfaction, and loyalty. Moreover, this study also explains how after-sales services such as delivery, installation, product warranty, telephone/online supports, up gradation, and complaint influence customer loyalty with the mediating role of customer satisfaction. Online data were collected using a convenience sampling technique from 204 respondents who were currently using the Internet (i.e., 3G, 4G devices or fixed broadband) in Pakistan. The online-based questionnaire was implemented a five-point Likert scale with 38 items. Structural equation modeling (SEM) was performed to test the hypotheses. The results show (a) after-sales service has a significant influence on customer loyalty, (b) after-sales services effect customer satisfaction positively, (c) customer satisfaction has a direct and positive impact on loyalty, and (d) satisfaction partially mediates between after-sales service and loyalty. This study explains how service sector organizations maintain a profitable long-term relationship with customers, and how to get customer satisfaction and loyalty. In addition, this research may contribute to the literature that there exists a positive relationship between after-sales service, satisfaction, and loyalty which could apply to other service industries as well.
Highlights
Pakistan telecom industry is rapidly growing with the sales of the Internet (i.e., 3G, 4G devices, and fixed broadband)
Reliability is the consistency among constructs items
The values of reliability depend on the items consistency, the higher consistency among items, the higher the reliability of the constructs
Summary
Pakistan telecom industry is rapidly growing with the sales of the Internet (i.e., 3G, 4G devices, and fixed broadband). Internet users are increasing every year (PTA, 2018). Pakistan includes in top 30 countries regarding highest Internet users. According to statistical data available on the website (i.e., Internet World Stats), total Internet users in Pakistan are 44.6 million as of December 2017 (Stats, 2017). Pakistan total population has reached 207.7 million (Census, 2017). Internet users in Pakistan are almost 21.4% of the total population. As Internet users are increasing every year, as a result of that companies need to improve after-sales service quality to advance customer service. After-sales service helps to produce remarkable revenue in almost every business field
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