Impact of After-sales services on consumer satisfaction. Appliances ( air conditioners and refrigerators ).

By Imran Ullah

Introduction
Gitman, Lawrence J.; Carl D. McDaniel (2005) In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Philip kotler & gray armstrong (2008) Mareketers must identify core benefit ,actual and finally aftersales services (augmented) of the product that will provide most satisfying customer experience.

Statement of the research

To analyze the Impact of After-sales services on consumer satisfaction.

Literature Review
Rosen & suprenant (1998) found that after-sales service is enough for better relationship with consumers. Armstead & clark (1990) investigate that after-sales services are important means of differentiating brands rather it increases consumer loyalty and satisfaction. Rigopoulou et al. (2008) examine the consequences of after-sale service on consumer satisfaction.

Theoretical framework

After-sales services

consumer satisfaction

Operational Definitions
Consumer satisfaction Consumer satisfaction is the extent to which the products perceived performance matches a buyer expectation. After-sales service Periodic or as required maintenance or repair of equipment by its manufacturer or supplier, during and after a warranty period.

Research questions
Why distributers need to provide after-sales services to consumers ? How the distributors can provide an effective after sales service support for their customer ?

What kind of after-sale services should be preferred ?

Scope of the research

The research study will be limited to consumers of Peshawar . The study will be

Purpose of the research

The study will determine the necessity and importance of providing effective local aftersales service to the consumers for high satisfaction. Research study examine the satisfaction level of consumers in terms of after-sales services.

Objectives of the research

To know the after-sale services perception of the study. To measure the impact on future sales. To study whether consumers are satisfied from the current services in peshawar.

Significance of the research

The research will suggests understandings on the importance of after-sales services for increasing the customer satisfaction.
The study will also suggests the better ways of providing after-sales services.

Methodology
The research will follow a quantitative methodology. The selected research tool was a questionnaire personally administered. 300 questionnaire 100 for zone 1 (hayatabad, town and defense). 100 for zone 2 (tehkal and sadar) 100 for zone 3(city side)

Limitation
The study limits to the geographical location of Peshawar. The study will be limited in finding of aftersales services in two kinds of appliances available (brands) in peshawar ( air conditioners and refrigerators ).

References
Gitman, Lawrence J.; Carl D. McDaniel (2005). The Future of Business: The Essentials. Mason, Ohio: South-Western Principles of Marketing (Principles of Marketing) (9780131469181) Philip Kotler, Gary Armstrong Deborah E. Rosen, (Assistant Professor, University of Rhode Island, Kingston, Rhode Island, USA), Carol Surprenant, (Associate Professor, University of Rhode Island, Kingston, Rhode Island, USA) Irini D. Rigopoulou, (Athens University of Economics and Business, Athens, Greece)

Thanksss..