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THE INFLUENCE OF AFTER SALE SERVICES ON THE CUSTOMER

LOYALTY

By
Waqar Ahmad

Thesis submitted to the faculty of the Institute of Management Sciences, Peshawar, in


Partial fulfillment of the Requirements for the Degree of
BBS (Marketing)

Institute of Management Science, Peshawar

2013-15

Certificate of Approval

I certify that I have read THE INFLUENCE OF AFTER SALE SERVICESON


THE CUSTOMER LOYALTY by WAQAR AHMAD, and that in my opinion this
work meets the criteria for approving a thesis submitted in partial fulfillment of the
requirements for the BBS (Marketing) 4th Semester at the Institute of Management
Sciences, Peshawar.

Supervisor
Name: Ms. Sonia Asmat
Designation: Lecturer
Signature: _________________

Coordinator Research and Development Department


Name: Dr. Owais Mufti
Signature: _________________

Declaration

I, hereby declare that the research submitted to R&DD by me is my own original


work. I am aware of the fact that in case my work is found to be plagiarized or not
genuine, R&DD has full authority to cancel my research work and I am liable to penal
action.

Students Name: Waqar Ahmad


Date: 18/12/2015

Dedication

This Research is dedicated to my Parents, Friends and respected teachers for their
patience and support.

Abstract

Satisfaction of customer is the main goal of every company to make them their loyal
customers and retain them for a longer period. Today due to increase in competition
the focus of organizational leaders shifted from profit to satisfaction of customers.
The main focus of this research is to study the influence of post purchase services on
the Customer's loyalty. The total number of the selected sample size was one hundred
and fifty in which one hundred and twenty seven respondents took active part in the
research study. The data was collected through convenient sampling technique from
the potential respondents were the citizens of Peshawar. The data for this research
study was gathered by using five point likert scale questionnaire which was personally
distributed among the selected sample size to know about their understandings and
views related to the Customers Loyalty and After Sales Services. The results of the
analysis conclude that After Sales Services of a company plays crucial role in
increasing the brand loyalty of customers to repurchase their products and services as
there is positive relationship and significant positive impact of the After Sales
Services and Brand Loyalty. During the collection of data it has been observed that
the customers are more attracted towards those products on which most of the
customers rely and are also willing to pay premium prices for those products with
which they were getting after sales services.

Acknowledgement

I am grateful to Almighty ALLAH, Whose blessings have always been a source of


encouragement for us and who gave us the ability to complete this task. I also wish
my heartiest thanks to my parents who supported me financially as well as morally
throughout my academic career and pray for me all the time. I can never turn down
their efforts they put forward for my bright and prosperous future.
I also dedicate this dissertation to my many friends and who have supported me
throughout the process. I will always appreciate all they have done, especially
I can never forget guidance the efforts of my humble teachers. I am very thankful to
them who helped me during the course of study and motivated me all the time. I am
thankful to my supervisor MS. Sonia Asmat for his kind support and help in this
thesis.

Waqar Ahmad

Table of Contents
Declaration......................................................................................................................i
Dedication......................................................................................................................ii
Abstract.........................................................................................................................iii
Acknowledgement........................................................................................................iv
Table of Contents...........................................................................................................v
Chapter-1 Introduction...................................................................................................1
1.1 Background..........................................................................................................1
1.2 Identification of Problem:....................................................................................2
1.3 Problem Statement:..............................................................................................2
1.4 Research Question:...............................................................................................3
1.5 Rationale of the Study:.........................................................................................3
1.6 Objectives of the Study:.......................................................................................3
1.7 Scope of the Study:..............................................................................................4
Chapter- 2: Literature Review........................................................................................5
2.1 After Sale Service:................................................................................................5
2.1.2 Objectives of A.S.S.......................................................................................5
2.1.3 Important Components:.................................................................................7
2.1.4 Problems in the Outsourcing of after Sale Services....................................10
2.2

Customer Loyalty:.........................................................................................11

2.2.1 Types of Customers Brand Loyalty...........................................................13


2.3 Theoretical Framework......................................................................................14
2.4 Hypothesis..........................................................................................................15
Chapter-3: Methodology.............................................................................................16
3.1 Sample:...............................................................................................................16
3.2 Instruments and Measures:.................................................................................16
3.3 Procedures:.........................................................................................................16
4.1 Frequency Distribution.......................................................................................17
4.2 Reliability Analysis:...........................................................................................20
4.3 Correlations:.......................................................................................................21
4.4 Regression:.........................................................................................................22
Chapter-5: Conclusions and Recommendations..........................................................25
5.1 Conclusion:........................................................................................................25
5.2 Recommendations:.............................................................................................26
5.3 Limitations:........................................................................................................26
5.4 Future Research:.................................................................................................27
References....................................................................................................................28

Chapter-1 Introduction
1.1 Background
Satisfaction of customer is the main goal of every company to make them their loyal
customers and retain them for a longer period. Today due to increase in competition
the focus of organizational leaders shifted from profit to satisfaction of customers
because every organizational leaders accept that when they will become able to satisfy
their existing customers they will be also able to attract other potential customers in
market. the organizational leaders also accept that for the survival in market and to
compete rivals maintaining loyal customers become very important because only
loyal customers can help them out in maintaining their market position by promoting
a products and services through positive word of mouth advertisements which force
them to also use such brands. Due to this way organizations may also decreases their
cost on advertisement and other un necessary expenses. Pakistan has developing
economy and every business leader consider it as an important location for growing
their business orperations. For this purpose from the past few years many
multinationals have started their operations and bring dramatic change and boost in
the competition of every industry by introducing new and techniques of customers
satisfaction. It also shift the main focus of beurocrates and business leaders from
profit maximization to customers satisfaction and retention. Every company is in
search such ways which enable them to build and maintain good relationships with
customers. Companies are continuously customizing their offerings through adopting
different marketing strategies according the needs and required standards of
customers. Increase in compaction and market saturation for every single need there
are a lot of products which make the purchase decision of customers more complex
therefore they usually go for such products in which they feel more ease. After sale

services is an innovative and unique marketing strategy and has a great potential to
attract more customers toward products.

1.2 Identification of Problem:


Increase in globalization also increases the focus of market leaders to change their
marketing strategies. Their focus towards spending extra amount on advertising
campaigns shifted to provide after sales services to their customers. Every company is
in continuous search of such strategies which are more customers oriented that can
helps in increasing the loyalty of customers. Due to the risk aversion of Pakistani
customers it is observed that their purchase decisions are more complex and slow and
when ever they make decision to purchase complex products or avail any service they
usually consult their peer groups and gather all the required necessary knowledge and
information other authentic sources. Today customers also face limitations of time
therefore also willing to pay extra money for such products in which there is less risk
and get maximum satisfaction. It is observed that in Peshawar most of the business
owners are happy by running their business operations through traditional ways and
techniques and are not willing to introduce new ways which often become the cause
of their failure. It is also observed that they adopt different costly strategies for
increasing customers loyalty and often ignore the strategy of after sales services
however customers are willing to pay extra amount for such services. Therefore an
investigation is necessary to increases customers satisfaction and their loyalty by
providing them extra benefits in response of their payment for products.

1.3 Problem Statement:


As increase in the loyalty of customers help an organization to boost up their sales
and also to gain edge on rivals. Therefore finding the important factors that can help

companies in Peshawar is very important to bring efficiency in their marketing


strategies which enable them to increase their customers loyalty.

1.4 Research Question:


Is there comes increase in the customers loyalty by adopting the strategy of after
sales services?

1.5 Rationale of the Study:


The reason behind conducting this research study is the identification of relationship
between the strategy of providing services after the purchase of products or services
and loyalty of customers. This research study has the potential to explain the strategy
of post purchase services and its affect on enhancing the loyalty of customers in a
more batter way. This research study will help out the marketers and leaders to pay
more attention on the strategy of post purchase services for the enhancing the loyalty
of their customers. With the help of this research study marketers will initiate new
ways through which will help them out in building and maintaining good relationships
with their customers and will be also able to easily identify the changes in their needs
and things that they prefer more and want from company.

1.6 Objectives of the Study:


The main objectives are:

Identifying the affect of After Sales Services on the customers loyalty.


Examining the influence of After Sales Services on Customers Loyalty.
To make recommendation on the basis of primary and secondary data which
.

can help out the organizations to increase the loyalty of their potential
customers and also attract secondary customers towards their products to
maximize their sales.

1.7 Scope of the Study:


The main focus of this research is to study the influence of post purchase services on
the Customer's loyalty. This study will batter explain the importance of all those
services that are provided to customers after the sale process that how it play vital role
in influencing the loyalty of customers and how it affect customers to make their final
purchase decision. Furthermore due to this study companies will be able to know the
importance of after sales services while appealing to a large number of audience and
attract more customers towards their products and services.

Chapter- 2: Literature Review


2.1 After Sale Service:
Competition in marketing strategies continuously increasing the importance and need
of customers efficient services for competing competitors (Adrian, 1995). The author
also stated that from few years companies are continuously struggling for the
retention of customers instead of appealing to new customers. Because when once the
potential customers are retained than they also attract their other friends and family
members towards using those products. Therefore every strategy of marketer mold to
their existing customers that they are serving. Companies who are trying to attract
new customers spend five time more than maintaining loyal customers with them
(Kotler, 2002).
Providing all those services to customers that are for the main purpose to make the
use of products more easier known as after sales services (Gaiardelli, 2007). The after
sales services include all activities that are in support of purchased products
(Rigopoulou, 2008). The author explained that after sale services should be provided
with the purchase of complex products to familiar customers with it. Potluir, (2010)
argued that the after sales services is divided into to two broad categories:
Tangible Goods: After sales services is the operating activities of each and every
member in the distribution chain related to products.
Services: After sales services can be also provided to those customers who are
availing the services of a company that are often named supplementary services.
2.1.2 Objectives of A.S.S
According to Loomba, (1998) for increasing the satisfaction of customers are:

Brand image.

Trust and

Credibility.

The author also discussed that through these three pillars companies become able to
build long lasting relationships with their customers and want to make them their
loyal customers to hold their market position. Moreover when once an organization
become successful in building and maintain good relationships with their customers
they become able to continuously increase their sales and market shares (Murthy,
2004). The author also argued that through building good relationships with
customers also help out an organization to efficiently cut down their costs i.e on
advertisement.
Forooz, (2006) also found that by providing after sales services enhances:

Competitive Edge.

Customers Satisfaction.

Customers loyalty for companys Offerings.

Retention of Customers.

Healthy relationships with customers.

New product development and success.

Increasing profit margins.

Cost minimization.

Meeting the expectations and required standards of customers enhances their level of
satisfaction and also streamline the management of services (Gaiardelli, 2007). The
author also explained that providing post purchase services to customers enable an
organization to increase their sales maximize their profit. Ladokun, (2013) also states
that when a customer purchase a product of a company and services are provided to
them they feel more satisfied and their intentions to use their other brands also
increases. As Alireza, (2011) also identified that providing services after the sales of
products or services decreases the chances of customers dissatisfaction because after
the purchase of the products when they face any problem in its operations or if there
comes any defect and receive late or no response from a company their level of
dissatisfaction tends to be increased .
By providing after sales services to customers their loyalty towards particular brand
increases (Hallowell, 1996). Furthermore for building good relationships with
customers and for gaining their loyalty it is very important to provide after sales
services to customers (Martisiute, 2010). The author also found that when a company
fails to provide efficient services after the purchase of a product their level of
dissatisfaction tends to be increased and they start search for other possible alternate
solutions and also promote the products of company through bad word of mouth
which becomes the cause of company failure.
2.1.3 Important Components:
The following important components of post purchase services are: (Goffin, 1999)
2.1.3.1 Installation:

Installation is the main crucial component of products. This service is usually


provided for products having complex nature and required special skills and expertise.
Nemati, (2010) also explained that facility of installation is provided by the company
to those products which having the safety issues.
It also included providing users training programs that are very necessary to familiar
customers with the complex nature of products and its functions that enable them to
efficiently operate it.
2.1.3.2 Documentation:
There is also a need of proper documentations for some products like medical
electronics i.e equipments of operation, its installation, maintenance and repair. Hence
every manufacturer should also provide a facility of effective documentation for the
facilitation of customer.
2.1.3.3 Online Support:
For some products and services there is also a need of providing telephonic advice
and information to customers. In this service experts provide the facility of online
consultancy to customers to help them out in the use the purchased products
troubleshoot their issues (Gaiardelli, 2007).
2.1.3.4 Maintenance:
The facility of repair and maintenance is also an important factor which includes
cleaning, replacement and refurbishing facility. Such type of services are usually
provided in automobile industry.
2.1.3.5 Up-gradation:
Bringing modification in products also act as important element for the support of
product because it allow customers to use a product in a more batter way. For
example, the manufacturers of laptops and computers offer the option of up gradation

because they increase the durability of the products which can be also a significant
source of revenue. Providing the up gradation option the manufacturers of original
equipment have the competitive advantage because they have the complete records
that where the equipment has been sold.
Instead of the above factors of after sales services of Goffin, (1999), Potluri, (2010)
also identified that there are the also following major tasks or factors that are related
to the after sales services:
2.1.3.6 Provision of Information:
It refers to the

Products or Services Confirmation.

Its Availability.

Time of Delivery.

Cost.

Information of placed order.

2.1.3.7 Delivery of Service:


The service delivery refers to the delivering of purchased products to customers at
their specified location or address. It requires the undertaking of different tasks by the
services provider which depends on the nature of the product and services. While
delivering the products or services to customers, manufacturer should clearly define
the terms and conditions minimize the chances of risks (Saccani, 2007).
2.1.3.8 Maintenance & Repair:

Repair and maintenance is also one among the important factors after sales service
which is provided to customers in response of their problems faced in products.
Providing the repair and maintenance facility to customers increases their satisfaction
level and also increases their intentions to purchase a product or services.

2.1.4 Problems in the Outsourcing of after Sale Services


After the outsourcing of after sales services the company faces different challenges
that are as follows: (Gaiardelli, 2007)
2.1.4.1 Filch:
When a company outsource their after sales services they becomes able to reduce
their cost on operational issues that are related to the management of service centers
while on the other hand the chances of filch also increases.
2.1.4.2 Non-Compliance Risk:
There is also risk non-cooperation or disobedience of the specified regulatory terms
and conditions because the services centres have their own ways of doing their jobs
which becomes very difficult to streamline the activities of company and third party
wanders.
2.1.4.3 Dissatisfaction:
There may also comes the factor of dissatisfaction from the performance of wanders
because they often use solutions of services management which do not have the
capability to produce the desire results.
Liu, (2000) also shows that there are the following challenges that may arises while
providing the after sales services to customers.
2.1.4.4 Quality of Data & its Management:
Foss, (2010) found that there may also comes a problem of customers data and its
management while providing after sales services. In every industry it is the main aim
of the company to develop a database of the customers in which there is a complete
record of their customers to maintain good relationship with their customers
(Masoome, 2013). While it has been often observed that mostly the companies have a

incompetent database and a very poor quality of customer data because they usually
do not have frequent interaction with their customers (Irini, 2008).

2.2

Customer Loyalty:

The loyalty of a customer with a brand refers to the level at which a customer want to
repurchase and recommend same product or service for a same need again and again.
Oliver, (1999) also defined the loyalty of customers with a brand as it representation
customers indentations to re purchase a product or service in future despite there are
situational influence and marketing efforts having the potential to cause
switching behaviour. Kotler define the term loyalty as it refers to the lasting
commitment of an individual to their friends, family or their country while in the
literature of marketing it usually refers to the most preferred brand of an individual
which they are willing to re purchase again and again (Tavana, 2013). Furthermore
the author also argued that in the relationship marketing it has often been found that
the loyal customers are more profitable and also attract other customers towards their
favourite brands. Vazifehdust, (2012) argued that good relationships with customers
usually make a chain that starts from their perceived value which they have in their
mind regarding the product or services. The author also argued that when a product or
services have an ability to efficiently meet that perceived value customers are willing
to re purchase and use companys offerings in a longer run. While in contrast when a
product or service do not have ability to meet the perceived level of customers the
customers are not willing to re purchase a product or services, therefore it is very
important for every company to build a brand trust by making good relationships with
them to efficiently analyze the needs and wants of their customers to make them loyal
customers to their brands. Palmer, (2005) also argued that the customer loyalty with
brand is the main key towards the success and failure of every company which can be

only achieved by providing the desired level of quality products and services to them
that have an ability to efficiently satisfy their needs and wants. The author also argued
that when once a company increase a number of their potential customers their cost
continuously decreasing and they are able to increase their sales volume, revenue and
profit margin. Oliver, (1999) states that loyalty is a continuous process that starts from
some cognitive beliefs and ends on the final purchase. Increasing customers
satisfaction level helps in making them loyal to specific brands is the main important
objective of relationship marketing (Kumar, 1999). Initially in the literature the main
focal point of marketing researchers were to understand customers to become able to
efficiently satisfy their needs and wants to compete their competitors while in recent
literature it has been observed that relationship marketing is the main key of
increasing the customer loyalty and found as an important determinant of long term
profitability (Akrofi, 2013). Aggarwal, (2013) found that in todays highly
competitive and highly turbulent environment only those companies can survive who
have an ability of making their customers more loyal by providing them quality
products and services. As Afzal, (2010) also found that according to customers quality
of a product or service is high when it have an ability to efficiently satisfy their needs
for which they have purchase it. The organizations strengthen their relationship with
the customers by satisfying their needs and wants efficiently make them the loyal and
primary customers of the company who then influence the secondary customers to
purchase the product of the company which increase their sales and revenue (Chen,
2007). Furthermore he also argued that maintaining a good interactive relationship
with the satisfied customers by offering them such type of products or services which
have the ability to efficiently satisfy their needs and wants which build good image of
the companys products and services in the mind of other customers which can

efficiently maximize their sales and profit margin. Through relationship marketing
when the once the company becomes successful in building good relationship with
their customers their number of potential customers increases (Gilaninia, 2012).
Because when the customer use the product or avail the services of their company and
their need has been efficiently satisfied they becomes the loyal customers of the
company and also promote their products and services through word of mouth and
also attract other customers towards their offerings. As (Gommans, 2001) argued that
in todays era the customer satisfaction helps an organization to remain in market for a
longer period and also helps them to increase their shareholders wealth. Furthermore
he also argued that customers are willing to use a product for a longer period of time
when the quality of products and services is according to perception. Every company
want to increase their number of potential customers and maximize their shareholders
equity (Parvatiyar, 2001). When once a company becomes successful in building good
brand trust their number of potential customers increases (Haq, 2012). As Verhoef,
(2003) argued that in todays era the customers loyalty helps an organization to
remain in market for a longer period and also helps them to increase their
shareholders wealth. Furthermore he also argued that a customer will use a product
for a longer period of time when quality products and services are provided to them.
2.2.1 Types of Customers Brand Loyalty
2.2.1.1 Attitudinal Loyalty
It refers to the psychological commitment of a customer (Odin, 2001). Furthermore
the attitudinal loyalty of a brand usually increases after the efficient solution of a
problem that cause after the usage of a product or services. Means when a customer
face any problem and for the solution of that specific problem when they use any
specific product and their need satisfied they are willing to use that product in future.

Mao, (2010) also study attitudinal loyalty and concluded that it is the analysis of
consumers attitude that develops due to their psychological loyalty with the brand.
2.2.1.2 Behavioural Loyalty
It is the representation of the results that can be easily observed due to the attitudinal
loyalty of a customer (Mahmud, 2012). Akhter, (2011) define the term behavioural
loyalty of a customer as it is the repurchase behaviour of a customer and also known
as the purchase loyalty of a customer. Means when a customer purchases a same
brand for a specific need again and again. It is the representation of the behaviour of a
customer that which brand they prefer and why they are using a specific product or
services for a same need (Nawaz, 2012).

2.3 Theoretical Framework

2.4 Hypothesis

H1: Significant relationship exists between After Sales Services & Customers
Loyalty with brand.

Chapter-3: Methodology
3.1 Sample:
The total number of the selected sample size was one hundred and fifty in which one
hundred and twenty seven respondents took active part in the research study. The data
was collected through convenient sampling technique from the potential respondents
were the citizens of Peshawar because it will become very difficult to gather and
compile data in other sampling techniques i.e random sampling technique.

3.2 Instruments and Measures:


The questionnaire elements have been adopted from the research study of Alireza,
(2011) and Rai, (2013) to collect data from the respondents regarding After Sales
Services and Customers Loyalty in the manufacturing Industry. The data for this
research study was gathered by using five point likert scale questionnaire which was
personally distributed among the selected sample size to know about their
understandings and views related to the Customers Loyalty and After Sales Services.

3.3 Procedures:
From the secondary sources five point lickert scale questionnaire was designed and
distributed among the selected sample size to understand their concern related to after
sales Services and also its influence on Customers Loyalty. After receiving the
response of potential respondents through questionnaires the collected qualitative data
has been converted to quantitative data through SPSS to further analyze the responses
of responses and reach to final conclusion.

Chapter-4: Results & Analysis

4.1 Frequency Distribution


Table 4.1.1
Gender

Male

Female

Total

Cumulative.

Percentage

Percentage

Percentage

84

66.1

66.1

66.1

43

33.9

33.9

100.0

127

100.0

100.0

Valid.
F

Valid.

Fig 4.1.1
The above table and figure shows the frequencies related to the gender of respondents
that the total number of respondents were One Hundred & Twenty seven respondents
.

in which 84% respondents were male and 33.9% were female respondents.
.

Table 4.1.2
Age
F
.
Valid
.

Percentage

Valid
Percentage

Cumulative
Percentage

Below__25

13

10.2

10.2

10.2

25__30

17

13.4

13.4

23.6

31__35

43

33.9

33.9

57.5

36__40

35

27.6

27.6

85.0

41 & Above

19

15.0

15.0

100.0

Total

127

100.0

100.0

Fig 4.1.2
The above table and related pie chart is showing the frequencies related to the age
group of respondents. From the above table it has been concluded that out of total one
hundred and twenty seven respondents 10.2% were in the age group of below 25
years, 13.4% were from 25__30, 33.9% were from 21__35, 27.6% were from 36__40
and 15.0% were from 41 and above.

Table 4.1.3
Education Level
Valid
Percentage
.

Valid.

Graduation
Masters
Others
Total

Percentage

Cumulative
Percentage
.

22

17.3

17.3

17.3

68

53.5

53.5

70.9

37

29.1

29.1

100.0

127

100.0

100.0

Fig 4.1.3
The frequencies and pie chart is related to the level of education of respondents which
shows that out of total one hundred and twenty seven respondents 17.3% have
completed their bachelors degree while 53.5% respondents have completed their
master degrees and 29.1% respondents have done diplomas and other studies.

4.2 Reliability Analysis:


Sr.

Variable

Cronbach's Alpha

N of Items

After. Sales. Services

0.824

13

Customers. Loyalty

0.750

10

Overall

0.887

23

The reliability analysis is used for the checking significance level of the questionnaire
that either the elements that was adopted for the questionnaire were relevant to the
variables or not? From the results it is concluded that all the items of the questionnaire
are relevant because the cronbachs alpha is 0.887>0.6.

4.3 Correlations:
Table 4.3.1
(CORRELATIONS)

A.S.S

A.S.S

C.L

.814**

Pearson Correlation

Sig. (2-tailed)
N.
C.L

Pearson Correlation
Sig (2-tailed)
N.

.000
.

127

.814**
.

127

.000
.

127

127

**. Correlation is significant at the 0.01 level (2-tailed).


Interpretations:
The above table4.3 is revealing the analysis of correlations between after Sales
Services with the Brand Loyalty of consumers. The correlation analysis is showing
the value of 0.814**, with significant value 0.000 which indicates that a positive
correlation exists between after Sales Services with Brand Loyalty of consumers.

4.4 Regression:
Table 4.4.1
(MODEL SUMMARY)
.

Model

R Square

.814a
.

.662
.

Adjusted R
.

Square

.659
.

Std. Error Of the


.

Estimate

.32380
.

a. Predictors: (Constant), A.S.S


Interpretations:
In the above mentioned table of model summery the value of R is 0.814 which is
representing the strong relationship of after Sales Services of consumers. The R
square value is expressing the proportion of variance that by bringing present change
in after sales Services there will comes 0.618 present change in the Brand Loyalty of
consumers.
Furthermore the Standard Error value between after sales Services and Brand Loyalty
of consumers is .32380 is also very less and confirms that the selected sample size is
sufficient for this study because the value of standard error tends to be decreased by
increasing the sample number of respondents.

Table 4.4.2
(ANOVAb)
.

Sum Of
.

(Model)

Squares

1. (Regression)
.

(Residual)
(Total)

Mean

df

Square

Sig.

25.647

244.620

.000a

13.106

125

.105

38.753

126

25.647
.

a.. Predictors: (Constant) A.S.S


b.. Dependent .Variable: C.L
Interpretations:
The table of ANNOVA is also indicating the significant relationship between after
Sales Services and Brand Loyalty of consumers. In the table as the value of
significance is 0.000 > 0.05 therefore it is concluded that a strong relationship exists
between after Sales Services with consumers Brand Loyalty.

Table:4.4.3
(COEFFICIENTSa)
Unstandardized
Coefficients
Model

Std. Error

(Constant)

.907

.195

A.S.S

.773

.049

1.

Standardized
Coefficients

Beta

.814
.

4.654

.000

15.640

.000

a.. Dependent. Variable: C.L


Interpretations
The table of coefficient is revealing that the value of beta is 0.786 with a significance
value less than 0.000. Therefore the table of coefficient also confirms a relationship
between the after Sales Services & Brand Loyalty of consumers.
Therefore the alternative hypothesis H1 is proved and accepted.

Sig.

Chapter-5: Conclusions and Recommendations


5.1 Conclusion:
The reason to conduct this study was the investigation of effect of After Sales
Services on Brand. Loyalty customer which will help manufacturing Industry of
Pakistan to increase their brand loyalty among customers because now a days due to
the increase of rivals in the manufacturing industry customer want to completely
aware themselves about the products or services that what they are getting in response
of their money. Before making intentions towards the purchase of a new products or
services customers usually rely on the brand trust, its image of other customer and
also After Sales Services. Therefore it is very necessary for every company to make a
positive brand image and trust among the customers which can be only possible when
after sales services are provided to them.
The results of the analysis conclude that After Sales Services of a company plays
crucial role in increasing the brand loyalty of customers to repurchase their products
and services as there is positive relationship and significant positive impact of the
After Sales Services and Brand Loyalty. During the collection of data it has been
observed that the customers are more attracted towards those products on which most
of the customers rely and are also willing to pay premium prices for those products
with which they were getting after sales services. Furthermore it has been also
identified that customers usually purchase those products which are presented in a
more innovative way.
With the help of After Sales Services companies can easily reach to a large number of
audience. Every company adopt different strategy according to the nature of their
products or services to efficiently attract customer towards their offerings maximize

the number of their loyal customers efficiently compete their competitors and
becomes a market leader.

5.2 Recommendations:
As there is a strong impact of the After Sales Services on the Brand Loyalty of
customers therefore, the companies should focus more on the strategy of post
purchase Services to customers to attract other potential customers in market towards
their offerings to make them their loyal customers more efficiently.
With the implementation of this research study manufacturing companies of Pakistan
will be able to efficiently attract maximum customers. Furthermore with the help of
this research organizations and companies will become able to keenly focus on their
primary customers because when the needs and wants of the primary customers are
satisfied in an effective manner they advertise the company products and services
through positive word of mouth. It will intern enable them to decrease their extra
costs and increase their sales and revenue which will also help them in maximizing
their shareholders wealth.

5.3 Limitations:
The size of the sample for this study was very small and only one variable has been
studied, however there are a lot of other variables such as customers relationship
management which may also influences on the customers loyalty with brands. The
data was collected from only one city of Pakistan.

5.4 Future Research:


The size of the sample must be increased in future researches and the data should be
gathered from the maximum cities of Pakistan to increase the genralizibility of
research study.

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Appendix
Name: _____________________________
Gender:

Age:

Male
Female

Education Level:
Graduation

Others

Belo
w 25

36-40

25-30

41
&
Above

31-35

Masters

Please select the appropriate and give your agreement/disagreement towards a


statement. 1 = Not important at all, 2= Not Important, 3= Neither Important nor Un
Important, 4= Important, 5 = Very Important.
Statements
After Sales Services
I consider more the reliability of delivery time as committed by the seller.
I consider quality of the product packaging when delivered.
I feel happier when my purchased product is transfer to my specified place.
I feel happier when I receive the proper invoice/delivery papers.

Highly standardized and simple service delivery process.


The company provide me correct information about time of installation.
There is attentiveness of installation personnel in order to avoid damages.
I feel happy with the kindness and friendliness of the installation personnel.
The installation personnel also provide important instructions.
The warranty option decreases the risk factor of purchasing products of complex
nature.
Company shows willingness to help and is always ready to respond to request.
The company provide reliable and dependable services.

1 2 3 4 5

Statements
The company has sufficient range of electronic products.
Customers Loyalty
Company never fails to fulfil expectations.
Company has never disappointed so far.
Decision to choose this company for electronic products was wise.
The company always point out the best alternatives.
The company provide appropriate response when I face any problem in purchased
product.
Company deserves repeat purchasing and recommendations.
I have a strong sense of belongingness to the company.
I am willing to stay with the company because it provides greater benefits in
comparison of other available options.
Company can be trusted in what it says and does.

1 2 3 4 5