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Procedia - Social and Behavioral Sciences 88 (2013) 8 – 12

Social and Behavioral Sciences Symposium, 4th International Science, Social Science,
Engineering and Energy Conference 2012 (I-SEEC 2012)

A Model to Investigate the Influence of Channel, Perceived Web

Quality, Brand Awareness, Perceived Quality on After-Sales
Service of the All-In-One Office Products
Chaisak Chitcharoena,*, Penjuree Kanthawongsb, Kanokorn Wathanasuksiric,
Penjira Kanthawongsd
a
School of Business Administration (International Program), Kasem Bundit University, Bangkok, 10250, Thailand
b
School of Business Administration, Bangkok University, Bangkok, 10110, Thailand
c
Graduate School, Bangkok University, Bangkok, 10110, Thailand
d
School of Business Administration (International Program), Kasem Bundit University, Bangkok, 10250, Thailand

Abstract

The authors of this study systematically investigated multiple relationships between brand awareness, channel, perceived web
quality, and perceived quality toward after-sales service of the all-in- iland.
The sales of some single-function products decline after the opening of a multifunction product. Based on marketing theories,
flow theory, and the technology acceptance model, independent variables such as brand, channel, perceived web quality, and
perceived quality should relate to after-sales service of the company. However, the multiple regression statistic method
revealed that only channel, perceived web quality, and perceived quality were positively related to after-sale service of the
company.

© 2013The
© 2013 TheAuthors.
Authors. Published
Published by Elsevier
by Elsevier Ltd. access under CC BY-NC-ND license.
Ltd. Open
Selection and/orpeer-review
Selection and/or peer-review under
under responsibility
responsibility of Faculty
of Department of Science
of Planning andand Technology,
Development, Kasem
Kasem Bundit
Bundit University,
University Bangkok.
- Bangkok

Keywords: channel, web quality, perceived quality, after-sales service, multifunction products

1. Introduction

The development of multifunction products has changed the marketplace for several electronics products. The
sales of some single-function products decline after the opening of a multifunction product (or a fusion product).
All-in-one products which can print, copy, scan, and fax become omnipresent in many offices [4]. To illustrate,
referring to 2003, the single-function inkjet printer
sales declined 5% from the same period of 2002, while the sales of multifunction inkjet printer increased 176% in

* Corresponding author. E-mail address: chaisak34@yahoo.com

1877-0428 © 2013 The Authors. Published by Elsevier Ltd. Open access under CC BY-NC-ND license.
Selection and/or peer-review under responsibility of Department of Planning and Development, Kasem Bundit University - Bangkok
doi:10.1016/j.sbspro.2013.08.475
 Chaisak Chitcharoen et al. / Procedia - Social and Behavioral Sciences 88 (2013) 8 – 12 9

the same time, [4] [10]. However, the combined printer, copier, and multifunction product (MFP) market in India
were estimated to be 715,202 units in the second quarter of 2012, which was accounted for a 6.8 percent increase
from the second quarter of 2011. The total end user spending was at USD $208.1 million, which increased about
35 percent from the same period last year [11].
When target buyers learn about a product, they store knowledge structures of the product in their memory [14,
16, 19]. Brand awareness refers to whether consumers can recall, recognize, or know about the brand [15].
Huang and Sarigöllü concluded that brand awareness increases brand market performance [12]. For example,
Double A has a systematic method to built its brand to worldwide and also expanding it business and its brand
by using Double a Copy Center [8]. Moreover, Fuji Xerox Company Limited was ranked highest in the
document equipment service provider segment of the 2012 Japan IT Solution Provider Customer Satisfaction
Index StudySM [9]. Ricoh brand is recognized as a leader in the office products and image communications
industry [22]. In consumer marketing, several researches show that channel performance contributes to building
brand [7, 26]. In addition, distributing through good-image stores communicates that a brand has good quality.
To illustrate, The Department of Business Development DBD) verified
plaque by Ministry of Commerce of Thailand. seal is awarded to registered businesses that
meet strict criteria and established quality standards (Best Practice) in e-commerce, allowing customers to safely
and securely shop online channels with confidence and trust [3]. Then, DBD Verified is a trust mark which
assures -Commerce business and met all relevant criteria
through a comprehensive evaluation that meets international standards or being Best Practice. Customers can be
certain that buying Canon products through online channels is convenient and secure at Canon eStore [3].
Therefore, this study aims to investigate the impact of channel, perceived Web quality, brand awareness, and
perceived quality toward after-sales service of the all-in-one office products.

2. Brand Awareness, Perceived Quality, Channel, and Perceived Web Quality

The knowledge structures about a brand increase the value buyers obtain from the product by influencing their
thinking, feeling and doing with respect to the product [16]. Thus, brand awareness whether
consumers can recall or recognize a brand, or simply whether or not consumers know about a brand [15]. Brand
awareness emphasizes a kind of learning advantage for the brand. Brand awareness increases brand market
performance [15]. Support service is one of the primary factors for building brand. After-sales service is found
to be a more important product-selection criterion than price in high-tech markets [1]. There are limited research
examining the effects of after-sales service on brand awareness and perceived quality. However, Acme Brick is
remembered as offering excellent support services such as a 100-year limited guarantee [17]. In consumer
marketing, research shows that channel performance contributes to building brand awareness [7, 27]. Good
store-image attracts more attention, interests, and contacts from potential consumers, as well as increases
consumer satisfaction and positive word of mouth. Thus, distributing through good-image stores signals that a
brand has good quality. Distribution intensity also has a positive impact on dimensions of brand awareness
because high distribution intensity increases the probability of buying a brand wherever and whenever consumers
want [26]. Specifically, since the increase in distribution intensity reduces consumer efforts for finding and
acquiring a brand, consumers are likely to perceive it as more valuable, which in turn increases consumer
satisfaction and brand awareness [16]. In industrial marketing, the activities of order processing, coverage, and
delivery are found to be critical for building brand awareness [20]. Several researchers found that these activities
positively affected perceived quality and brand awareness [16, 24]. Hence, we hypothesize the following:
Aladwani and Palvia [2] proposed user-perceived Web quality measures based on the scale development
study. They suggested perceived Web quality as the users' evaluation of a website's features meeting users' needs,
reflecting overall excellence of the website. Based on the exploratory factor analysis, they provided four
dimensions of perceived Web quality: technical adequacy, content quality, specific (service) content, and
10 Chaisak Chitcharoen et al. / Procedia - Social and Behavioral Sciences 88 (2013) 8 – 12

perceived quality. The researchers define the perceived Web quality with service contents as the user's perception
on the customer service and privacy based on the website interface and functions [13]. The authors further argued
that the perceived Web quality with service contents (e.g., customer service and privacy contents) of self-service
technologies, such as an e-commerce website, could positively influence a consumer's perception of enjoyment of
the system and shopping behavior [5]. Swan and Rosenbaum [23] found that there are features of a website's
interface that play a role in the social construction of trust as people explore a website. In applying flow theory
and the technology acceptance model [6, 25], Koufaris [18] found that website factors influence the consumer's
emotional responses, such as shopping enjoyment. Considering all this, we may formulate the following
hypothesis: brand awareness, perceived quality, channel, and perceived web quality are positively related to after-
sales service.

3. Methodology and Results

The sample size of 289 from 500 questionnaires had been estimated using G*Power 3.1.2 software, given
effect size of 0.0377, alpha of 0.05, beta of 0.95. The target population was the customers for after-sales services
of multifunction office products data collection was accomplished through
technical staff for the all-in-one office products of the company in September of 2012. A survey questionnaire
assessing the construction of the current study was developed from published scales of previous research as stated
in the literature review. All of the scales were measured on a 5-point Likert scale, ranging from 1 = strongly
disagree to 5 = strongly agree. A total of 500 self-administrated questionnaires were distributed to all students in
the two classes and 289 usable surveys were returned giving an overall response rate of 57.8%. The sample was
females (61.6%) more than male (38.4%); the majority of the respondents was 30-39 years old (38.1%); most of
aff position (81%). In this study, the psychometric properties
of the instrument were utilized for checking reliability and construct validity. The alpha coefficients of the
reliability analysis ranged form 0.722 - 0.860 indicating that all of the scales were acceptable [21]. Construct
validity was assessed by principal component analysis. The analysis produced 5 components. All results and
multiple regression analysis are reported in the table below.

Table 1. All results and multiple regression analysis

Dependent Variable: After-Sales Service: Mean = 3.57, S.D. = 0.572,C.A.= 0.830

r = 0.652, r2 = 0.425, **p <.05; n = 289
Independent variables Mean S.D. t Sig. VIF
Alpha (C.A.)
Brand Awareness 3.30 .71 .860 .086 1.567 .118 1.491
Channel 3.36 .54 .851 .314 5.814 .000** 1.439
Perceived Web Quality 3.51 .60 .722 .284 5.301 .000** 1.420
Perceived Quality 3.52 .56 .822 .153 2.555 .011** 1.761

Only channel, perceived web quality, and perceived quality were found to be significant determinants of after-
sales service of the multifunction office products of the company, explaining 65.2% of the total variance. The
beta-coefficient of channel is 0.314, that of perceived web quality is 0.284, and that of perceived quality is 0.153
respectively. Therefore, channel was the most significant predictor, following by perceived web quality and
perceived quality, while brand awareness was not a significant predictor. There was no multicollinearity problem
when no VIF value was not equal or higher than four [21]. Overall, the results indicated a statistically significant
linear relationship between the constructs with a p-value less than 0.05. There were positive associations between
channel and after-sales service, perceived web quality and after-sales service, and perceived quality and after-
 Chaisak Chitcharoen et al. / Procedia - Social and Behavioral Sciences 88 (2013) 8 – 12 11

sales service. Hence, some parts of hypothesis were supported. The multiple regression analysis for identifying
the relationships between independent and dependent variables are illustrated in figure below.

= .086
Brand Awareness

= .314**
Channel After-Sales
= .284** Service

Perceived Web Quality

Perceived Quality
H2: =.153**

Fig.1. Conceptual model of the

Note: Significant paths (p<.05) between constructs were reported with standardized beta weights

4. Discussion and Conclusions

This research sought to systematically identify multiple relationships between brand awareness, channel,
perceived web quality, and perceived quality toward after-sales service of the all-in-
company in Bangkok, Thailand. The sales of some single-function products decline after the opening of a
multifunction product (or a fusion product). Brand awareness refers to whether consumers can recall, recognize,
or know about the brand. Based on brand, channel, flow theory, and the technology acceptance model,
independent variables like brand, channel, perceived web quality, and perceived quality should relate to after-
sales service of the company. However, the multiple regression statistic method revealed only channel, perceived
web quality, and perceived quality were positively related to after-sale service of the company. Thus, the

respectively when implementing service strategies for the products. The co

invest more times and money concentrating on improve channel, provide better web quality, and maintain good
quality of the products. Although our study provides insights into what determines after-sales service, it has
several limitations. The fact that the participants come from one company limits the generalizability of the
results. This research sets a timely stage for future research in understanding the determinants of customer
satisfaction. Finally, additional determinants of after-sales service should be further investigated.
12 Chaisak Chitcharoen et al. / Procedia - Social and Behavioral Sciences 88 (2013) 8 – 12

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