After‐sales service quality as an antecedent of customer satisfaction: The case of electronic appliances

TLDR: In this article, the authors investigate the effect of after-sales services on customers' satisfaction as well as on their behavioural intentions, namely "repurchase intention" and "word-of-mouth" (WOM).

Abstract: Purpose – The purpose of this paper is to investigate the effect of after‐sales services on customers' satisfaction as well as on their behavioural intentions, namely “repurchase intention” and “word‐of‐mouth” (WOM).Design/methodology/approach – The research conducted followed a quantitative methodology. The selected research tool was a questionnaire, which was administered via phone interviews using the CATI process. The study conducted was targeted to customers of a large retail chain marketing electrical appliances in Greece and 420 usable responses were utilised. A path analysis was performed using the “Amos 4.0” software.Findings – After‐sales service quality affect satisfaction, which in turn affects behavioural intentions. Hence, after‐sales services affect the overall offering and thus, the quality of the relationship with customers.Research limitations/implications – Limitations are related to the use of only two after‐sales services and the restricted geographical area of the field research.Prac...