After sale services, customer satisfaction and loyalty In automotive industry of Kenya
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Date
2013Author
Tabitha, Wanjiru Muriithi
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
To be successful, organizations must look into the needs and wants of their customers. Customer
satisfaction is important because many researchers have shown that it has a positive effect on
organization's profitability. Customer satisfaction can not only be derived from the product
purchased but also from the after sale services offered by the organization. The main objective of this
study was to assess whether after sale services offered to customers just after the sales stage have
an effect on customer satisfaction and loyalty in the automotive industry. Data was collected from
235 after sale service customers using questionnaires, 3 after sale service technician coordinators ,3
foremen and 1 after sale service manager at Toyota Kenya, General Motors, DT Dobie, Simba Colt
and Cooper Motors Corporation respectively through interview. The techniques of analysis used in
this study are descriptive and regression analysis. Customer satisfaction coefficient formulae were
used to measure and quantify the relationship between customer satisfaction and customer
requirements as depicted in Kano's model. Results indicate that after sale services such as
maintenance, spare parts supply, telephone services, warranty, car washing and documentation
services have an effect on customer satisfaction and loyalty. Another indication is that after sale
service satisfaction and loyalty have a positive relationship. In addition different companies provide
same after sale services differently to their customers which gives a significant disparity on customer
satisfaction
Citation
Master of Business AdministrationPublisher
University of Nairobi