ASSESSING THE INFLUENCE OF AFTER-SALES SERVICE ON CUSTOMER SATISFACTION: IN THE CASE OF LIFAN MOTORS PLC

Abstract

This research analyzed the influence of aftersales service on customer satisfaction in the case of Lifan motors PLC.Then based on the key variables of aftersales service (maintenance, spare parts, warranty, online service, car washing, Inspection and driving orientation) were used to measure and quantify the relationships between customer satisfaction and customer requirements by using Kano’s model.Data was collected from 90 after sale service customers by using purposive sampling technique through questionnaire, the techniques of analysis used in this study are descriptive (frequency, percentage, and mean) and inferential analysis (regression and correlation). The result from regression analysis indicate that discovered after-sales service has impact on customer satisfaction, results from correlation analysis indicate that customer satisfaction and after-sales service has positive and moderate significant relationship. Maintenance, spare parts, warranty and inspection significant contribution to overall customer satisfaction anddriving orientation and online services are significantly related to overall satisfaction of customer.Companies should solve the dissatisfaction of customers in quality, time and price of the components of after-sales service by assessing customer’s satisfaction frequently.