THE EFFECT OF AFTER SALE SERVICE PRACTICES ON CUSTOMER SATISFACTION IN LG ELECTRONICS SERVICE CENTER ETHIOPIA

Abstract

The objective of this study to examined the effect of after sales service practices on customer satisfaction with special reference to LG electronics in Ethiopia. To attain this objective the study used descriptive and explanatory research design. Quantitative approaches of data collection were undertaken. The population of the study covered mainly customers of LG Electronics service center. Data were gathered through a survey using a structured questionnaire with a sample of 109 after sale service customers of LG electronics service center. The instrument used in this study is a close-ended questionnaire that was designed by the researchers. All the study variables were placed on a 5-point Linkert scales and in order to measure the after sales service practices. Returned instruments were analyzed to examine the effect of after sale service practices on customer satisfaction by using regression analysis through the use of statistical package for social science version 20. Correlation and multiple regressions were used to investigate the relationship between dependent and independent variables. The result of this study shows that all after sale service dimensions has positive significant on customer satisfaction. The correlation results indicate that there is a positive correlation between the dimensions of after sale service practices and customer satisfaction. Subsequently, recommendation was made to the management of LG electronics to set up more after sales service departments to the existing ones with experience staff with the view of developing long term relationship with the customers.