After-Sales Service Factors Affecting Customer Satisfaction of Mobile Phones

Abstract : After-sales service is one of the most critical dimensions for customer satisfaction. However, the elements of after-sales service that influence customer satisfaction are not well studied in innovative, short-life-cycle products such as mobile phones. This study aims to identify the after-sales service elements that influence customer satisfaction. Three hundred fifty mobile phone users of different brands, identified through snowball sampling, were surveyed using a structured questionnaire. Multiple regression analyses of these data found four after-sales services: warranty, online support, service centre support or repair, and upgrades, statistically significant in influencing customer satisfaction for mobile phone brands.