【摘 要】
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This study aimed to study the effect of the after-sales service experience and its quality on overall customer satisfaction affecting the degree of loyalty to i
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This study aimed to study the effect of the after-sales service experience and its quality on overall customer satisfaction affecting the degree of loyalty to imported automobile brands. Based on the additional marketing mix elements required for service marketing (people, process, and physical evidence, respectively), the effects and aspects of after-sales service experience quality on customer satisfaction were also investigated. Data were collected through a survey of 196 customers from the local dealership, and respondents were asked to evaluate several items related to their after-sales service experience from the local authorized dealer maintenance services. Data were analyzed using a linear regression model and R software. The results showed evidence of a relationship between satisfaction and the desire to recommend and support the fact that after-sales service satisfaction represents an antecedent of consumer satisfaction.
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