مرکز منطقه ای اطلاع رساني علوم و فناوري - THE EFFECT OF AFTER SALE SERVICE ON CUSTOMER LOYALTY AND SONY ERICSSON’S CASE

Abstract :

Recently, companies’ efforts in planning and developing a product according to the consumer needs and requests, identifying its price, promotion and making it ready to use by the proper distribution channels are not sufficient in the world. Because today’s customers have become conscious about collecting information, creating options and selecting the most appropriate ones for themselves during the purchase decision process. Thus; marketing does not just include the pre-production and its process ,before sale and sale process. Marketing attempts should also continue after sale process to ensure the continuity of the sale. This means that, companies need to keep pace with this change in order to reach their objectives and survive in the market.Products have become similar to each other with the result of the developing technology and globalization and after sale service became an obligation. Under these conditions, companies’ after-sale service for their consumers make a difference for them to reach the aims and survive. The most important advantage for the companies provided to consumers is customer loyalty. Starting from this, in this study, the effect of after-sales service on customer loyalty tried to put forward by the case study review of the Sony Ericsson.