A STUDY ON CUSTOMER SATISFACTION ON AFTER SALES SERVICE OF SAMSUNG MOBILES IN KOMPALLY REGION

A STUDY ON CUSTOMER SATISFACTION ON AFTER SALES SERVICE OF SAMSUNG MOBILES IN KOMPALLY REGION

Dr. G. Nedumaran
Research supervisor
Department of commerce
Alagappa University
Karikudi
Drmaran3@gmail.com

Mr Shaik Shakeel
Research Scholar(part Time)
Department of commerce
Alagappa University
Karikudi
shakeelshaik4321@gmail.com

Introduction:

Any organization's bottom line is largely dependent on its clientele. A clear transition from a firm focused on products to one focused on customers has taken place. The creation of finished goods and services was every business's primary goal even two decades. The idea has since been modified, though. In this case, the customers are in charge.

Customer satisfaction is the culmination of a supplier's total image. Only when consumers are kind can it be done. In the modern day, a key factor in determining overall performance is customer happiness. It also alludes to people's feelings following a purchase.

All the efforts made by the business to look after and nourish its cherished clients after they purchase a product are referred to as after-sales service. After a transaction, a simple "Thanks" won't be enough to get the consumer back.

Instead, when a business improves consumers' purchasing experiences after the transaction, a long-term connection is created. After-sale promotions can persuade customers to buy the goods in the first place and can be used to justify a higher asking price. Future sales may be impacted, as well as the firm's long-term reputation. But it also comes at a price for businesses.

Throughout the post-purchase product life cycle, the service provider and the consumer are in constant communication as part of after-sales services.A mutually agreed-upon warranty or service contract formalizes this relationship when a consumer buys a product. As a result, in the IT, consumer electronics, and home appliance industries, after-sales services play a significant role in customer satisfaction, customer retention, and brand perception. The price of mobile phone features was formerly believed to be the main factor affecting customer happiness. But this idea has evolved over a few years.

Many mobile customers have admitted that they no longer judge a mobile brand by its features and pricing. Customer satisfaction is also increased by better after-sales support. This study

will evaluate how after-sales service components affect customer satisfaction considering the current circumstances will assess how after-sales service components affect customer satisfaction.

Additionally, a thorough literature review reveals that numerous researchers have conducted extensive research to determine the connection between after-sales services and customer satisfaction, loyalty, and brand equity, as well as the role of after-sales services in the marketing mix.The automotive, apparel, and healthcare industries were the main subjects of these studies.

However, it has been difficult to find studies that describe the traits or aspects of after-sales services. The aspects of aftersales services impacting consumer satisfaction of emerging innovative items like mobile phones are not well understood in this context.

As a result, this study will pinpoint the variables and their respective weights that have an impact on how satisfied customers are with the after-sales services provided by the mobile phone sector. The results of this study will complement current after-sales service literature and assist practitioners in creating guidelines and tactics that will increase mobile phone consumers' satisfaction.