Impact Of After Sales Service On Consumer Satisfaction And Retention. A Study of LG Electronics in Ibadan, Nigeria.

Abstract

This study examined the impact of after sales service on customer satisfaction and retention with special reference to LG electronics in Ibadan, Nigeria.The population of the study covered selected distributors and customers of LG Electronics in Ibadan.The sample size for this study was sixty (60) respondents who were randomly selected from ten (10) LG electronics distributors and fifty (50) of their customers respectively.The instrument used in this study is a close-ended questionnaire that was designed by the researchers.Ordinary least squares multiple regression analysis was used to analyze the data.The result showed that the predictor variables (i.e Product delivery, installation and warranty) were significantly joint predictors of customer satisfaction and retentionwith( F( 3, 57) = 123.32;R 2 = 0.875; P<.05).The predictor variables jointly explained 87.5% of customer satisfaction and retention, while the remaining 12.5.%could be due to the effect of extraneous variables.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.

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