This paper discusses the debate on customer satisfaction in the consumer durable goods markets. The argument for or against revolves around product features and prevalent after sales service to gage the customer satisfaction. The study described herein focuses on sales vis-à-vis after sales aspects. On different litmus tests the findings reveal that after sales' aspect of business activity leaves much to do.
After sales business activities in the country has received little systematic research attention. After-sales service as a part of customer relationship management helps to enhance a customer's loyalty. The analysis focused on Air conditioners to illustrate the lacuna in the system. It calls for needs to realign the practice if long lasting relationship between the customer and the supplier needs to be developed for brand promotion.
Results of this study confirm earlier findings in the reverent literature that there was strong relationship between the dependent variable of customer satisfaction and four independent variables- product sold, its delivery and installation, performance and lastly but more important repairs and maintenance of durable goods to keep customer smiling. The delighted customers in turn will remain loyal and always have a positive impression towards the company and its products.