Investigating after-sales service, customer satisfaction and word-of-mouth nexus: evidence from a branded car dealership

The study investigates after-sales service, customer satisfaction and word-of-mouth relationships using evidence from a branded car dealership. The study used a cross-sectional and structured questionnaire design to collect data from the branded car dealership customers. Seventy-seven questionnaires were successfully retained and analysed from customers in different locations. Hierarchical regression analysis and mediation analysis using the Hayes bootstrapping procedure was used. Results reveal a significant and positive relationship between maintenance facilities and customer satisfaction. Furthermore, a positive and significant relationship exists between warranty and customer satisfaction. However, the quality of spares has no significant relationship with customer satisfaction. The results also show that maintenance facilities are the major contributor to customer satisfaction at the branded car dealership. Additionally, results show that customer satisfaction mediates the relationship between the availability of maintenance facilities, warranties, quality of spares and word-of-mouth. Sales managers can utilise the findings to improve their competitiveness.