ABSTRACT

Customer loyalty is important to the extent that leads to the success or failure of an organization. One of the ways that many organizations in order to satisfy customer loyalty and are unaware of its after-sales service. The main objective of this study was to evaluate the examining of after-sales service management and it’s effect on customer loyalty in electronic appliance companies in Douala. This research aims to study the Examining after-sales service management and its effect on customer’s loyalty in Douala.

CHAPTER ONE

INTRODUCTION

1.1 Introduction

The study is divided into five chapters as follows;

Chapter one introduces the overall work by presenting the background of the study, statement of the problem, objective of the study, significant of the study, scope of the study and definition of key terms.

Chapter two reviews all the available literature, definition and empirical evidence on the study and captures relevant theories related to after sales services and customers loyalty. The purpose is to further elaborate the relevance of the research issue, offer basis for defining relevant research questions and to summarize the existing theories for research issues for later revaluation of research outcome and for designing the content and the structure of the study; an overall view on after sales services and customer loyalty is presented here.

Chapter three focuses on the methodology of the study. Here the target population, sample size and sampling technique, research instrument and data collection procedure were outline with other research technique necessary for the study.

Chapter four deals with data presentation which include (biological information of respondents, rank of respondents, academic qualification and length of service), analyzing the data, interpretation and discussion.

Chapter five outlines the summary of findings; conclusion and appropriate recommendations on the basis research findings, limitations and suggestion for further studies and it will be followed closely with references and appendix.

1.2 Background of the Study.

Today, business competition is becoming sharply increasing in electronic appliance companies . Development a vibrant and competitive business world demands the company to make orientation changes to the way they creating the product, maintains its products, attract customers, and handle competitors (Keller & Kotler, , 2016). One of the important things that every company needs to do and pay attention to is to attract customers and keep those customers. Nowadays many companies or organizations that have recognized the importance of customer-oriented in all marketing activities (Wang, & Pizam 2011). Customers are considered important because they determine survival of a company. The customer is the life bloods every company, and without customers no one company capable maintaining its existence. Customers will stick with a product if the customer is satisfied with the product (Wilson, & Gilligan, 2012). Quality is the most fundamental of customer’s satisfaction and success

 Customers are one of the crucial factors for companies’ sustainability; they are the main key to profits. That’s why companies should focus on improving products and services and get in a race to gain a competitive advantage by offering what customers’ needs and demand (Chaithanapat & Rakthin 2021). Satisfying customer’s need is the main target in rowing their loyalty (Segoro & Limakrisna, 2020). Today companies operate in worldwide markets and therefore they are in win-or-lose situation. By delivering the correct product at the right time with higher value for money due to lower overall cost, directing the international logistics enables the capability to develop and enter markets before rivals, this gives businesses a competitive advantage (Tien et al., 2019). Customer loyalty are significant goals for every firm, where the level of competition between companies has become aggressive, companies must focus on the whole customer journey process, including client support after the sale (Morris & Honeycutt, 2001). Studies have shown that there is an intimacy between the services delivered by the firms and consumers’ happiness (Kumar 2021).

Putting the needs of the customer first is one of the company’s priorities, then they will have his trust which brings his devotion (Callaway & Callaway, 2012, ) When a firm offers its service after selling the items, it means that it takes care of its cherished clients with a powerful connection. Just thanking a consumer for their purchases after a sale will not result in them returning. A long-range interrelation is instead developed when a business improves customers’ purchasing involvement after the sale. After-sale supports may help justify a higher product price by luring customers to buy the goods in the first place. Future sales may potentially suffer as a result, and it also affects the company’s reputation over time. Customer loyalty and brand perception are heavily dependent on after-sales services and customers since they require continuous engagement between the service provider and the customer (Saccani et al. 2006). Satisfying the customer, a goal that must be realized by providing after-sales services characterized by quality and speed. The result of this process is to form a valuable relationship with customers, thus retaining them, gaining their loyalty, and reaching the primary goals of the overall process, which is to increase the demand for the product or service and increase the company’s commercial reputation, including its own brand This thesis focuses on electronic companies client services, with a customer contentment and fidelity perspective. In addition, this thesis work is based on questionnaires filled by electronic companies employees and management who are responsible for sales and after sales services in Douala. The interviews have been conducted in a semi-structured manner and focus on customer pleasure and fealty a long with aftermarket services.

Services are so important that their neglect can lead to the close sure of this electronic company When companies sell a particular product, they are obliged to maintain it. Non-maintenance results in customers refraining from buying again; therefore, they must be convinced that this transaction is beneficial to both parties. Because the manufacturer knows the secrets of the output and how to keep it working. Consumer support management is optimally conducive to customers’ satisfaction and thus the possibility of obtaining their loyalty. But on the other hand, the process of satisfying customers cannot be obtained free of charge and may even cost the company sometimes enormous sums to maintain its reputation and support its products, which may affect the level of profits planned for acquisition in the company’s strategy.