AFTER SALES SERVICE AND CONSUMER BUYING BEHAVIOR: AN EMPIRICAL INVESTIGATION IN AUTOMOBILE INDUSTRY OF PAKISTAN

Abstract

This study examines the impact of after sales service on consumer buying behavior in Automobile industry of Pakistan. Data was collected through close ended questionnaire of 250 customers, from the five selective after sales service centers, of the original equipment manufacturers of Pakistan. Ordinary least square estimation procedure has been used. Results show that easy availability of spare parts, easy availability of technician/ mechanics, parts replacement warranties and customization services have positive significant impact on consumer buying behavior. On the other hand economical spare parts, compatible spare parts and workshops (service centers) have insignificant impact on consumers buying behavior. It is recommended that manufacturers and importers of automobiles should focus on easy availability of spare parts, easy availability of technician/ mechanics, parts replacement warranties and customization services to affect the consumer buying intentions in Pakistan.Keywords: After sales service, spare parts, technician/ mechanics, workshops, customization services, warranty and consumer buying behavior.