Impact of After Sales Service on Customer Loyalty: A Case Study of Dell Inc.

Running head: DISSERTATION
How after sales service enhances customer loyalty: A case study of Dell
Name of the Student:
Name of the University:
Author’s Note:

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ......................... whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the............... [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
Extensive research has been conducted on the significance of effective after sales service and
customer loyalty. The impact of after sales service has been conducted for various business
organizations has been conducted but less research has been done for Dell Inc. Thus, the impact
of after sales service on customer loyalty for Dell Inc. is briefly studied. The research is
significant as this helps in understanding the concept of after sales service in achieving customer
satisfaction and loyalty. The research sheds light on the strategies that can be undertaken by the
business organizations to understand the problems encountered by the customers in terms of after
sale service. Additionally, the research also helps in understanding the various factors that helps
in providing effective after sales in order to mitigate the issues faced by the customers and
mitigating them effectively
The literature review identifies the independent and dependent variables along with the support
of various theories and models. Various debates exists shedding light on the fact that after sales
service does improve customer loyalty. However, some areas of customer loyalty and after sales
service still needs further investigation. In this chapter, the researcher investigates the areas of
customer loyalty and after sales service for developing further knowledge. The researcher has
been successful in identifying the potential gap that exist in the research and aim towards
conducting further research for gathering in-depth analysis. The researcher has used model and
theory of customer loyalty in order to support the findings and understandings.
In order to complete the research successfully, the researcher has implemented positivism
philosophy, deductive approach and descriptive research design. In accordance with the research
aim and objectives, the researcher has used both primary and secondary data collection

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technique. The researcher while carrying out the literature review whereas primary data
collection technique has been used for gathering data for the survey has used secondary
resources. The researcher used random probability sampling technique and selected 100
customers of Dell Inc. for collecting data. The collected data has been analyzed using SPSS
technique in order to verify and validate the data findings.
From the above chapters, it can be concluded that effective after sales services helps in
enhancing the customer loyalty. From the information gathered in the literature review, it can be
said that the concept of after sales service highlights prompt and instant reply to the customers
who has purchased products from the business organizations. The duty of the business
organizations does not end after they have sold their product. In fact, the duty or responsibility of
the business organizations begins after they have sold the product to the target customers. This is
because after purchasing the product, the customers face problems both in terms of technical
aspects and required information. Based on the type of product and services Dell Inc. offers, it is
evident that the customers face technical issues after purchasing the electronic products.

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Table of Contents
Chapter 1: Introduction....................................................................................................................9
1.0 Overview...........................................................................................................................9
1.1 Background of the research...................................................................................................9
1.2 Background of company........................................................................................................9
1.3 Significance of the research.................................................................................................10
1.4 Problem statement...............................................................................................................10
1.5 Rationale of the research.....................................................................................................11
1.6 Research aim........................................................................................................................12
1.7 Research objectives.............................................................................................................12
1.8 Research questions...............................................................................................................12
1.9 Structure of the dissertation.................................................................................................13
1.10 Summary............................................................................................................................14
Chapter 2: Literature Review.........................................................................................................15
2.0 Overview.........................................................................................................................15
2.1 Conceptual framework.........................................................................................................15
2.2 Concept of after sales service..............................................................................................16
2.3 Objectives of after sales service..........................................................................................17
2.4 Key elements of after sales service......................................................................................18

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2.5 Techniques of after sales service.........................................................................................19
2.6 Concept of customer loyalty................................................................................................20
2.7 Factors affecting customer loyalty.......................................................................................21
2.8 Model of customer loyalty...................................................................................................22
2.8.1 SERVQUAL model..........................................................................................................22
2.9 Theory of customer loyalty..................................................................................................24
2.9.1 Gap theory........................................................................................................................24
2.10 Factors influencing decision-making in terms of sales service.........................................25
2.11 Customer relationship management..................................................................................26
2.12 Effect of after sales service on customer loyalty...............................................................27
2.13 Challenges faced in providing effective after sales service...............................................28
2.14 Summary............................................................................................................................28
Chapter 3: Research Methodology................................................................................................30
3.0 Overview..............................................................................................................................30
3.1 Research outline...................................................................................................................30
3.2 Research philosophy............................................................................................................31
3.2.1 Explaining the use of positivism philosophy....................................................................31
3.3 Research approach...............................................................................................................32
3.3.1 Explaining the use of the deductive approach..................................................................32
3.4 Research design...................................................................................................................32

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3.4.1 Explaining the use of descriptive research design............................................................33
3.5 Research strategy.................................................................................................................33
3.5.1 Explaining the use of survey research strategy.................................................................34
3.6 Sampling technique and sampling size................................................................................34
3.6.1 Explaining the use of random probability sampling technique........................................35
3.7 Data collection technique....................................................................................................35
3.7.1 Explaining the use of primary quantitative data collection technique..............................35
3.8 Data analysis technique.......................................................................................................35
3.8.1 Explaining the use of SPSS..............................................................................................36
3.9 Ethical considerations..........................................................................................................36
3.10 Research limitations...........................................................................................................37
3.11 Summary............................................................................................................................37
Chapter 4: Data Analysis...............................................................................................................38
Chapter 5: Conclusion and recommendations...............................................................................63
5.0 Conclusion...........................................................................................................................63
5.1 Linking with objectives.......................................................................................................64
5.2 Recommendations................................................................................................................66
References......................................................................................................................................67
Appendix 1.....................................................................................................................................74
Survey questionnaire.................................................................................................................74

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List of Figures
Figure 1: Conceptual framework...................................................................................................14
Figure 2: SERVQUAL model.......................................................................................................23