Dissertation: Enhancing Customer Loyalty via After Sales at Dell Inc.

This dissertation investigates the impact of after sales service on customer loyalty, focusing on Dell Inc. The research aims to identify and analyze effective methods for resolving after sales service issues and enhancing customer satisfaction. It includes a literature review covering after sales service concepts, objectives, key elements, and techniques, as well as customer loyalty factors, models (SERVQUAL), and theories (Gap Theory). The study employs a positivism philosophy, deductive approach, and descriptive research design, utilizing both primary (survey of 100 Dell customers analyzed with SPSS) and secondary data collection techniques. The findings suggest that effective after sales services significantly contribute to increased customer loyalty by addressing technical issues and information needs post-purchase. The dissertation concludes with recommendations for Dell Inc. to improve their after sales service strategies and maximize customer loyalty.

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

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Chapter 1: Introduction
1.0 Overview
The primary of the business organizations is to ensure customer satisfaction thereby, building
long-term positive and healthy relationship with the customers. This provides an opportunity for
the business organizations to ensure that the customers will come back to them in future for
purchasing similar type of products. Customer satisfaction is highly influenced by the service
provided by the company after the purchase (Toufaily, Ricard and Perrien 2013). It is evident
that lack of effective after service can make the customers highly dissatisfied thereby, creating
issues in customer retention and customer loyalty. Therefore, the business organizations develop
integrated and comprehensive plans to ensure effective after sales service for the customers
thereby, ensuring customer satisfaction.
1.1 Background of the research
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.
1.2 Background of company
Dell Inc. is a multinational company that was established 34 years ago in 1984. It is one
of the largest technological companies in the world with 138,000 employees worldwide. The
company manufactured, sold, repaired and supported desktop or personal computers.
Additionally, the company also provides servers, data storage devices, network switches, camera
and printers. Dell Inc. is well known for its innovations in terms of supply chain management

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and e-commerce. The company has a market share of 15.9% thereby, making it the third largest
PC manufacturer in the world after Lenovo and HP Inc. Thus, in order to sustain in the
competitive market, it is essential for Dell Inc. to maintain their customer base by ensuring
customer satisfaction (US, 2018).
1.3 Significance of the research
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 (Zhang, Van Doom and Leeflang 2014).
1.4 Problem statement
It has been seen that the customers purchasing products from Dell Inc. encounters issues
and troubles. This is because distinctive perspectives exeunt in terms of achieving customer
loyalty within the company. Additionally, the customers have complained regarding the
ineffective after sales service provided by Dell Inc. The company refuses to entertain the issues
faced by the customers after purchasing the products (Kumar and Srivastava 2013). The
company lacks prompt response to the complaint of the customers thereby, creating a huge
communication gap for between the customers and the company. Thus, Dell Inc. is lacking
effective after sales customer service that is hampering customer loyalty, as the customers are
not satisfied with the service provided by the company (Ramaseshan,, Rabbanee and Tan Hsin
Hui 2013).

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1.5 Rationale of the research
What is the issue?
The issue lies in providing effective after sale service to the customers. The business
organizations use different methods and techniques in order to develop a deeper understanding
about the problems of the target market customers. Effective after sales service allows the
business organizations to maintain a balance between the prompt service and the poor
performance of the company (Abd-El-Salam, Shawky and El-Nahas 2013).
Why is it an issue?
It is an issue because the problems encountered by the customers after purchasing the
products are not attended effectively by the respective business organizations. As mentioned by
Bowen and Chen McCain (2015), the existing gap between the expectations of the customers and
the service received by them is the major issue.
Why is it an issue now?
It is an issue now, as Dell Inc. is facing a number of problems while dealing with the
target customers. This is because the product and the quality of the product fail to match or
surpass the expectation of the standard of the customers. Lack of immediate service after
purchase is creating problem in terms of customer retention and customer loyalty for Dell Inc
(Orel and Kara 2014).
What this research sheds light on?
This research sheds light on the potential challenges and problems encountered by Dell
Inc. in terms of customer loyalty due to their ineffective after sales service (Malik et al. 2013).

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1.6 Research aim
The aim of the research is to identify and analyze the best possible methods of resolving
problem that is related to the after sales service in Dell Inc and to understand customer loyalty
that helps in customer satisfaction.
1.7 Research objectives
The research objectives include:
 To understand the concept of after sales service
 To investigate the effectiveness of after sales service and its impact on customer loyalty
 To evaluate critically the problems encountered while assessing after sales service and
understand customer loyalty for Dell Inc.
 To provide suitable recommendations for improving after sales service and maximizing
customer loyalty for Dell Inc
1.8 Research questions
The research questions include:
 What do you mean by after sales service?
 What is the effect of after sales service and its impact in customer loyalty?
 What are the potential issues encountered while assessing after sales service and
understand customer loyalty for Dell Inc.?
 What are the suitable recommendations for improving after sales service and maximizing
customer loyalty for Dell Inc.?

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1.9 Structure of the dissertation
The structure of the dissertation comprises of namely five chapters namely introduction,
literature review, research methodology, data findings and analysis, conclusion and
recommendation.
Chapter 1: Introduction
This chapter lays the overall foundation of the dissertation by highlighting the
background, significance and problem of the research. Additionally, this chapter formulates the
research aim and objectives based on which the entire work is commenced and conducted.
Chapter 2: Literature review
This chapter identifies the independent and dependent variables of the research and helps
in understanding the concept, the factors and the impact on one another. This chapter also
includes relevant theories and models for developing deeper understanding.
Chapter 3: Research methodology
This chapter consists of the various types of research methodological tools along with
stating the particular type of research methodology used by the researcher for conducting the
research along with suitable justification.
Chapter 4: Data findings and analysis
In this chapter, the researcher collects and analyses the data by implementing suitable
data collection technique in order to fulfill the research aim and objectives.
Chapter 5: Conclusion and Recommendation

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In this chapter, the researcher deduces a conclusion by summoning the entire research
work and provides suitable recommendations for improving the identified issue.
1.10 Summary
In this chapter, it can be summarized that after sales service is one of the most significant
factor for achieving customer loyalty. Each business organization needs to have an effective after
sales service in order to achieve customer loyalty. After sales service helps in ensuring customer
satisfaction thereby, ensuring customer loyalty. Effective after sales service makes the customers
feel valued and important for the company that influences their purchasing decision from the
same company repeatedly. According to the significance of the research, it can be said that
effective after sales helps in solving problems encountered by the customers after their purchase.
In this way, the company builds healthy and positive relationship with the customers thereby,
ensuring customer loyalty.

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After sales service
Maintenance
Warranty
Inspection
Online service
Training Customer satisfaction Customer loyalty
Chapter 2: Literature Review
2.0 Overview
This chapter of the dissertation 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.
2.1 Conceptual framework
Figure 1: Conceptual framework
(Source: Author)

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2.2 Concept of after sales service
After sales service is one of the significant services that business organizations need to
provide to their customers post customer purchase. The business organizations need to consider
effective after sales service while developing business strategies for retaining customers. As
commented by Kurata and Nam (2013), the after sales service includes all the information and
help provided by the business organizations to the customers after they have purchased products
from the respective company. Thus, it is evident that after sales service plays a significant role in
customer retention and customer satisfaction thereby, ensuring customer loyalty. Effective after
sales service helps in brand value maximization by generating loyal customers. However, as
argued by Dombrowski and Engel (2014), effective after sale service does not always ensure
customer loyalty, as different factors in terms of of the products helps in influencing the
customers. Thus, the employees of the business organization need to fulfill the three broad
organizational aspects in order to provide excellent after sales service.
People: As commented by Porter and Heppelmann (2015), the customers’ and their needs have
to be the topmost priority of the business organizations. Thus, it is essential for the business
organizations to consider the needs, demands and perceptions of the customers while developing
and launching products. This suggests that the business organizations need to deliver services in
order to ensure that the quality of the product is maintained long with fulfilling the timely needs
of the customers.
Process: However, as criticized by Bakshi, Kim and Savva (2015), the process followed by the
business organizations aim towards providing products to the customers in minimal price along
with maintaining their profit margin and at convenient time. Thus, the business organizations
need to consider their pricing strategy wisely if they aim towards retaining the customers. Ability

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to fulfill this aspect provides an opportunity for the business organization to promote self-service
thereby, planning business strategies with minimal costs.
Culture and strategy: As mentioned by Gebauer, Paiola and Saccani (2013), the business
organizations need to ensure proper commitment to the target customers, as this allows to
develop business effectively. The commitment of the company to provide quality products to the
customers helps in retaining customers by ensuring customer satisfaction.
2.3 Objectives of after sales service
The principle aim of the after sales service is to ensure customer satisfaction by achieving
the trust, credibility and security conveyed by the business organizations. As commented by
Ulaga and Loveland (2014), the business organizations are able to establish strong and positive
relationship with the target customers that eventually contribute to sustainable results and
increased performance. The potential objectives of after sales service include customer
satisfaction, competitive advantage, customer retention, customer loyalty and long-term
customer relationship. In addition to, other objectives of after sales services also includes profit
maximization, branding, differentiation and the success and development of the new product
(Kowalkowski, Witell and Gustafsson 2013).
However, as argued by Murali, Pugazhendhi and Muralidharan (2016), the business
organizations need to have an effective after sales service protocol in order to streamline the
management and meet the expectations of the customers. Having an effective after sales service
provides an opportunity for the business organizations to communicate with the customers at
regular interval. As a result, the business organizations are able to keep them updated with the
present condition of the customers after purchasing the product as well as inform them about

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latest developments of the products. However, most of the business organizations are not aware
of the significant impact of the after sales service of the towards customer loyalty. Failure of
achieve after sales service effectively leads to disastrous consequences thereby, threatening the
relationship between the business organizations and the employees. Hence, it is important for the
business organizations to have objectives for fulfilling after sales service along with having an
effective after sales service thereby, ensuring customer loyalty.
2.4 Key elements of after sales service
In order to ensure customer loyalty, the business organizations need to satisfy the
customers. As commented by Rapaccini et al. (2013), effective after sales service helps in
achieving customer satisfaction thereby, ensuring customer loyalty. The key factors that are
interrelated in ensuring effective customer service include understanding, respect, and serving,
responding and listening.
Understanding: As commented by Cooper (2013), it is essential for the business organizations to
develop a deeper understanding of the needs and demands of the customers thereby, anticipating
them. It can be said that the the customers purchase the solution to their problems rather than
purchasing products or services. Thus, the business organizations need to communicate
effectively with the target customers in order to exchange the ideas and be aware of the specific
needs and demands of the customers.
Respect: however, as argued by Freibe, Von Flotow and Taube (2013), respect is crucial for
achieving after sales service, as this provides an opportunity for the business organizations to
ensure customer loyalty. Thus, it is essential for the business organizations to respect their
customers, as the customers are the ones who help the company to generate profit and pay wages

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to the employees working for the company. For instance, the business organization needs to
patiently answer the queries of the customers and solve them.
Serving: As mentioned by Barrett et al. (2015), serving is defined as the ability of the business
organizations to satisfy the needs and demands of the target customers. In spite of having
updated business techniques and good system, the business organizations need to develop better
understanding of the customers. Thus, the employees need to explain and communicate with the
customers patiently and aim towards fulfilling the needs of the customers beyond expectation. In
order to do so, the business organizations need to be thankful to the customers for their valuable
time and consider the competitors as well.
Responding: In order to meet the present demand of the customers, the business organizations
need to respond well to the customers without compromising with the features and products of
the customers. The business organizations need to inform or respond to the customers promptly
that they will return with better options and answers for the customers (Wamba et al. 2015).
Listening: Keeping the eyes and ears of the company open is one of the best techniques of being
aware of the concern of the customers. This provides an opportunity for the business
organizations to concentrate on the queries of the customers and provide them with suitable
suggestions of solving the issues (Mahapatra et al. 2013).
2.5 Techniques of after sales service
Business development is highly facilitated by the concept of after sales service and
requirement of after sales service. In today’s world, the business organizations are are gaining
the attention of the customers by providing technology-based services. As commented by Jarillo
(2013), it is important for the employees or working professionals of the business organizations

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to be aware communicate effectively and continuously with the customers. Thus, the sales
professionals need to stay in touch with the customers to whom the company has sold the
particular product or service. For instance, the employees of the business organizations need to
provide support to the customers in terms of installation, maintenance and operation after
purchasing the particular product. The business organizations selling computer products deal
with different issues such as installation and configuration of the computer system. Thus, it is the
core responsibility of the employees to help the employees with installation, operations and
maintenance.
The business organizations are able to establish healthy and positive relationship with the
target customers, if they ensure adequate and appropriate help to the customer in a timely manner
(Parida et al. 2014). For instance, the business organizations can provide warranty options on the
purchased products to the customers. This provides an opportunity for the business organizations
to highlight that the company will exchange or fix the product, if the product is damaged after
purchase. In addition to, the business organizations can also develop websites where the
customers are able to raise their concerns regarding the product after purchase. Moreover, the
business organizations can also ask the customers to fill and sign the Annual Maintenance Form
that helps in building trust by the customers and enjoy the services provided by the company
after purchasing the product.
2.6 Concept of customer loyalty
The concept of customer loyalty highlights the tendency of the target customers to use a
particular product or purchase from a particular shop in spite of using the other alternatives
available in the market. As commented by Hill and Alexander (2017), customer loyalty is
defined as the consistent tendency exhibited by the customers over an extended period for

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purchasing a particular product. However, as argued by Martinez and Del Bosque (2013),
customer loyalty highlights the fact that makes the customers loyal to a specific service or
product. Thus, customer loyalty is the result of the business organization for establishing benefit
for the target customers. As a result, the customers tend to increase their rate of purchase from
the particular shop thereby, ensuring profit maximization. Customer loyalty is defined as the
willingness and eagerness of the customers to patronize for a particular business organization
over a long term thereby, using products and service repeatedly. It has also been seen that
customer loyalty influences the customer to recommend the company, it products and services to
friends and relatives.
As commented by Toufaily, Ricard and Perrien (2013), customer satisfaction has
measurable impact on customer loyalty, that is customer satisfaction is directly proportional to
customer loyalty. It can be seen that customer loyalty increases drastically if the customer
satisfaction ends at the higher note. The relationship between customer loyalty and customer
satisfaction can be divided in four groups. The four groups include:
 Loyalist (high satisfaction, high loyalty) Defector (low satisfaction, low loyalty) Mercenary (high satisfaction, low loyalty) Hostage (low satisfaction, high loyalty)
2.7 Factors affecting customer loyalty
It is essential for the business organizations to achieve customer loyalty in order to
expand the customer base and maintain the existing customer base. As commented by Amin, Isa
and Fontaine (2013), the brand image of the business organizations helps in achieving customer

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loyalty. It has been seen that the customers tend to buy products and services from well-known
brands regardless of the price and the features available in the product. This is because of the
well-established image of the brand that helps in attracting the customers. It has been seen that
the target customers does not get influenced if better and updated version of the product is
available in the market in comparatively lower price. However, as argued by Kandampully,
Zhang and Bilgihan (2015), after sales service is most important factor that determines customer
loyalty. After sales services provides an opportunity for the business organizations to ensure that
customers are enjoying a satisfactory service after purchasing the product from their company.
Maintaining an effective communication with the customers and promptly solving it helps in
gaining customer loyalty. The business organizations need to have an effective after sales service
protocol in order to streamline the management and meet the expectations of the customers.
Having an effective after sales service provides an opportunity for the business organizations to
communicate with the customers at regular interval. As a result, the business organizations are
able to keep them updated with the present condition of the customers after purchasing the
product as well as inform them about latest developments of the products (Kumar and Srivastava
2013).
2.8 Model of customer loyalty
2.8.1 SERVQUAL model
SERVQUAL model helps in determining the quality of service provided by the business
organization. According to Ali and Raza (2017), the concept of SERVQUAL model highlights
the responsibility of the employees to build reliable customers. Thus, the core responsibility of
the employees working in the business organization needs to aim towards establishing trust and
empathy within the customers. As a result, the employees of the business organizations need to

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provide authentic and genuine information to the customers. This helps in reducing the gap
between the actual value and perceived value of the company. However, as argued by Enayati et
al. (2013), business organizations might also encounter negative word of mouth thereby, limiting
the sales and of the products and services of the particular business organization.
The features of the SERVQUAL model include:
 Tangibles: The physical nature of the services provided by the management of the
company highlights the tangibles. Thus, tangibles are important features for creating
good brand image among the customers. Reliability: It is important for the business organizations to help in developing faith for
the brand by the customers. Responsiveness: The employees of the business organizations need to communicate
effectively and promptly with the customers in the simplest manner. This provides an
opportunity for the business organization to be aware of the current needs and demands
of the customers and fulfill them accordingly. Assurance: The concepts of security, credibility, courtesy and competency define
assurance. Empathy: The care and support provided by the employees to the target customers
highlights the concept of empathy in order to ensure happy and satisfied customers.

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Figure 2: SERVQUAL model
(Source: Albarq 2013)
2.9 Theory of customer loyalty
2.9.1 Gap theory
An existing gap between the received value and perceived value always exists while
providing service to the customers. As commented by Piegat and Tomaszewska (2013), the
communication gap between the customers and the employees of the business organization has
been increasing over the years. However, as argued by Leach and Mearns (2013), the
technological based services provided by the business organization has helped in mitigating the
communication gap between the employees and the customers. The increase in the
communication gap between the employees and the customers results in failure in creating
customer loyalty. This is because the business organizations are unable to consider their target
employees and issues and challenges faced by them after purchasing the product. In addition to,
elderly customers are unable to use latest technologies that are used by the business
organizations to ensure effective communication. As a result, the business organizations are
failing to provide adequate assurance about the products to the target customers.
The potential gaps identified include:
SERVQUAL
model
Tangibles Reliability Empathy Assurance Responsiveness

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 Gap 1: This is the gap that exists between the expectations of the customers and the
perceptions of the management. This occurs when the management of the business
organizations lacks adequate and appropriate knowledge about the likes and dislikes of
the target customers. Gap 2: Failure of the business organization to identify the wants of the target customers. Gap 3: This gap arises due to lack of adequate training provided to the employees by the
business organizations along with the unwillingness and incapability on the part of the
management to improve. Gap 4: This gap arises when the employees of the business organizations fail to fulfill the
expectation of the customer during the time of delivery. Gap 5: This gap arises when the customers fail to understand the quality of service
provided by the business organization thereby, misinterpreting the service quality.
2.10 Factors influencing decision-making in terms of sales service
The business organizations need to ensure that they provide better product with higher
value to the target customers, as the customers are paying sufficient price for purchasing the
product. As commented by Vahlne and Johanson (2017), satisfying the customers completely
during the time of sales is the main motive of the business organizations. Thus, aiming towards
fulfilling the needs and demands of the customers at the first go provides an opportunity for the
business organization to restrict the customers to switch from one company to another. However,
as argued by Legare et al. (2013), credibility is a significant factor that influences decision-
making in terms of after sales service. Thus, it is important for the business organization to keep
minute information of the customers ready and available to them in order to satisfy their needs
and demands promptly. For instance, it has been seen that the customers have to wait in the

25DISSERTATION
queue for exchanging items that eventually results in customer dissatisfaction. Thus, it is
essential for the management of the business organization to look into such matters closely
thereby, preventing customer dissatisfaction.
2.11 Customer relationship management
The customer relationship management highlights the existing relationship between the
employees and customers of the business organization. As commented by Khodakarami and
Chan (2014), customer relationship management is the tool that helps in establishing a strong
relationship between the customers and the employees. Effective and successful customer
relationship management facilitates the repeat purchase decisions of the customers from the same
business organizations. As mentioned by Ramchandni and Ghias (2013), effective customer
relationship management influences repeat purchase thereby, increasing the financial position
and profitability of the business organization.
It can be said that new customers incur additional expenses to the business organization.
As a result, the business organization needs to put an extra effort to maintain positive and healthy
relationship with the existing customers. Thus, the business organizations need to consider both
internal and external factors for maintaining the relationship with the customers. The main
principle of the customer relationship management is to maintain positive relationship with the
customers thereby, increasing the profit of the business organization. Additionally, positive
customer relationship management provides an opportunity for the business organizations to gain
competitive advantage and sustain in the competitive market of the business sector (Choudhury
and Harrigan 2014).

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2.12 Effect of after sales service on customer loyalty
The customers tend to purchase products and services from business organizations that
provide them maximum services, both before and after purchase. As commented by Choi and La
(2013), effective and efficient after sales service provides an opportunity for the business
organizations to retain customers. Thus, better after sales service helps in ensuring customer
loyalty, as the customers feel valued and important for the business organizations. However, as
argued by Kumar et al. (2016), effective after sales service helps in attracting the customers, as
the requirement and queries after purchase are fulfilled by the business organizations promptly.
Thus, maintaining the business properly provides an opportunity for the business organization to
make the target customers feel good about the purchased product. In addition to, effective after
sales service helps in ensuring security for the target customers. The sense of security after
purchasing products from the specific business organizations facilitates repeat purchases by the
customers.
As commented by McColl and Truong (2013), the mindset of the customers is significant
in creating customer loyalty thereby, allowing overall improvement of the business terms and
conditions. This provides an opportunity for the business organizations to ensure profitability in
the business. However, as criticized by Rapp et al. (2013), customers tend to go purchase from
those business organizations who offer free services. The free services include free installation,
free repairing and free personal services after purchasing from the particular company. As a
result, the business organizations need to maintain regular follow up with the customers and their
queries and feedbacks and aim towards fulfilling them promptly.

27DISSERTATION
2.13 Challenges faced in providing effective after sales service
The business organizations encounter various challenges in providing after sales services
that hamper the customer loyalty to a certain extent. As commented by Johnston and Marshall
(2016), availability is one of the major challenges that is encountered while providing after sales
service. Depending on the industry and market sector, not all the communication channels might
available during the needs of the customers. It is evident that the business organizations are
unable to make self-service portals, toll-free numbers, emails and chats available to the target
customers. This is because the business organizations are unable to cope up with the increased
demand of the market or sector. As a result, the business organizations face challenges in
providing effective after sales service, as communication is hampered due to unavailability of
adequate customer service.
However, as argued by Patel et al. (2013), processes are the major challenge in providing
effective after sales service. Some of the service centers are process driven due to which the
customer service experts are divided according to their specialization and communicate
effectively. Thus, it can be said that the business organizations fail to divide their customer
service experts effectively that hampers the communication process. As a result, the complaints
and queries of the customers are not attended by appropriate customer care individual. Hence,
the issues faced by the customers after purchase remains unresolved. In addition to, lack of
promptness within the employees of the business organizations is also considered as a major
challenge that hampers the after sales service for the for the target customers.
2.14 Summary
Thus, in this chapter it can be concluded that the business organizations need to provide
effective after sales service in order to ensure customer loyalty. The business organizations have

28DISSERTATION
to take care of the customers after they purchase from them. This makes the customers feel
valued and important for the business organizations and develop customer satisfaction. Satisfied
customers tend to return to the same business organization for purchase in spite of available
alternatives in the market. It is essential for the business organizations to provide efficient
customer service after making purchase. The business organization needs to take prompt actions
for attaining the customer complaints and requirements in order to ensure effective after service
sales.

29DISSERTATION
Chapter 3: Research Methodology
3.0 Overview
This chapter sheds light on the different methodological tools that are used while
carrying out a research and completing it successfully. It is important for the researcher to select
the most appropriate method in order to complete the research successfully and achieve the
research aim and objective. Based on the research aim and objectives, the researcher selects the
most appropriate type of research method and uses it for completing the research successfully. In
this chapter, the researcher explains the different types of methodological tools as well as
explains for selecting the particular type of research method. In addition to, the researcher also
states the ethical considerations that are significant while carrying out the researcher along with
the research limitations that researcher faced while collecting the data.
3.1 Research outline
In order to complete the research successfully, the researcher has implemented positivism
philosophy, deductive approach and descriptive research design. The researcher has applied
positivism philosophy as this enabled the researcher to use scientific approach thereby, ensuring
data accuracy that can be supported with adequate justification. Data accuracy helps in enriching
the quality of the research work. In addition to, the use of deductive approach allowed the
researcher support the observations with existing information and kinds of literature thereby,
making the findings authentic. Moreover, descriptive design enabled the researcher to explain the
presence of the particular phenomenon in the research. In accordance with the research aim and
objectives, the researcher has used both primary and secondary data collection technique. The
researcher while carrying out the literature review whereas primary data collection technique has

30DISSERTATION
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.
3.2 Research philosophy
The research philosophy highlights fundamental nature of the knowledge and reality
while carrying out the research. Pragmatism, interpretivism and positivism are the most applied
research philosophies. Both positivism and interpretivism philosophy has combined to form
pragmatism philosophy. As a result, the researcher is able to use both scientific approaches and
consider the perspectives of different individuals while carrying out the research. However, the
use of pragmatism philosophy is limited, as this makes the work complex. In the case of
positivism philosophy, the researcher is able to implement scientific approach while carrying out
the research. This provides an opportunity for the researcher to verify and validate the data
thereby, ensuring data accuracy (Neuman 2014). On the other hand, the concept of interpretivism
philosophy highlights the option for the researcher to take into account the viewpoints and
perspectives of different individuals in similar topic and support won arguments and facts
(Taylor, Bogdan and DeVault 2015).
3.2.1 Explaining the use of positivism philosophy
The researcher has used positivism philosophy in the case of this research work. This is
because the application of positivism philosophy allowed the researcher to determine the impact
of after sales service in improving customer loyalty by scientific approach thereby, ensuring data
validity and accuracy. The use of scientific approach also provided an opportunity for the
researcher to limit errors in data and present authentic data in the research work.

31DISSERTATION
3.3 Research approach
Both inductive and deductive research approaches are important while carrying out a
research successfully. As commented by Mackey and Gass (2013), in the case of the inductive
approach, the researcher has to develop new theories and concepts based on the observations
made while carrying out the research. The application of this approach is difficult, as developing
new theories based on each observation is time consuming and error prone. This is because
incorrect observation may lead to the development of incorrect theories and concepts due to
which the research aim and objectives are not fulfilled. On the other hand, in the case of the
deductive approach, the researcher relates the existing theories and concepts with the
observations made while carrying out the research. As a result, the researcher is able to transform
general information to specific information by relating the observations with already existing
data and information (Lewis 2015).
3.3.1 Explaining the use of the deductive approach
The researcher has used deductive approach while carrying out this research. This is
because the use of deductive approach allowed the researcher to relate the observations of after
sales and customer loyalty with already existing data, information and theories of after sales
service and customer loyalty. In addition to, the use of deductive approach also allowed the
researcher to transform general data to specific data in terms of customer loyalty and after sales
service thereby, enriching the quality of the work.
3.4 Research design
Descriptive, explanatory and exploratory are the most widely applied research designs
used by the researcher while carrying out the research. Both explanatory and exploratory
research designs combine to form descriptive research design. As a result, descriptive research

32DISSERTATION
design has the properties of both explanatory and exploratory research design. Thus, the use of
descriptive research design allows the researcher to describe the characteristics of each
phenomenon present in the research along with testing the formulated hypothesis. As commented
by Silverman (2016), the concept of exploratory research design provides an opportunity for the
researcher to test the composed hypothesis, research aim and objectives. However, on the other
hand, the explanatory research design allows the researcher to explain the occurrence of the
particular phenomenon in the research thereby, justifying their presence in the research work
(Vaioleti 2016).
3.4.1 Explaining the use of descriptive research design
The researcher has used descriptive research design for carrying out the research. This is
because of dual characteristics of the descriptive research design, the researcher is able to test the
constructed research hypothesis and explain the phenomenon mentioned in the research work.
The use of descriptive research design allowed the researcher to determine whether after sales
service improves customer loyalty or not along with the describing and justifying the presence of
the rest of phenomenon in the research work.
3.5 Research strategy
The survey, interview, action research and case study are the most applied research
strategies by the researchers. The concept of case study research strategy provides an opportunity
for the researcher to refer to relevant data and information in terms of the research topic (Flick
2015). This allows the researcher to fulfill the research aim and objectives thereby, successful
completion of the research. In the case of action research, the researcher is able to find the issues
with respect to the research topic. As a result, the application of action research strategy
emphasizes on finding the issues and providing solutions for the issues. The interview and

33DISSERTATION
survey research strategy helps in collecting raw data from a particular population. The researcher
selects the population based on the suitability in terms of the research aim and objectives
(Panneerselvam 2014).
3.5.1 Explaining the use of survey research strategy
The researcher has used survey research strategy for carrying out this research. The is
because the application of survey research strategy has allowed the researcher collect raw data
from the customers of Dell Inc. and determine the impact of after sales service in improving
customer loyalty. In addition to, the use of survey research strategy also provided an opportunity
for the researcher to collect recent and updated data from the large population of the customers
of Dell Inc.
3.6 Sampling technique and sampling size
Out of the different sampling techniques, random probability and non-probability
sampling techniques are applied mostly while carrying out the research. As commented by
Neuman and Robson (2014), the concept of random probability sampling technique allows the
researcher to provide equal opportunities for all the respondents with a particular population to
be a part of the data collection technique. On the other hand, in the case of non-probability
sampling technique, the researcher does not provide equal opportunities for the respondents to be
a part of the data collection technique. In the case of non-probability sampling technique, the
researcher selects the respondents by judging their suitability in accordance with the research
aim and objectives.

34DISSERTATION
3.6.1 Explaining the use of random probability sampling technique
The researcher has used random probability sampling technique for collecting data for
this research. This is because the use of random probability sampling technique allowed the
researcher to provide equal chances for 100 customers of Dell Inc. to be a part of the data
collection technique and determine how after sales service helps in improving customer loyalty.
3.7 Data collection technique
Both primary and secondary data collection technique is applied by the researcher for
collecting data and complete the research successfully. As commented by Gast and Ledford
(2014), secondary data collection technique highlights the use of secondary resources such as
books, journals, articles and various internet facilities for collecting relevant data n respect to the
research topic. On the other hand, primary data collection technique highlights the use of live
participants for gathering recent and updated data with respect to the research topic. Primary data
collection technique is divided into qualitative and quantitative data collection technique (Choy
2014).
3.7.1 Explaining the use of primary quantitative data collection technique
The researcher has used primary quantitative data collection technique for this research.
This is because the use of primary quantitative data collection technique allowed the researcher
to collect data from the customers of Dell Inc. and gather latest and updated data thereby,
determining the impact of after sales service in improving customer loyalty.
3.8 Data analysis technique
The different of data analysis includes presenting the data by using tables, graphs, charts
and bars. The data needs to be analyzed by using appropriate data analysis technique in order to

35DISSERTATION
interpret the findings accurately. On the other hand, the researcher for analyzing the collected
data can also use statistical data analysis technique (Humphries 2017).
3.8.1 Explaining the use of SPSS
The researcher has used statistical data analysis technique, that is, SPSS for analyzing the
collected data by surveying 100 customers of Dell Inc. The researcher has used chi-square test
and cross-tabulation for analyzing the results of the survey.
3.9 Ethical considerations
It is important for the researcher to abide by the ethical considerations while carrying out
the research work. While carrying out the research following the research ethics allows data
authenticity and validity. Based on the research aim, objectives and type of data collection,
ensuring data confidentiality is one of the most important research ethics. The researcher needs
to ensure that the data provided by the respondents as well as their identity needs to be kept
confidential and should not be disclosed without their consent. This allows for ensuring data
secrecy, protection and accuracy (Roberts 2013). In accordance with the ethical considerations,
the researcher needs to collect data relevant data and information from authentic resources. This
ensures enhancing the quality of data and work. Moreover, the researcher needs to ensure that
the data collected is used only for academic purposes and not commercial purposes. In addition
to, the researcher needs to ensure that the data presented in the work is not manipulated. It is one
of the core responsibilities of the researcher to present the data in the original form and restrict
data manipulation (Reynolds et al. 2014).

36DISSERTATION
3.10 Research limitations
While carrying out the research and collecting the data, the researcher encountered few
limitations that hampered the quality of the work. One of the limitations encountered by the
researcher includes lack of adequate data from the secondary resources. As the aim of the
research was to determine the impact of after sales service in improving customer loyalty, the
official website of Dell Inc. failed to provide relevant and adequate data. In addition to, lack of
extensive research has been noticed in terms of the research topic that has restricted the
researcher to find the relation between after sales service and improved customer loyalty for the
business organizations. In addition to, the use of close-ended survey question restricted the
researcher from sharing their viewpoints and perspectives openly, as they had to answer from the
options provided by the researcher in the survey form. Due to this, the customers have answered
similarly to their though but not the exact answer.
3.11 Summary
In this chapter, it can be concluded that the use of the particular research methodologies
has been justified by the researcher. This is because the use of the aforementioned research tools
has helped the researcher to achieve the research aim and objectives thereby, determining
whether after sales services helps in improving customer loyalty. The use of the specific
methodological tools has helped the researcher to ensure data validity and accuracy thereby,
maintaining the quality of the research work. In addition to, abiding by the ethical considerations
of the research has helped the researcher to carry out the work successfully and achieve the
research aim and objectives.

37DISSERTATION
Chapter 4: Data Analysis
What is your gender specification?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 39 39.0 39.0 39.0
Female 61 61.0 61.0 100.0
Total 100 100.0 100.0
How far do you agree that customer care service of Dell is efficient in resolving your
problems?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Strongly agree 25 25.0 25.0 25.0
Agree 25 25.0 25.0 50.0
Neutral 28 28.0 28.0 78.0
Disagree 12 12.0 12.0 90.0
Strongly disagree 10 10.0 10.0 100.0
Total 100 100.0 100.0

38DISSERTATION

39DISSERTATION
The above frequency table shows the relationship between the gender of the customers
and the extent to which they agree that the customer care service of the organization is effective
in nature. It can be seen that most of the female customers have been neutral with their responses
regarding the effectiveness of the customer care services that is provided by the organization.

40DISSERTATION
What is your gender specification? * How far do you agree that customer care service of Dell is efficient in resolving your problems?
Cross tabulation
How far do you agree that customer care service of Dell is efficient in
resolving your problems?
Total
Strongly
agree Agree Neutral Disagree
Strongly
disagree
What is your gender
specification?
Male Count 13 7 11 7 1 39
% within What is your
gender specification?
33.3% 17.9% 28.2% 17.9% 2.6% 100.0%
% within How far do
you agree that
customer care service
of Dell is efficient in
resolving your
problems?
52.0% 28.0% 39.3% 58.3% 10.0% 39.0%
% of Total 13.0% 7.0% 11.0% 7.0% 1.0% 39.0%
Female Count 12 18 17 5 9 61
% within What is your
gender specification?
19.7% 29.5% 27.9% 8.2% 14.8% 100.0%
% within How far do
you agree that
customer care service
of Dell is efficient in
resolving your
problems?
48.0% 72.0% 60.7% 41.7% 90.0% 61.0%
% of Total 12.0% 18.0% 17.0% 5.0% 9.0% 61.0%
Total Count 25 25 28 12 10 100
% within What is your
gender specification?
25.0% 25.0% 28.0% 12.0% 10.0% 100.0%
% within How far do
you agree that
customer care service
of Dell is efficient in
resolving your
problems?
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 25.0% 25.0% 28.0% 12.0% 10.0% 100.0%

41DISSERTATION
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 8.469a 4 .076
Likelihood Ratio 9.162 4 .057
Linear-by-Linear Association 1.372 1 .241
N of Valid Cases 100
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 3.90.
The Chi Square test by Pearson helps in establishing the dependent and the independent
variables in a statistical manner. It can be seen that the result of the test has come to be .076
where as the minimum value that was expected for the test had to be 3.90. This shows that there
is no statistical association between the variables. Therefore, it can be stated that both the
genders are neutral towards responding to whether the customers care service that is provided by
the organization helps in resolving the issues that are faced by the customers.
What is your gender specification?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 39 39.0 39.0 39.0
Female 61 61.0 61.0 100.0
Total 100 100.0 100.0
How far do you think that the Dell’s post sale service is up to the mark?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Strongly agree 27 27.0 27.0 27.0
Agree 31 31.0 31.0 58.0
Neutral 21 21.0 21.0 79.0
Disagree 15 15.0 15.0 94.0
Strongly disagree 6 6.0 6.0 100.0

42DISSERTATION
Total 100 100.0 100.0

43DISSERTATION
The above frequency table shows the relationship between the gender of the customers
and their insights regarding the post sales service that is offered by the organization. It can be
seen that most of the female customers have stated that they agree to the fact that the post sales
service of the organization is up to the mark.

44DISSERTATION
What is your gender specification? * How far do you think that the Dell’s post sale service is up to the
mark? Cross tabulation
How far do you think that the Dell’s post sale service is
up to the mark?
Total
Strongly
agree Agree Neutral Disagree
Strongly
disagree
What is your
gender
specification?
Male Count 10 15 9 2 3 39
% within What is
your gender
specification?
25.6% 38.5% 23.1% 5.1% 7.7% 100.0%
% within How far
do you think that
the Dell’s post sale
service is up to the
mark?
37.0% 48.4% 42.9% 13.3% 50.0% 39.0%
% of Total 10.0% 15.0% 9.0% 2.0% 3.0% 39.0%
Female Count 17 16 12 13 3 61
% within What is
your gender
specification?
27.9% 26.2% 19.7% 21.3% 4.9% 100.0%
% within How far
do you think that
the Dell’s post sale
service is up to the
mark?
63.0% 51.6% 57.1% 86.7% 50.0% 61.0%
% of Total 17.0% 16.0% 12.0% 13.0% 3.0% 61.0%
Total Count 27 31 21 15 6 100
% within What is
your gender
specification?
27.0% 31.0% 21.0% 15.0% 6.0% 100.0%
% within How far
do you think that
the Dell’s post sale
service is up to the
mark?
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 27.0% 31.0% 21.0% 15.0% 6.0% 100.0%

45DISSERTATION
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 5.782a 4 .216
Likelihood Ratio 6.432 4 .169
Linear-by-Linear Association .553 1 .457
N of Valid Cases 100
a. 2 cells (20.0%) have expected count less than 5. The minimum
expected count is 2.34.
The result of the test has come to be .216 where as the minimum value that was expected
from the test had to be 2.34. This shows that there is no statistical association between the
variables. Therefore it can be stated that both the genders have agreed to the fact that the post
sale service of the organization is up to the mark and they look after the concerns of the
customers in a proper manner.
For how long have you been a customer of Dell?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0-1 year 21 21.0 21.0 21.0
2-4 years 36 36.0 36.0 57.0
5-8 years 32 32.0 32.0 89.0
9 years and above 11 11.0 11.0 100.0
Total 100 100.0 100.0

46DISSERTATION
What are the issues that you have faced with the post sale service of Dell?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Customer service 26 26.0 26.0 26.0
Product quality 30 30.0 30.0 56.0
Pricing strategies 31 31.0 31.0 87.0
All of the above 13 13.0 13.0 100.0
Total 100 100.0 100.0

47DISSERTATION
The above frequency table shows the relationship between the number of years the
customers have been loyal towards Dell and the issues that are being faced by them regarding the

48DISSERTATION
post sales services that are being offered by the organization. It can be seen that most of the
customers who are using the product for a span of 2-4 years have stated that the strategies that
are available in pricing has been one of the major issues for the organization.

49DISSERTATION
For how long have you been a customer of Dell? * What are the issues that you have faced with the post sale service of
Dell? Cross tabulation
What are the issues that you have faced with the post
sale service of Dell?
Total
Customer
service
Product
quality
Pricing
strategies
All of the
above
For how long have
you been a customer
of Dell?
0-1 year Count 9 8 3 1 21
% within For how
long have you been a
customer of Dell?
42.9% 38.1% 14.3% 4.8% 100.0%
% within What are the
issues that you have
faced with the post
sale service of Dell?
34.6% 26.7% 9.7% 7.7% 21.0%
% of Total 9.0% 8.0% 3.0% 1.0% 21.0%
2-4 years Count 10 10 12 4 36
% within For how
long have you been a
customer of Dell?
27.8% 27.8% 33.3% 11.1% 100.0%
% within What are the
issues that you have
faced with the post
sale service of Dell?
38.5% 33.3% 38.7% 30.8% 36.0%
% of Total 10.0% 10.0% 12.0% 4.0% 36.0%
5-8 years Count 5 9 15 3 32
% within For how
long have you been a
customer of Dell?
15.6% 28.1% 46.9% 9.4% 100.0%
% within What are the
issues that you have
faced with the post
sale service of Dell?
19.2% 30.0% 48.4% 23.1% 32.0%
% of Total 5.0% 9.0% 15.0% 3.0% 32.0%
9 years and
above
Count 2 3 1 5 11
% within For how
long have you been a
customer of Dell?
18.2% 27.3% 9.1% 45.5% 100.0%

50DISSERTATION
% within What are the
issues that you have
faced with the post
sale service of Dell?
7.7% 10.0% 3.2% 38.5% 11.0%
% of Total 2.0% 3.0% 1.0% 5.0% 11.0%
Total Count 26 30 31 13 100
% within For how
long have you been a
customer of Dell?
26.0% 30.0% 31.0% 13.0% 100.0%
% within What are the
issues that you have
faced with the post
sale service of Dell?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 26.0% 30.0% 31.0% 13.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 21.197a 9 .012
Likelihood Ratio 18.682 9 .028
Linear-by-Linear Association 8.921 1 .003
N of Valid Cases 100
a. 7 cells (43.8%) have expected count less than 5. The minimum
expected count is 1.43.
The result of the test has come to be .012 where as the minimum value that was expected
from the test had to be 1.43. This shows that the statistical association between the two variables
is absent. Therefore it can be stated that customers who are using the product for less or more
number of years than mentioned have also agreed to the fact that the strategies that are present in
pricing for the company is one of the major issues that are present in the post sale services.

51DISSERTATION
For how long have you been a customer of Dell?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0-1 year 21 21.0 21.0 21.0
2-4 years 36 36.0 36.0 57.0
5-8 years 32 32.0 32.0 89.0
9 years and above 11 11.0 11.0 100.0
Total 100 100.0 100.0
How far are you satisfied being a customer of Dell?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Excellent 23 23.0 23.0 23.0
Good 23 23.0 23.0 46.0
Neutral 32 32.0 32.0 78.0
Poor 14 14.0 14.0 92.0
Very poor 8 8.0 8.0 100.0
Total 100 100.0 100.0

52DISSERTATION
The above frequency table shows the relationship between the numbers of years the
customers have been using the product of Dell and the level of satisfaction that they have derived

53DISSERTATION
by using the products of the company. It can be seen that most of the customers who have been
loyal towards the company for a period of 2-4 years have been neutral regarding the level of
satisfaction that they gained in using the products.

54DISSERTATION
For how long have you been a customer of Dell? * How far are you satisfied being a customer of Dell? Cross tabulation
How far are you satisfied being a customer of Dell?
TotalExcellent Good Neutral Poor Very poor
For how long have you
been a customer of Dell?
0-1 year Count 6 3 10 2 0 21
% within For how long
have you been a customer
of Dell?
28.6% 14.3% 47.6% 9.5% 0.0% 100.0%
% within How far are you
satisfied being a customer
of Dell?
26.1% 13.0% 31.3% 14.3% 0.0% 21.0%
% of Total 6.0% 3.0% 10.0% 2.0% 0.0% 21.0%
2-4 years Count 8 13 7 7 1 36
% within For how long
have you been a customer
of Dell?
22.2% 36.1% 19.4% 19.4% 2.8% 100.0%
% within How far are you
satisfied being a customer
of Dell?
34.8% 56.5% 21.9% 50.0% 12.5% 36.0%
% of Total 8.0% 13.0% 7.0% 7.0% 1.0% 36.0%
5-8 years Count 9 4 12 2 5 32
% within For how long
have you been a customer
of Dell?
28.1% 12.5% 37.5% 6.3% 15.6% 100.0%
% within How far are you
satisfied being a customer
of Dell?
39.1% 17.4% 37.5% 14.3% 62.5% 32.0%
% of Total 9.0% 4.0% 12.0% 2.0% 5.0% 32.0%
9 years and above Count 0 3 3 3 2 11
% within For how long
have you been a customer
of Dell?
0.0% 27.3% 27.3% 27.3% 18.2% 100.0%
% within How far are you
satisfied being a customer
of Dell?
0.0% 13.0% 9.4% 21.4% 25.0% 11.0%
% of Total 0.0% 3.0% 3.0% 3.0% 2.0% 11.0%
Total Count 23 23 32 14 8 100

55DISSERTATION
% within For how long
have you been a customer
of Dell?
23.0% 23.0% 32.0% 14.0% 8.0% 100.0%
% within How far are you
satisfied being a customer
of Dell?
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 23.0% 23.0% 32.0% 14.0% 8.0% 100.0%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 22.425a 12 .033
Likelihood Ratio 26.208 12 .010
Linear-by-Linear Association 4.493 1 .034
N of Valid Cases 100
a. 12 cells (60.0%) have expected count less than 5. The minimum
expected count is .88.
The result of the test has come to be .033 where as the minimum value that was expected
from the test had to be .88. This shows that there is no statistical association between the
variables. Therefore it can be stated that the customers who have been using the product for a
lesser or more number of years have also agreed to the fact that they are satisfied with the post
sale services that are being offered by the company.

56DISSERTATION
For how long have you been a customer of Dell?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0-1 year 21 21.0 21.0 21.0
2-4 years 36 36.0 36.0 57.0
5-8 years 32 32.0 32.0 89.0
9 years and above 11 11.0 11.0 100.0
Total 100 100.0 100.0
What are the areas that you recommend for improving the after sales services of Dell?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Employee interaction 23 23.0 23.0 23.0
Deccrease queue 28 28.0 28.0 51.0
Improved employee
efficiency 30 30.0 30.0 81.0
Technical improvement 19 19.0 19.0 100.0
Total 100 100.0 100.0

57DISSERTATION

58DISSERTATION
The above frequency table shows the relationship between the numbers of years the
customers have been using the products of the company and their recommendations regarding
the area that needs to be improved by the company in its post-sales services. It can be seen that
most of the customers who have been using the product for a period of 2-4 years have stated that
improved efficiency of the employees is one of the major things that the company needs to do in
its post sales services.

59DISSERTATION
What is your gender specification? * What are the areas that you recommend for improving the after sales services of
Dell? Cross tabulation
What are the areas that you recommend for improving the
after sales services of Dell?
Total
Employee
interaction
Decrease
queue
Improved
employee
efficiency
Technical
improvement
What is your gender
specification?
Male Count 12 10 9 8 39
% within What is your
gender specification? 30.8% 25.6% 23.1% 20.5% 100.0%
% within What are the
areas that you
recommend for
improving the after
sales services of Dell?
52.2% 35.7% 30.0% 42.1% 39.0%
% of Total 12.0% 10.0% 9.0% 8.0% 39.0%
Female Count 11 18 21 11 61
% within What is your
gender specification? 18.0% 29.5% 34.4% 18.0% 100.0%
% within What are the
areas that you
recommend for
improving the after
sales services of Dell?
47.8% 64.3% 70.0% 57.9% 61.0%
% of Total 11.0% 18.0% 21.0% 11.0% 61.0%
Total Count 23 28 30 19 100
% within What is your
gender specification? 23.0% 28.0% 30.0% 19.0% 100.0%
% within What are the
areas that you
recommend for
improving the after
sales services of Dell?
100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 23.0% 28.0% 30.0% 19.0% 100.0%

60DISSERTATION
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.903a 3 .407
Likelihood Ratio 2.894 3 .408
Linear-by-Linear Association .792 1 .373
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 7.41.
The result of the test has come to be .407 where as the minimum value that was being
expected from the test had to be 7.41. This shows that both the genders are of the view that level
of efficiency among the employees need to be increased by the organization so that they can
offer prompt actions to the queries of the customers regarding th post sales services offered by
them.
What is your gender specification?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Male 39 39.0 39.0 39.0
Female 61 61.0 61.0 100.0
Total 100 100.0 100.0
How often the customer care of Dell interacts with you post sales service?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Weekly basis 20 20.0 20.0 20.0
Monthly basis 28 28.0 28.0 48.0
Quarterly basis 21 21.0 21.0 69.0
Annual basis 18 18.0 18.0 87.0
Never 13 13.0 13.0 100.0
Total 100 100.0 100.0

61DISSERTATION

62DISSERTATION
The above frequency table shows the relationship between the gender of the customers
and the frequency of interaction of the customer care in the organization after the products have
been sold to the customers. It can be seen that most of the female customers have stated that the
organization interacts with them on a monthly basis regarding gathering feedbacks on the
products.

63DISSERTATION
What is your gender specification? * How often the customer care of Dell interacts with you post sales service?
Cross tabulation
How often the customer care of Dell interacts with you post
sales service?
Total
Weekly
basis
Monthly
basis
Quarterly
basis
Annual
basis Never
What is your
gender
specification?
Male Count 8 10 8 8 5 39
% within What is
your gender
specification?
20.5% 25.6% 20.5% 20.5% 12.8% 100.0%
% within How often
the customer care
of Dell interacts
with you post sales
service?
40.0% 35.7% 38.1% 44.4% 38.5% 39.0%
% of Total 8.0% 10.0% 8.0% 8.0% 5.0% 39.0%
Female Count 12 18 13 10 8 61
% within What is
your gender
specification?
19.7% 29.5% 21.3% 16.4% 13.1% 100.0%
% within How often
the customer care
of Dell interacts
with you post sales
service?
60.0% 64.3% 61.9% 55.6% 61.5% 61.0%
% of Total 12.0% 18.0% 13.0% 10.0% 8.0% 61.0%
Total Count 20 28 21 18 13 100
% within What is
your gender
specification?
20.0% 28.0% 21.0% 18.0% 13.0% 100.0%
% within How often
the customer care
of Dell interacts
with you post sales
service?
100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
% of Total 20.0% 28.0% 21.0% 18.0% 13.0% 100.0%

64DISSERTATION
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square .369a 4 .985
Likelihood Ratio .367 4 .985
Linear-by-Linear Association .045 1 .833
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 5.07.
The result of the test has come to be .985 where as the minimum value that was expected
form the test had to be 5.07. This shows that there is no statistical association between the
variables. Therefore it can be stated that both the gender are of the view that the organization
interacts with them on a monthly basis regarding the products that have been purchased.

65DISSERTATION
Chapter 5: Conclusion and recommendations
5.0 Conclusion
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. This
highlights the need of effective after sales service and improving the customer loyalty.
Customers are the pillars that define the success and profit of the business organizations in the
market. In addition to, loyal customer base provides a competitive advantage for the business
organizations, as the company is confident about the customers and their choice in terms of the
purchase or the buying decision.
Effective after sales service is an important strategy for the business organizations, as this
helps in building loyal customer base. According to the information gathered from the literature
review and the data analysis, it can be said effective after sales service makes the customers feel
valued and important for the business organizations. Prompt and instant feedback from the
business organization when the customers need ensures effective after sales service. The
customers regardless of the gender and time of being using services of Dell Inc. considers that

66DISSERTATION
effective after sales service makes them feel valued and important. Effective after sales services
provides an opportunity for the business organizations to attend the queries of the customers
without any delay. The business organizations tend to resolve the issues or problems faced by the
customers in terms of the products and the service used by them thereby, providing instant help
to the customers. Instant help resolves the problem faced by the customers thereby, saving them
from additional stress and tension. As a result, effective after sales service provides an
opportunity for the business organizations build loyal customers. This is because as the
customers feel valued and is attended on time, they feel satisfied. Thus, effective after sales
service leads to customer satisfaction and improves customer loyalty for the business
organizations.
5.1 Linking with objectives
Objective 1: To understand the concept of after sales service
Objective 1 is linked with survey questions 3 and 4. The question highlights the
significance of effective after sales service. The customers of Dell Inc. considers that effective
after sales service is important, as this provides them with the opportunity of getting and
accessing help from the company during their need regardless of any situation and
circumstances. In addition to, effective after sales service ensures customer satisfaction, as the
customers feel valued and important for the company. As the customers are able to rely on the
company regardless of any situation and circumstances, they highlight their loyalty towards the
company.
Objective 2: To investigate the effectiveness of after sales service and its impact on
customer loyalty

67DISSERTATION
Objective 2 is linked with survey questions 5 and 6. The data analysis highlights that the
customer care of Dell Inc. interacts with them on a monthly basis. Considering the huge
customer base that Dell Inc. has monthly interaction with them does not highlight effective after
sales service. Dell Inc. needs to increase the frequency of attending the customers. The customer
care of Dell Inc. needs to interact or communicate with the target customers on a weekly basis.
This will ensure customer satisfaction and improve customer loyalty.
Objective 3: To evaluate critically the problems encountered while assessing after sales
service and understand customer loyalty for Dell Inc.
Objective 3 is linked with survey questions 7, 8 and 9. The survey questions and the
analysis highlights that pricing of the after sales service is one of the major issues in terms of
after sales service. After purchasing the product, the customer care of Dell Inc. charges high
prices for attending and resolving the issues faced by the customers. The customers find it
illogical and unjustified to pay such high price for the service they deserve after they have
purchased the product from the company.
Objective 4: To provide suitable recommendations for improving after sales service and
maximizing customer loyalty for Dell Inc
Objective 4 is linked with survey question 10. The survey question highlights that the
target customers feel that the after sales service of Dell Inc. needs improvement in order to
ensure improved customer loyalty. Effective after sales service in terms of lower price for
providing the services as well as communicating with the customers weekly instead of monthly
basis are most preferred.

68DISSERTATION
5.2 Recommendations
Based on the identified problems in terms of the after sales service of Dell Inc. the
suitable recommendations include:
Lowering the amount charged by Dell Inc. for providing after sales service: Dell Inc. needs to
lower the price charged by them for providing after sales service. This is because the customers
feel unjustified to extra amount for getting the service they deserve once they have purchased the
product from the company. Thus, providing after sales service in comparatively lower price will
help Dell Inc. in improving customer loyalty.
Communicating with the customers of Dell Inc. on a weekly basis: Dell Inc. needs to increase
the frequency of interacting with the customers from monthly basis to weekly basis. This will
provide an opportunity for the customer care of Dell Inc. ensures prompt reply to the customers
and attend their queries and issues without any delay.

69DISSERTATION
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Appendix 1
Survey questionnaire
1. For how long have you been a customer of Dell?
0-1 year
2-4 years
5-8 years
9 years and above
2. What is your gender specification?
Male
Female
3. How far do you agree that similar companies are efficient in giving after sale
service?
Strongly agree
Agree
Neutral

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Disagree
Strongly disagree
4. How far do you think that customer care service of Dell is efficient in resolving your
problems?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
5. How often the customer care of Dell interacts with you post sales service?
Weekly basis
Monthly basis
Quarterly basis
Annual basis
Never
6. How far do you think that the Dell’s post sale service is up to the mark?
Strongly agree
Agree

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Neutral
Disagree
Strongly disagree
7. What are the issues that you have faced with the post sale service of Dell?
Customer service
Product quality
Pricing strategies
All of the above
8. How far are you satisfied being a customer of Dell?
Excellent
Good
Neutral
Poor
Very Poor
9. How far do you think that Dell has efficient training problems of employees to
resolve customer problem?
Strongly agree
Agree

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Neutral
Disagree
Strongly disagree
10. What are the areas that you recommend for improve the after sales services of Dell?
Employee interaction
Decrease queue
Improved employee efficiency
Technical improvement