| dc.description.abstract | To be successful, organization must look into the needs and wants of their
customer. Customer satisfaction is important because many researches have shown that
customer satisfaction has a positive effect on organization‟s profitability. Not only product
they purchase can satisfy customers, but also by the service they got from the organization.
The main objective of this study is to asses either after sale services that are offered to
customer just after sale services stage have an effect on customer satisfaction and loyalty in
automotive.
Data was collected from 300 after sale service customer but only 270 were valid
to analysis through questionnaire. The techniques of analysis used in this study are
descriptive (mean, standard deviation), reliability analysis (Cronbach‟s Alpha), factor
analysis (KMO, Bartlett‟s test), and regression analysis (hypotheses test). Customer
satisfaction coefficient formulae were used to measure and quantify the relationship between
after sale service quality and customer satisfaction. The results also indicate that discovered
after sale service (maintenance, spare part supply, telephone service, and warranty service)
has effect on customer satisfaction and loyalty. Documentation service and
training/orientation service is not achieve desired score. | en_US |
