Abstract: Purpose – To analyse the role of after-sales services in manufacturing contexts, and the related after-sales performance measurement systems. Design/methodology/approach – An exploratory case study research was performed in the automotive, household appliance, IT and consumer electronics industries. The sample is made up of 48 firms with after-sales operations in Italy. Findings – The role attributed to after-sales activities in the IT and consumer electronics and household appliance industries shows an orientation to improve company image, customer satisfaction and retention (marketing focus). A different situation characterises the companies studied in the automotive industry. In most firms, however, measurement systems are quite simple and short-term oriented, especially in the IT and consumer electronics and household appliance industries. The measurement of non-financial performance emphasises effectiveness rather than efficiency, and the automotive industry, on the whole, presents more advanced measurement systems, together with more integrated strategic management of after-sales. The household appliance industry, on the other hand, due to the significant presence of SMEs, is characterised by less sophisticated performance measurement systems. Originality/value – Provides a representation of current empirical practices in after-sales role and performance measurement, a topic insufficiently covered by conceptual and empirical research.
The role and performance measurement of after-sales in the durable consumer goods industries: an empirical study
SONGINI, LUCREZIA;
2006
Abstract
Abstract: Purpose – To analyse the role of after-sales services in manufacturing contexts, and the related after-sales performance measurement systems. Design/methodology/approach – An exploratory case study research was performed in the automotive, household appliance, IT and consumer electronics industries. The sample is made up of 48 firms with after-sales operations in Italy. Findings – The role attributed to after-sales activities in the IT and consumer electronics and household appliance industries shows an orientation to improve company image, customer satisfaction and retention (marketing focus). A different situation characterises the companies studied in the automotive industry. In most firms, however, measurement systems are quite simple and short-term oriented, especially in the IT and consumer electronics and household appliance industries. The measurement of non-financial performance emphasises effectiveness rather than efficiency, and the automotive industry, on the whole, presents more advanced measurement systems, together with more integrated strategic management of after-sales. The household appliance industry, on the other hand, due to the significant presence of SMEs, is characterised by less sophisticated performance measurement systems. Originality/value – Provides a representation of current empirical practices in after-sales role and performance measurement, a topic insufficiently covered by conceptual and empirical research.
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