EFFECT OF AFTER-SALES SERVICE ON CUSTOMER LOYALTY

This study investigates the effect of after-sales service on customer loyalty using Carlcare Service Center in Ilorin, Nigeria, as a case study. In today’s competitive business environment, after-sales service has emerged as a critical determinant of customer satisfaction and long-term loyalty. The research specifically examined how four key components of after-sales service: installation, product delivery, warranty services, and repair offers impact customer perceived quality, retention rate, repeat purchase, and overall satisfaction. The study employed a quantitative research design, utilizing structured questionnaires administered to 384 respondents who had accessed Carlcare’s services in the past year. Data were analyzed using descriptive statistics and multiple regression analysis. Findings reveal that installation services significantly influence customer-perceived quality, while efficient product delivery positively correlates with higher customer retention rates. Moreover, warranty services enhance customers’ desire to make repeat purchases, and high-quality, timely repair offers contribute substantially to customer satisfaction. The study confirms that comprehensive and reliable after-sales service fosters deeper trust, repeat patronage, and brand loyalty. Based on the results, the study recommends that firms should prioritize professional installation, timely and accurate delivery, transparent warranty policies, and swift, effective repairs to improve customer loyalty. The study contributes to the existing body of knowledge by providing empirical evidence from a developing market context, highlighting the strategic role of after-sales service in sustaining competitive advantage and building lasting customer relationships.