Ruby Mae A. Abanes | Genikka Faye B. Bahingawan |Mike B. Balosong | Charis Grace D. Bayla | John Joshua I. Salvador | Hazel C. Sucgang
School of Business Administration and Accountancy
Christian Michelle V. Cacho, Adviser
ABSTRACT
Every business’s most precious asset is its customers. After-sales service is pivotal to the business’s maintaining a positive relationship with its customers. Through after- sales services, firms can extend their hand to satisfy customers further to return to their organization. Therefore, the researchers sought to understand the extent to which the University of Baguio students experience the after-sales service elements when purchasing devices. The moderator variables, namely the type of device and the brand, were also used to determine whether these indicate differences in their electronics purchase. These variables are important because a solid after-sales service contributes to a company’s long-term brand image and loyalty. Offering after-sales support can assist consumers in deciding to trust the business and purchase the service in the first place. Moreover, the researchers utilized a descriptive-survey method by survey questionnaire to gather data considering the School of Business Administration and Accountancy students. In treating the data, the study used weighted mean, standard deviation, and ANOVA tests to interpret the given answers by the respondents. Ethical considerations are also highlighted. Findings revealed that installation, user training, documentation, maintenance and repair, online support, warranty, and upgrades influence consumers’ decisions when purchasing gadgets. The study also found that after-sales is sought regardless of the brand or type of devices offered. Furthermore, there is no significant difference regardless of the type of device or brand when purchasing electronic devices. The study can serve as an instrument for electronic companies to better implement their after-sales initiatives in purchasing electronic devices. Likewise, the findings of this study provide critical information for compositions regarding after-sales services and how it influences consumers’ purchasing decisions, particularly in the Philippines, which electronic businesses, consumers, and individual researching parties may use for future research.
Keywords: After-sales services, electronic devices, brands, purchase, customer support
