The Study of Differences in expected and perceived post-sales Services with Service Quality Gaps and their Influence on Brand Image in selected Cities of Gujarat State
Javed S. J. Khorajia*(Research Scholar, Shri D.N. Institute of P.G. Studies in Commerce, Anand, Gujarat, India) and Sejal Christian(Incharge Principal, Shri D.N. Institute of P.G. Studies in Commerce, Anand, Gujarat, India) *Corresponding author's Email
Khorajia, Javed S. J. and Christian, Sejal (2019), “The Study of Differences in expected and perceived post-sales Services with Service Quality Gaps and their Influence on Brand Image in selected Cities of Gujarat State”, MERC Global’s International Journal of Management, Vol. 7, Special Issue 1, pp. 42-46.
Submitted: March 24, 2019, Revision received: April 26, 2019, Accepted: April 30, 2019
The best of the products manufactured by prominent brands can falter thereby evoking a sense of doubt in the minds of consumers at large. There are several reasons as to why consumers choose specific brands over others. Therefore, it is quite imperative for a marketing strategist to contemplate on areas where it can offer credibility to brands that the company offers. One of the areas, where time and again, it is reiterated about its magnitude is ‘post-sales services’. The era of consumer-centric orientation accentuates that the responsibility of producers does not cease to exist at their doorsteps. The development has taken place to make the whole process of buying to discarding seamless whole for out-and-out satisfaction and value for money has been a major boost from the consumer’s point of view. In the segment of electronics durables, this paper researches the effect of pre and post phases of after-sales services on the brand image and finds out the correlation between expectation-perception of services and pre/post brand image.
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