The contribution of customer satisfaction of after sale service - Dissertation Example

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The contribution of customer satisfaction of after sale service

Volkswagen is a German automobile manufacturing company and is one of the largest car manufacturing companies in the world. The stated vision of Audi is “Audi – the number one premium brand”. As per a strategy document released by Audi named Strategy 2020, Audi aims to achieve the leadership position in premium segment, and wants to consolidate its leadership position in that segment (Audi USA, 2009, p.27). After sales service is one of the most important factors influencing brand loyalty. According to a survey conducted by Bain and Co, “one of the most powerful techniques for converting buyers into die-hard fans is providing exceptional after-sales service” (Flees & Senturia, 2008). This report will aim to evaluate the existing customer satisfaction level of Audi customers, identify how critical is after sale service towards overall satisfaction, and identify possible areas in after sale service where there is a scope of improvement. These will be evaluated by analysing data collected by administering a questionnaire to the customers who come to the Audi dealer for after sale service. This questionnaire will capture both qualitative and quantitative data. The data collection process will also include interviewing customer facing staff in the dealership and the service manager of the dealer shop. I will be able to have access to Audi Company through my friend who holds a position as a service manager. ...Show more


The contribution of customer satisfaction of after sale service Table of Contents 1. Rationale and context 3 2. Research questions 4 3. Research Ethics 4 4. Literature Review 5 5. Research plan 8 6. Personal learning statement 10 Reference 11 Bibliography 12 1…
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