THE IMPORTANCE OF AFTER SALES SERVICE OF PRODUCTS TO THE BRAND IMAGE OF SAMSUNG ELECTRONICS (CHINA) SERVICE CENTER

Yingshi Xu; Worasak Thongsiri

Authors

Yingshi Xu Faculty of Business Administration, Thongsook College, Thailand
Worasak Thongsiri Faculty of Business Administration, Thongsook College, Thailand

Keywords:

After Sales Service, Brand Image, Samsung

Abstract

This research examined the influence of after-sales service on the brand image of Samsung Electronics (China) Service Center. The sample consisted of 600 respondents who had used the company’s after-sales services, selected through purposive sampling. Data were collected through a structured questionnaire. Data analysis employed descriptive and inferential statistics, with Partial Least Squares Structural Equation Modeling (PLS-SEM) used to analyze the data. The results revealed that all six components of after-sales service, such as delivery service, online/telephone support, upgradation/maintenance, warranty service, complaint handling, and installation service. All components had a statistically significant influence on the brand image of Samsung Electronics (China) Service Center, with a predictive power of 26.8%. Delivery service exhibited the highest level of influence, followed by online/telephone support, upgrade and maintenance, warranty service, complaint handling, and installation service. These findings suggest that enhancing after-sales service components can play a pivotal role in strengthening the brand image of consumer electronics service providers.

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