The trigger for positive word of mouth in the after sales service

This study aims to study the effect of after sales service experience and its quality on overall satisfaction and word of mouth (WOM) for the automotive service providers in Italy. Based on the additional marketing mix elements required for services marketing (respectively people, process and physical evidence), we investigated the effects of after sales service experience quality on satisfaction and WOM. Data were collected through a survey of 210 customers in the automotive service. They were asked to evaluate several items related to their after sales service experience provided by authorized dealers for their car maintenance services. Data were analyzed using linear regression model adopting R software. Results showed evidence of a relationship between satisfaction and the desire to recommend and supported the fact that after sales service satisfaction represents an antecedent of consumer satisfaction and WOM, at the same moment.