EFFECT OF AFTER SALES SERVICES ON CONSUMER PATRONAGE
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EFFECT OF AFTER SALES SERVICES ON CONSUMER PATRONAGE
ABSTRACT
This study looks at the impact of after-sales services on consumer patronage, using PZ as a case study. The historical context and evolution of this company This study seeks to assess the impact of after-sales services such as delivery, maintenance, installations, guarantees, and warranties on consumer behaviour.
It also aims to answer problems such as: how can these functions be implemented? Do these functions boost consumer prospects? The study’s population was 300, with 100 from senior staff and 200 from junior staff, and the sample size was 75; 50 of the 75 questionnaires issued were returned.
Data were presented and analysed. The three hypotheses were examined using the chi-square (X2) method, and the results showed that after-sales services have an effect on consumer patronage.
It is advised that the conditions of service provided by staff be constantly reviewed. A well-motivated and trained team will be a more useful tool to the firm and others.
INTRODUCTION
1.1 Background of the Study
After-sales service is the element of a salesperson’s employment that involves providing or offering assistance and information after a transaction has been made.
On the other hand, after-sales services could be defined practically as a service or assistance provided to a customer when there is a need for it or following the sale of a product or service, without charge or payment, in order to retain customer happiness and loyalty.
In personal selling, it is believed that an efficient sales job never ends.
When an order is written up, sales service may continue even after the goods have been sold.
A key component of effective customer relations (and recurring business). Is providing after-sales service, which includes more than just technical support for customers and sales.
After-sales services for consumer patronage refer to the help and assistance provided to customers. A successful salesperson understands the importance of keeping clients satisfied and has a genuine desire to ensure their continuing contentment.
It is advantageous for the salesperson and his organisation to maintain contact with existing and new customers and express interest in their issues. This will continue to generate more prospects that can be turned into customers.
As correctly stated, marketing begins and ends with the client. In personal selling, we describe a good salesperson as someone who defines and locates a prospect, then converts him to a client through follow-up actions, ensuring that the product continues to meet his purchasing demands.
In today’s changing environment, marketers go a long way towards establishing ongoing relationships with their varied clients, both during and after the purchase of a certain product. This is what they strive to do through after-sales service.
However, after sales refers to a variety of services provided to a consumer following the exchange of products and services with the goal of minimising post-purchase costs.
After-sales service on consumer patronage is thus a follow-up after a sale has been made in order to determine the customer’s reaction and to reassure him or her that he or she has made the correct decision.
Furthermore, it can be defined as the assistance provided by companies, organisations, or business enterprises to their clients/customers after a sales transaction has occurred,
which may result in little or no payment by such client and which motivates or creates a good relationship between the two parties (customer/supplier) to ensure.
Customer satisfaction. After-sales services for consumer consumption include delivery services, installation, repair and maintenance guarantee and warranty, customer training, warehousing, packaging, credit note, transportation, loading and unloading, and so on.
Thus, all of the above material is required for comprehending this study; the research work must be conducted with a specific reference to the case study on PZ Cussons Plc.
Customer Post-purchase dissonance is the condition of conflict that occurs following the acquisition of goods or services. It is considerably distinct from purchase, therefore Kotler and Amstrong (1999) considered it as past-purchase conflict cognitive dissonance products discomfort.
Festinger (1957) explained that while purchase conflict is addressed by making a decision, this is precisely what post-purchase cognate dissonance suggests.
Dissonance is a negative drive state that happens when a consumer has two cognates (ideas, beliefs, or opinions) regarding a product that are psychologically incompatible.
1.1.1 Profile of the Company (PZ) CUSSONS PLC.
PZ Cussons Plc is a significant manufacturer and distributor of a wide range of products, particularly soaps and other personal care items such as shampoo, baby power, and so on. They also manufacture refrigerators, freezers, air conditioners, detergents, cleaning supplies, hygiene items, and olive oil packaging materials.
In 2003, PZ created a joint venture with Ireland’s Gambia to provide evaporated milk to Nigeria. In 2005, it also bought the UK hair care company Charies Worthington.
PZ Cussons presently manufactures and sells more than 30 brands through its global network of enterprises. Its policy focused on efforts to identify geographical markets with potential for growth, excellent quality, and innovation based on a thorough understanding of local customers’ needs and aspirations.
Patersons Zochonis (PZ) changed its name in 2002, but its history dates back to the century, when it was established as a trading post called West African Merchants. Paterson and Zochonis began by shipping palm kernels, cocoa, ground nuts, seed cottons, and animal hides and skins.
George Paterson died in 1934, putting George Zochonis in control of the corporation. The Zochonis family was heavily involved in the company’s growth, and the company began to place members of the extended family in significant executive roles.
The firm also has several major subsidiaries, including Minerva, PZ Cussons East African Ltd, Ghana Industries Limited, PZ Cussons Poland, PZ Cussons Thailand, PZ Cussons UK, and PZ Industries Plc Nigeria.
Furthermore, it has a main competitor. Doyin Group of Companies, Maharini Group, Lever Brothers Private Limited, Unilever Plc, and Colgate Palmolive Proprietary Limited.
It is also vital to know the dates when the corporation established offices in other countries.
The essential dates are as follows.
It is also vital to know some of the dates when the corporation launched its offices in other countries.
1948: Patersons Zochonis (PZ) opens its soap production office in Nigeria.
1969: Paterson Zochonis (PZ) starts manufacturing in Ghana.
1975: Pater’s son, Zochonis (9PZ), acquired Cussons.
1977: Paterson Zochonis (9PZ) acquires Greek olive oil production of Minerva.
In 1983, Paterson Zochonis (PZ) purchased a soup in Kenya.
1986: The company is manufacturing in Thailand.
2002: The firm name was changed to Paterson Zochonis.
2003: The corporation obtains the original source (the axe brand).
1.2 Statement of the Problem
Every firm exists primarily to generate profit. Unfortunately, they don’t, for the following reasons:
They were unable to understand why they were losing such large sums of money. This is due to a lack of comprehension and a stupid approach.
There are colours and screams concerning the attitudes of employees in several of these businesses.
They earned their public hatred and scorn.
1.3 Object of the Study
This study aims to assess the impact of after-sales services on consumer patronage. This is in recognition of the fact on those services offered to prospects after making purchase, such as delivery, maintenance, installations, guarantee, and warranty, precisely it wishes to know
i. What tasks do after-sales services provide for consumers or prospective buyers?
ii. How are these functions implemented?
iii. Do after-sales services benefit customers or prospects?
iv. Can their performance be enhanced in terms of finding answers to the above questions, which will shed light on the effects of after-sales services on consumer patronage?
1.4 RESEARCH QUESTION.
The research questions asked in this study are as follows.
i. What influence do after-sales services have on consumer patronage?
ii. Do after-sales services help to the improvement of consumer welfare?
iii. Does after-sales service exist just for the benefit of the consumer?
iv. What are the aspects affecting after-sales services?
V. How important are after-sales services?
This study formulated and tested the responses to the researcher’s inquiry regarding the following hypothesis.
1.5 Research Hypothesis
Ho1: Post-sales services have no effect on consumer patronage.
HA1: Aftersales services have an impact on consumer demand.
Ho2: After-sales services do not contribute to increased consumer well-being.
HA2: After-sales service helps to the improvement of consumer welfare.
Ho3: After-sales services are designed to serve more than just the buyer.
Ho3: After-sales services are provided only for the benefit of the customer.
1.6 Significance of the Study
The study is significant in the following ways:
i. The analysis enables PZ to provide the best relevant after-sales services.
ii. It assists firms in understanding the elements of sales used by PZ Cussons Nigeria Plc.
iii. It allows organisations to understand the relative relevance of after-sales services.
iv. It also helps organisations uncover the actors that effect the after-sales services.
v. It enables businesses to better understand their potential clients.ervice of programmes united together.
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