Influence of after-sale services on the customer satisfaction of dairy processing firms in Kenya

Abstract

In today's increasingly globalized and competitive market, providing high-quality products is no longer sufficient. After-sales services have emerged as a critical business strategy for firms seeking to achieve sustainable competitive advantage, enhance customer satisfaction, foster loyalty and advocacy, strengthen brand image, and drive profitability. While the positive impact of after-sales services on customer satisfaction is widely acknowledged, empirical evidence remains limited, particularly in business-to-business sectors. This study addressed this gap by investigating the relationship between after-sales services and customer satisfaction in the Kenyan dairy processing industry, specifically focusing on equipment and machinery purchases. It aimed to determine how warranty services, technical assistance, and spare parts distribution—the independent variables—influence customer satisfaction—the dependent variable—among milk processing companies in Kenya. This study was grounded in servitization theory as the primary theoretical framework, complemented by expectancy disconfirmation theory. Employing a positivist philosophy and a descriptive design, the research analysed data collected via structured questionnaires from a purposive sample of 215 professionals within the technical departments of 43 dairy processing firms in Kenya. Data analysis utilized both descriptive and inferential statistics. Descriptive statistics reveal that respondents exhibit reasonably high satisfaction with technical support, moderate satisfaction with warranty services and spare parts supply, and an overall satisfaction level ranging from moderate to high. Inferential statistical analysis highlights that all three after-sale services— warranty services, technical support, and spare parts supply—have significant positive effects on customer satisfaction. Among these, technical support and spare parts supply emerge as the strongest predictors, underscoring their vital role in enhancing the customer experience within the dairy processing sector. Ultimately, technical support and spare parts supply are identified as the most influential factors in determining customer satisfaction, highlighting the need for equipment suppliers to prioritize these areas to enhance customer satisfaction in dairy processing firms.