The impact of after sale services on product's percieved value in furniture sector: A field study in Inegol/Bursa

Abstract

In this study, it was aimed to measure the effect of consumers' satisfaction level from the after sales services to products' percieved value for the furniture group, which is one of the first product groups that come to mind in durable consumer goods. For the study, considering the benefit of the research results for the field research, Inegol district of Bursa province, which is one of the most developed regions of the furniture sector, has been chosen. Data were collected from the consumers in here by using a questionnaire consisting of questions with five point Likert Scale about the furniture they had bought before. The collected data for satisfaction from after sales services and products' percieved value are analyzed using Structural Equation Model and the effects of after sales services on the perceived value of the products have been revealed. As a result of the analyzes made, the constructed model was tested and the p and t values obtained using the AMOS program were utilized for each of the hypothesized hypotheses. Accordingly, it is seen that five hypotheses are supported in the model. These results mean that all hypotheses that were unfolded at the beginning of the study are supported. As a result, the perceived value and its sub-dimensions, quality value, monetary value, social value and emotional value dimension, are positively affected by the level of satisfaction from after-sales service at varying levels.