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The moderation influence of warranty on customer satisfaction’s antecedents: an empirical evidence from automotive dealerships

ABSTRACT The purpose of this article is to investigate the differential influence of product quality and service quality on customer satisfaction (CS) along with the interaction role of warranty presence in the context of automotive dealerships. Survey-based research methodology is adopted in which the population are the car owners who perform repair and maintenance jobs in authorized service centres. It is found that the warranty moderation role is supported wherein the relationship between service quality and CS is strengthened by the warranty presence, contrary to the insignificant relationship between product quality and CS influenced by the warranty moderator; besides, the empirical results provide an evidence that the CS value relies on metrics comprising operational measures for service quality and product quality. The outcome of this study contributes to sensitizing the decision makers from manufacturing and service disciplines to the interdependencies and the prerequisite for overall collaborative development. This study presents the first systematic approach that differentiates the influence of product quality and service quality on CS, wherein the warranty service is primarily introduced as a moderator affecting the antecedent relationship in the context of automotive dealerships.