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A Theoretical Framework for Customer Satisfaction and Customer Loyalty at Automobile After Sales Service Centres

—Customer Satisfaction has become a key to success for any automobile after sales service (AASS) business organizations and therefore AASS business organization (or centre) should never ignore the importance of customer satisfaction. So, it is essential for any AASS centre to track the factors and variables influencing the customer satisfaction and continuously work on improving the expectations of the customers on these factors and variables in order to make the customers more loyal. From the literature it is identified that many research studies considered only Service Quality as the factor influencing Customer Satisfaction (CS) and Customer Loyalty (CL). However, only a few studies have considered other factors such as Belief, Brand Awareness, Product Quality, Economic Service, Convenient service, Service Capability, and Warranty Handling, which are expected to influence the satisfaction of the customer for the service obtained from AASS centre. In addition, the analysis of the literature revealed that there is no study carried out considering all factors, which are considered in the earlier studies, simultaneously and their influences on CS and CL. Thus, in this paper we develop a theoretical framework, considering all the factors identified from the literature simultaneously along with required measurement variables for each of the factors, for obtaining customer satisfaction and customer loyalty. This proposed theoretical framework is expected to demonstrate the impact of CS and CL for AASS Centres (referred as CS-CL-AASS).