FACTORS OF THE SERVICE MARKETING MIX AND AFTER-SALES SERVICE QUALITY

Abstract

ABSTRACT

This research aims to study the service marketing mix and after-sales service quality factors that affect repurchasing decisions of industrial vacuum cleaner products. Samples used in this study consisted of 307 customers who only used industrial vacuum cleaner products from a company that trades the industrial cleaning machines. The questionnaire was used as a research instrument. Multiple regression analysis was used for hypothesis testing. The results of the study indicated that service marketing mix factors (7Ps) in terms of physical evidence, people, process, and price affect the repurchasing decision of the industrial vacuum cleaner products. Also, the after-sales service quality factors in terms of empathy, assurance, and reliability affect the repurchasing decisions of industrial vacuum cleaner products at the statistical significance level of 0.05.