The role and performance measurement of after-sales in the durable consumer goods industries: an empirical study

An exploratory case study research was performed in the automotive, household appliance, IT & consumer electronics industries. The topic addressed are the role of after-sales in relation with the competitive strategy, and the measurement of after-sales financial and non-financial performances. Data show that automotive companies are mainly volume-oriented, and attach to the after-sales function (which constitute a profit centre) a Sales Focus. The other analysed industries are mostly product-oriented, and generally give to after-sales a Marketing Focus, aiming at customer satisfaction and loyalty: nonetheless after-sales performance are measured with a short term perspective. In most firms, however, the measurement of non-financial performance emphasises effectiveness rather than efficiency, and measurement systems are quite simple. The automotive industry, on the overall, presents more advanced measurement systems, together with a more integrated strategic management of after-sales. On the contrary, the household appliance industry, due to the significant presence of SMEs, is characterised by less sophisticated performance measurement systems.