Towards a reference model for After-Sales service processes

In the last years, given the high market pressure and the increased competition in several industries, the search for new business opportunity is focusing on service activities. After-Sales (AS) service has become increasingly important as a source of differentiation and market share for manufacturers and resellers, as well as a strategic driver for customer’s retention. These changes often call for a new conceptual definition of the product-service bundle marketed to the final customer and for a thorough revision of the logistical and organizational configuration of the whole service chain. It comes out the necessity to design appropriate processes and to have a general and shared definition of their structure. Aim of the paper is to suggest a model which provides a common configuration of the assistance processes according to a framework that links the different typologies of assistance with the product service strategies offered by companies. Some case studies have been considered in order to validate the proposed framework and the model.