Title:
IMPACT OF AFTER SALES SERVICE ON CUSTOMER RETENTION OF LAFARGE CEMENT, LAGOS, NIGERIA

Authors:
Adebayo, Sulaiman Adeodu (Ph.D), Ebeloku, Iyanda Ademola (Ph.D) and Babafemi, B.C., Nigeria

Abstract:
This study examined Impact of after sales service on customer retention of Lafarge cement Lagos, Nigeria. Data were collected using questionnaires administered to three hundred and sixty eight (368) employees through simple random sampling technique from each department or unit. Analysis of data was carried out using electronic statistical package for social sciences, (SPSS). The study used descriptive analysis to achieve the mean, frequency distribution, percentage and statistical tools such as regression analysis in testing hypotheses and ANOVA which will help in the interpretation of results. Findings from the study shows that that after sales service create competitive advantage for the company, helps to build long-term customer relationship, customer retention and loyalty, and build good will for the company Result from the model summary table revealed that the extent to which the variance in organizational performance can be explained by the components of after sales services is 0.35% i.e. (R square = 0.348), with R value of 0.220. In conclusion, after-sales services maximize the value extracted by customers over the entire product life cycle. Base on the findings, the study concluded that to after sales service has significant impact on customer retention of Lafarge Cement, Lagos State, Nigeria. This study recommend that Organizations should be dedicating more and more resources to after-sales, expand their aftersales department with employees focusing only on providing after-sales services and developing after-sales offers, create sustainable relationships with customers and contribute greatly to customer satisfaction by offering different after-sales services during the various stages of the primary product lifecycle.