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The Attitude Change By After Service

Hwang, Won-ill (Major in Marketing, Dept. of Business Administration, Graduate School of Business Administration, Dankook University)

Advisor : Prof. Lee, Kwang Joo

To understand the consumer's attitude-change by After Service on the post-purchase would be useful for setting up the stratege of the attitude-change deriving the re-purchase.

Therefore, the objective of this study is to examine that the After Service can make a change of overall attitude toward the product through affecting the evaluation after purchase on the product, and influences on both the intention and the action of the re-purchse.

The theoretical background of this study is based on the EB high-involved model and the multi-attribute attitude model .

And the research was conducted by the questionnaire method which is consisted of the 3 types of product, the Electronics consumer product, the Computer, and the Car.

The contents of the research in detail are as follow ;

1. The cognition of the differences among companies on After Service.

2. The expectation to the After Service before purchase.

3. The satisfaction with the After Service on the post-purchase.

4. The change of the importance to the After Service on the post-purchase.

5. The reduction of the dissatisfaction with the product by After Service.

6. The overal1 attitude-change toward the product by After Service.

7. The re-purchase intention by After service.

8. The re-purchase experience due to the After Service.

The results from this analsis are as follow ;

1. The After Service influences highly on the satisfaction and dissatisfaction with the outcome of the purchase.

2. The After Service can make a change the negative attitude toward the product to the positive one on the post-purchase.

3. If the consumer is dissatisfacted with the After Service, the attitude toward the both of the product and the company can be changed to the negative.

4. Oppositely, the After Service can overlap and reduct the dissatisfaction with the product.

5. The After Service is one of the most important attributes to the re- purchase .

The strengthen of the competiveness in the limited market needs to maintain the company's own customers who was purchasing the product, and provide the satisfaction to the consumer after purchase.

At this point, After Service can attribute to the satisfaction to the consumer, and ultimately affect to the re-purchase through the costomer's attitude-change.