The Strategic Role of After-Sales Service in Shaping Corporate Image and Customer Loyalty: Evidence from a Consumer Electronics Case Study
Marketing, Consumer Behavior and Digital Communication: 47MKT 2026
In the rapidly evolving consumer electronics industry, the post-transaction phase is critical, transforming after-sales service from a purely operational function into a vital strategic asset for corporate reputation. However, existing strategic management frameworks often fail to integrate service recovery and customer experience perspectives, leaving a…