Aftersales Service and Customer Satisfaction: An Application of the Kano Model

This chapter uses CFAO Motors as a case study to explore Aftersales services and customer satisfaction. The population for the study includes all owners of vehicles who regularly service their vehicles with CFAO Motors, whether under warranty or not, to enjoy the aftersales services. A quantitative approach was used in the data collection through questionnaire administration. The analysis used Kano’s Model and Kendall’s Coefficient of Concordance. The result indicates that the one-dimensional requirement accounted for 67% while the “must-be” requirement represented 37%. The customers ranked solving problems through maintenance, accuracy of documentation and competency of service technicians as the top three priorities of their assessment of aftersales services. According to the study, CFAO Motor must be a customer-centric organization to create long-term relationships with its customers through the implementation of successful marketing tactics to improve business performance.