The Role of After-Sales Service in International Marketing

Abstract

This study develops and tests a conceptual framework relating internationalization and after-sales service (AS) in international marketing activities. Specifically, the study tests the relationship between internationalization, importance of AS accompanying durable export products, and actual AS offerings in foreign markets. Level of foreign market competition, relative product quality, and marketer power in the foreign distribution channel were investigated as moderators in the relationship between AS importance and services actually offered in the foreign market. Research results generally support the hypotheses, suggesting that as firms internationalize, they come to understand the role of AS in international activities. However, there are factors that facilitate and/or inhibit the marketer's actual offering of these services.