A study of channels of communication in the field of After-sales service

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Laboureau, Léa
Issue Date
MSc in Marketing
Dublin Business School
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Purpose : The purpose of this research is to study how consumers use and perceived channels of communication in the context of after-sales service, especially when they want to express a complaint. Methodology/Approach: The methodology adopted for this dissertation is a qualitative research methodology designed with a critical realism philosophy and an Inductive approach. Hence, in order to investigate customers' habits and desire in the context of after-sales service, qualitative data have been collected with individual semi-structured interviews. Findings: This investigation has emphasized that consumers are not comfortable with digital or offline channels of communication when they want to complain. They use these channels by habits but insist on their limits to each. Additionally, the human factor is gradually fading away in businesses' after-sale service. Whereas, consumers ask for companies to provide them successful after-sales service with reactivity and qualified agent. These limits prevent companies from turning dissatisfied customers into satisfied and loyal consumers. Thus, the removal of barriers between digital and offline channels have been evoked with the Omnichannel strategy. This combination with last technologies toward human being has been appreciated and even required by consumers, in their after-sales service experience. Major contributions: In this dissertation, the researcher provides companies important information to help them effectively to organize their communication channels to best handle consumer complaints when they have a problem with a product.