After-sales service quality affects loyalty through customer satisfaction: The case of Head Honda in Dong Nai Province

The study identifies the factors of after-sales service quality affecting customer satisfaction and then customer satisfaction to customer loyalty to motorbike warranty repair services at Quang Hien Head in Dong Nai Province. The research model was empirically tested with a quantitative method using an online survey of 467 customers who have been using motorbike warranty repair services or replacing spare parts after sales motorbike since 2020. The validity and reliability of the data have been tested using CFA and SEM. The study results show that, firstly, the factors of after-sales service quality, including reliability (β = 0.357), responsiveness (0.273), empathy (0.261), assurance (0.115), tangibility (0.098), affected customer loyalty through satisfaction. Besides, the study has identified alternative attractiveness also had an impact on customer loyalty (-0.262). Finally, satisfaction affected loyalty (0.410). The study results provide an implication on after-sales service to improve the service quality of Quang Hien Head and on customer satisfaction as a strategy for long-term and sustainable profitability.