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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Examining the Role of After Sales Service in International Marketing
verfasst von : Gulden Asugman, Jim McCullough
Erschienen in: Proceedings of the 1993 World Marketing Congress
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Customer service is considered as a basic pillar of the marketing concept. One dimension of customer service is the producer warranty which basically is an after-sales service element. The patterns of warranty coverage and duration have been tried to be explained by two theories in the literature: Exploitation theory and Signal theory. This paper discusses the implications of these for the international context. A number of implications with future research suggestions are included.