Designing conceptual model of after-sales services, in companies producing the capital goods, with the idea of value co-creation

Purpose This study aims to identify the key activities after sales and the intended criteria by the customers, considering their expected services after the product purchase process. Design/methodology/approach This study is a qualitative approach, and the co-creation logic and the Delphi technique were used in two rounds to design and validate the proposed model. To achieve this study’s aims, extensive literature, interviews, interaction and exploratory meetings were reviewed with manufacturers and consumers, and then the dimensions of the proposed model were regulated, corrected and validated in the two-round Delphi technique. The final model is presented after establishing the model in the test pilots and getting feedback from industry experts. To present a conceptual model, the enabler’s logic and the underlying results in the European Foundation for Quality Management (EFQM) Excellence Model were used. Findings The findings of this study include the identification of dimensions for the after-sales services model and the designing of a conceptual model in both sections of enablers and results. The enabler section of the proposed model includes seven dimensions, three main sectors and four support sections. Practical implications This model can be used to design, deploy or improve after-sales services system in manufacturing companies. Originality/value For the first time in an innovative procedure, the approach of value co-creation was used to design one of the organizational systems (after-sale services system). On the other hand, the conceptual pattern was proposed inspired by the EFQM Excellence Model, to create the necessary proportionality between the enabler and results sections.