The role and performance measurement of after‐sales in the durable consumer goods industries: an empirical study

Purpose – To analyse the role of after‐sales services in manufacturing contexts, and the related after‐sales performance measurement systems. Design/methodology/approach – An exploratory case study research was performed in the automotive, household appliance, IT and consumer electronics industries. The sample is made up of 48 firms with after‐sales operations in Italy. Findings – The role attributed to after‐sales activities in the IT and consumer electronics and household appliance industries shows an orientation to improve company image, customer satisfaction and retention (marketing focus). A different situation characterises the companies studied in the automotive industry. In most firms, however, measurement systems are quite simple and short‐term oriented, especially in the IT and consumer electronics and household appliance industries. The measurement of non‐financial performance emphasises effectiveness rather than efficiency, and the automotive industry, on the whole, presents more advanced measurement systems, together with more integrated strategic management of after‐sales. The household appliance industry, on the other hand, due to the significant presence of SMEs, is characterised by less sophisticated performance measurement systems. Originality/value – Provides a representation of current empirical practices in after‐sales role and performance measurement, a topic insufficiently covered by conceptual and empirical research.