Reactive after-sales service or proactive after - sales service: The case of kobelco construction machinery Vietnam CO., LTD

Abstract

After completing the transaction of purchase, the relationship between a seller and a buyer usually still continue because of complex growing in business to business. Customers purchase products and they hope that products will bring benefit to them as much as possible. Hence, after-sales service is indicated as a tool which providing a valuable merit to the customer and bringing opportunity to the company. After-sales services have proven to be an important element that contributes to business situation of a company. Thus, whether post sales service is appropriate or not, actually it is a big issue should be concerned. Four major factors that affect after-sales services machinery industry are reactive after-sales service, field technical assistance, spare parts distribution and customer care. The purpose of this thesis is to identify the issue of after-sales service in Kobelco Vietnam, then to indicate the root cause led to main problem after analyzing all causes; finally it supposes the potential solutions that can be applied to resolve the problem.