The Impact of After-Sales Service on Customer Satisfaction in the Nigerian Automobile Industry: A Focus on Dealers in Abuja

This study examines the impact of after-sales service on customer satisfaction among automobile owners in Abuja, North Central Nigeria. The Nigerian automobile market, though dominated by used vehicles, has witnessed growing demand for new cars through authorised dealers, creating a competitive landscape in which after-sales service has emerged as a key differentiator. After-sales service encompasses warranty management, spare parts availability, technical maintenance, and customer support, all of which significantly affect ownership experience. The study adopts a descriptive survey design, with 250 automobile owners who purchased through authorised dealerships in Abuja selected through purposive sampling. A structured questionnaire measures after-sales service quality and its impact on customer satisfaction and referral behaviour. Multiple regression analysis is employed as the primary analytical technique. The study also explores whether vehicle brand (domestic versus imported) moderates the relationship between service quality and satisfaction. Preliminary findings indicate that spare parts availability and technical service competence are the strongest predictors of customer satisfaction with after-sales service. Dissatisfaction with after-sales experiences is also found to significantly influence negative word-of-mouth behaviour. Recommendations are directed at automobile dealerships, original equipment manufacturers, and the Nigerian Automobile Manufacturers Association on designing after-sales service programmes that strengthen customer relationships and support brand loyalty in the post-purchase phase. Keywords: after-sales service, customer satisfaction, automobile industry, Abuja, dealership marketing