The Role of Service Quality, Product Quality, and After-Sales Service in Enhancing Customer Satisfaction: Study on OPPO Bangladesh Limited

Abstract

Purpose: The primary objective of this study is to examine the effects of service quality,

product quality, and after-sales service on customer satisfaction, with a specific focus on

OPPO Bangladesh Ltd. The study aims to identify which factors significantly influence

customer satisfaction in the smartphone industry. Research Methodology: The study employed a quantitative approach using a structured questionnaire to collect data from 123 customers of OPPO Bangladesh Ltd. Data analysis was conducted using SPSS (version 25), applying reliability tests (Cronbach‘s Alpha), descriptive statistics, and regression analysis to test the hypotheses. Results: The analysis revealed that after-sales service had the most significant positive impact on customer satisfaction (β = 0.624, t = 7.292, p < 0.001), followed by product quality (β = 0.187, t = 2.516, p < 0.05). However, service quality did not show a statistically significant impact on customer satisfaction (β = 0.080, t = 0.974, p > 0.05). These findings highlight the importance of robust after-sales service and high product quality in achieving customer satisfaction. Conclusion: The study concludes that after-sales service and product quality play pivotal roles in driving customer satisfaction at OPPO Bangladesh Ltd. Recommendations include strengthening after-sales services and maintaining product quality to sustain customer satisfaction. The study also provides valuable insights for future research on customer satisfaction in the smartphone sector.