| Summary: | The growth of Indonesian motorcycle industry continues to increase
simultaneously in line with the need of cheap, reliable, and economical vehicles in
Indonesia. Competition among manufacturers is very stiff and employs a lot of
marketing strategies to defend market share. Customer satisfaction may be achieved
through services given at pre-sales and after sales stages. Currently the producers and
retailers concentrate to compete on pre-sales stage regardless of the after sales
service. This research examines the influence of after-sales factors such as delivery,
warranty, and dealer distribution to the customer satisfaction.
This research employs quantitative methods and use questionnaire directly
distributed to the respondents as a source of primary data. The research method is
multiple linear regressions done by SPSS software version 16, aimed to determine the
effect of after-sales factors in shipping, warranty, and dealer distribution. The author
conducted research in Yogyakarta Special Province�s motorcycle industry. The
motorcycles brands involved are Yamaha, Honda and Suzuki. Those brands were
chosen as the consideration of a similar distribution of dealers that eliminate bias by
the respondents.
Results obtained from this research prove that the after-sales services are
having significant positive effect on customer satisfaction. The greatest influence
comes from the service warranty. The second largest is the dealer�s distribution
services, while the last is the service delivery. For motorcycle manufacturers, it is
imperative to be aware of after sales service because of its highly influence to the
customers. The motorcycle manufacturers should begin to give priority on after sales
service to satisfy the customer. They should focus more on providing excellent
services through dealers because dealers are the one who distribute after-sales
services to the end customer.
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