Post-sale support strategies and organizational performance Of licensed motor vehicle assemblers in Kenya

Abstract

This study investigates the relationship between post-sale support strategies and organizational performance among licensed motor vehicle assemblers in Kenya. In the increasingly competitive and customer-driven automotive sector, post-sale support has become a critical factor influencing business sustainability. The research examines four key strategies: spare parts availability, warranty management, customer service responsiveness, and servicing practices. The overall objective was to assess the effect of these strategies on organizational performance, with specific indicators including customer satisfaction, market share, profitability, and operational efficiency. The study was anchored on Competitive Advantage Theory, Upper Echelons Theory (UET), Systems Theory, the Resource-Based View (RBV), and Dynamic Capabilities Theory (DCT). A descriptive research design was employed, utilizing structured questionnaires to collect quantitative data from all 110 licensed assemblers, of which 97 responses were obtained. Data were coded and analyzed using SPSS, with multiple regression employed to test the relationships between variables. Diagnostic tests, including normality, homoscedasticity, multicollinearity, and linearity, were conducted to ensure the validity and robustness of the results. The findings revealed that spare parts availability, warranty practices, customer service, and servicing strategies each have a significant positive influence on organizational performance. Firms that invested in effective spare parts distribution, efficient warranty systems, responsive customer service, and accessible service networks achieved higher levels of profitability, operational efficiency, and customer retention. The study concludes that post-sale support should be considered a strategic asset rather than an operational expense. It recommends strengthening service networks, leveraging digital technologies, and aligning post-sale strategies with long-term organizational growth.