Authors: Bavandlaplly Kalyan, Associate Professor Dr. Vellala Subrahmanya Ramamurty
Abstract: The study had examined sales and service in a dealership environment with particular emphasis on customer perception and customer intention. It had been undertaken in recognition of the fact that modern customers had evaluated organisations not solely through product quality, but through the combined influence of sales communication, service responsiveness, and postpurchase support. The research had adopted a quantitative design and had collected primary data from 100 customers through a structured questionnaire. Secondary information had been drawn from journals, books, internet sources, and organisational material in order to support the conceptual framework and contextual interpretation of the findings. The analysis had shown that customers had generally perceived the sales process favourably, especially in relation to the clarity of explanation, prompt response, and professionalism of the showroom environment. After-sales service had also been viewed positively in terms of timeliness, complaint handling, and transparency. The results had further demonstrated that customer perception had maintained a significant positive relationship with customer intention, indicating that favourable experiences had tended to encourage repeat purchase intention and recommendation behaviour. The statistical analysis had therefore supported the contention that customer-facing practices had shaped behavioural outcomes in meaningful ways.
