Designing An After-Sales Service Curriculum Model For The Automotive Industry In Iran

Purpose: After sales service includes a wide range of services and provides the basis for long and easy use of the product. The present study was conducted with the aim of designing after sales service curriculum pattern of automobile industry in Iran. Methodology: This was a mixed exploratory study (qualitative and quantitative). The research population in both qualitative and quantitative part were the agents and deputies of after sales service of automobile industry and training managers and technical experts of automobile industry, which according to the principle of theoretical saturation number of 18 people of them were selected as a sample with using the snowball sampling method. The research tools were demographic information form and semi-structured interview with experts, which the data from its implementation were analyzed in the qualitative part with open, axial and selective coding method in MAXQDA-10 software and in the quantitative part with exploratory factor analysis method in Smart PLS-3 software. Findings: The findings showed that the after sales service curriculum pattern of automobile industry in Iran had 61 indicators in 6 categories of efficient and effective management, skilled and trained human resources, use of new technologies, training development, evaluation and satisfying the customer. Other findings showed that the after sales service curriculum pattern of automobile industry in Iran had 57 items (removed 4 items due to factor load of lower than 0.40) in 6 factors of efficient and effective management, skilled and trained human resources, use of new technologies, training development, evaluation and satisfying the customer. The validity of the factors based on the factor loading was higher than 0.60, the convergent validity was higher than 0.50, and the average variance extracted was higher than 0.70, and the reliability with Cronbach's alpha method was higher than 0.80. In addition, the 6-factor pattern of the after sales service curriculum of automobile industry in Iran had a good fit and the effect of mentioned on all 6 factors had a direct and significant (P<0.05). Conclusion: Managers and planners of the automobile industry and its after sales services in Iran can use from 6 categories of efficient and effective management, skilled and trained human resources, use of new technologies, training development, evaluation and satisfying the customer to improve the after sales service curriculum of automobile industry.