The effect of after sales services to brand preference: A practice in the computer sector

This research was conducted in order to determine if there is any effect of the after-sales service on the preference of trade marks in the computer sector. The research area has chosen of 401 student who study at Abant Izzet Baysal University's. The research is limited with the resources found in result of literature scanning as well as data obtained through surveys. The data obtained from this research was transferred to electronic envi-ronment over the packaged software SPSS (21.0) in order to perform the statistical analysis. The relation of the answers received was evaluated with frequency analysis, factor analysis reliability analysis, corelation analysis and regression analysis. In con-sequence of the research, the first three marks of computer imprinted that consumer's brand choose: Lenovo, HP and Asus. As result of the analysis performed, "The after-sales service" is the second most important criteria which affects the trade mark prefe-rence. The most important points considering important by the consumers relating to aftersales service are "trust to authorized service", "maintenance" and "the delivery of the product at the end of the time indicated by the service". After regression analysis it was shown that the "After sales services" is meaningful effective on "Suggestion of a brand" and "Re-preference of a brand". Key Words: After-Sales Services, Brand Preference, Computer Sector.