The Impact of After- Sales Services Quality on Behavioral Intentions of Buyers of Industrial Products

The purpose of this research was to assess the impact of after sales servicesquality-by hierarchical service quality model (HSQM) proposed by Brady & Cronin, 2001-on behavioral intentions of buyers of industrial products. The HSQM views service quality as a three-tiered concept which is composed of 3 primary dimensions such as "interaction quality ","physical environment quality" and "outcome quality" and several sub-dimensions for each primary dimension.The data for testing the proposed hypothesis were collected from 164customers of laboratory equipment at universities, pharmaceutical companies and research centers for a period of two years. The measurement of HSQM primary and sub-dimensions were assessed using “Structural Equation Modeling” and the hypotheses were tested by t-student statistic. The results confirmed HSQM as a predictor of satisfaction and customerbehavioral intentions.Limitations:The most important limitations of this research were related to sample size and Characteristics of respondents that they did not have enough time to answer tothe questionnaires.Managerial implications:From a managerial perspective, the HSQM is useful for assessing service quality at various levels. It allows them to recognize which dimension has the most effect on customer satisfaction and behavioral intentions and also to recognize problems in their interaction quality with customers, in service outcome quality and physical service environment.Originality:This is the first research have used HSQM for measurement satisfaction andbehavioral intentions for buyers of industrial products in Iran.