Effect of After-Sales Support Management on Customer Retention in Real Estate Firms
Abstract
This study examined the effect of after-sales support management on customer retention in real estate firms operating in Lagos Metropolis, Nigeria. The research specifically investigated how complaint handling, follow-up communication, and warranty/maintenance services influence clients' decisions to remain loyal to real estate companies. The study adopted a quantitative research design using a survey approach. Primary data were collected through structured questionnaires administered to 202 marketing professionals and customer relationship officers across 30 real estate firms in Lagos. The data were analyzed using descriptive statistics and simple linear regression analysis to test the hypothesized relationship. The results revealed a strong positive and statistically significant relationship between after-sales support management and customer retention (R = 0.738, R2 = 0.545, p < 0.001). The regression analysis showed that after-sales support management explained 54.5% of the variance in customer retention, with an unstandardized coefficient (B = 0.742) indicating that a one-unit improvement in after-sales support leads to a 0.742-unit increase in customer retention. The F-statistic (288.890, p < 0.001) confirmed the overall significance of the model. The findings underscore the strategic importance of after-sales services as a critical marketing tool rather than a mere operational function. Real estate firms that invest in responsive complaint resolution, consistent follow-up communication, and reliable maintenance services are significantly more likely to retain customers and secure repeat business.
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