Impact of Communication, After-Sales Service and Technology Support on Customer Loyalty: Evidence from Bangalore Retail

Reference ID MNT-2026-0001

Authors Dr K R Kumar, D Prabavathi, Dr P K Anjani, Dr B N Sivakumar

Published September 28, 2026

Volume/Issue Volume 1 / Issue 1

Abstract

: This study examines the influence of communication, after-sales service, and technological support on customer loyalty in a digitally oriented consumer landscape. The research focuses on Gen Z respondents, using a structured questionnaire and analyzing data with PLS-SEM to investigate both direct and mediated links. The results show that communication and after-sales service have a significant effect on customer loyalty, both directly and indirectly, via technological support. Support for technology is an important middleman that improves digital interactions and the overall consumer experience. The measurement and structural models have good reliability, validity, and predictive capacity. The findings show that using good communication, good after-sales support, and strong technology systems together is becoming increasingly important for retaining customers. This study adds to the body of research by providing real-world evidence of how service quality and digital assistance work together to change people ’s behaviour, especially among those who use technology extensively.

Keywords

Gen Z Customer loyalty Communication After-sales service Tech support

Co-Authors

D Prabavathi Research Scholar, Sona School of Business & Management, Sona College of Technology, Salem
Dr P K Anjani Professor, Sona School of Business & Management, Sona College of Technology, Salem, India
Dr B N Sivakumar Professor, NSB Academy Bangalore, India

Download Full Paper