Abstract:

The aim of this paper is to identify the role of after-sales service in shaping the strategic corporate image. In the context of increasing competition and rapid technological change, customer experience in the post-transaction phase is becoming a strategic rather than purely operational element.

The study integrates the resource-based view, customer experience, and service recovery theory. A qualitative case study was conducted in a company operating in the consumer electronics sector.

The findings indicate that after-sales service acts as a mediator between operational processes and strategic outcomes, influencing customer satisfaction, loyalty, and corporate image.

The paper contributes by identifying mechanisms that link after-sales service with strategic image formation and provides managerial implications for integrating post-transaction processes into strategic management.