To establish if after-sales support is a determining factor in the purchase of fitness equipment, and examine, review, and provide recommendations on how Cybex Inc.���¢��������s approach to worldwide after-sales should be re-engineered to meet the ever increasing expectations of new and existing customers.

Abstract

Cybex Inc. is a worldwide supplier of commercial fitness equipment, operating in a highly competitive market, where the products supplied by the 5 main producers worldwide (including Cybex Inc.) are homogenous offering limited points of differentiation to the end consumer. The competition operate large scale facilities, leveraging economies of scale to drive prices down. Cybex Inc. are unable to compete on price and require an alternative strategy to add value to the customer experience and provide a point of differentiation against the competition. This report investigates the merits of developing after-sales as a point of differentiation, focusing on the specific expectations of customers, and what changes are required within the organisation in order to meet and exceed these expectations. Finally the report provides a series of recommendations required in order for Cybex Inc. to leverage after-sales as a point of differentiatio