Developing a benchmarking approach to evaluate the state of warranty in automakers: A case study of two biggest automakers in Middle East

Warranty is recognized as an important component of product marketing and it can increase customersʹ confidence. All services during warranty are considered as an additional cost for producers where these expenses are associated with product reliability and warranty components. Product reliability is also influenced by decisions taken in the field of product design and process and arrangement in this period. Product reliability also plays an important role in new products for production planning. As competition increases all around the world, there is an increasing interest in providing suitable substrates for the acceleration of economic growth and development and production. Warranty is one of the basic infrastructures and behaviors in todayʹs competitive world, which is boosting sales and typically profits and customerʹs satisfaction and confidence play important roles in achieving this goal. In this study, we first evaluate warranty policies and strategies and then we consider after selling services taken in a case study. Finally, some strategies are introduced to improve the current situation and to achieve suitable model for ideal situation.