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Abstract

In the current literature, it is generally assumed that there is a symmetric relationship between product attributes’ performance and customer satisfaction. However, many of the recent studies indicate that this relationship might be asymmetric. The current study aims at identifying the product attributes and comparing them based on two assumptions which posit either a symmetric or an asymmetric relationship between product attributes’ performance and customer satisfaction. Besides, techniques which classify the product attributes according to asymmetric relationship assumption were explained. With this purpose, data from a tour operator’s service quality measurement were used. “Facilities for the children” and “Wellness and SPA Services” which were identified as the least important attributes that have influence on customer satisfaction by regression analysis, accordingly symmetric relationship assumption; were classified as the “excitement factors” by Penalty-Reward-Contrast Analysis, relying on asymmetric assumption. Therefore, business managers are advised to consider the analyses results which are performed by alternative assumptions

Keywords

• Kano technique, Penalty-reward contrast analysis, Customer satisfaction, Product attributes

Ürün Özelliklerinin Performansı ile Müşteri Memnuniyeti Arasındaki Doğrusal ve Doğrusal Olmayan İlişkinin Karşılaştırılması

Öz

Mevcut alanyazında genellikle ürün özelliklerinin performansı ile müşteri memnuniyeti arasında doğrusal bir ilişki bulunduğu varsayımı benimsenmiştir. Ancak son yıllarda gerçekleştirilen birçok araştırma, bu ilişkinin doğrusal yönlü olmadığını ortaya koymaktadır. Bu çalışmada ürün özelliklerinin performansı ile müşteri memnuniyeti arasında doğrusal ve doğrusal olmayan ilişki bulunduğu şeklindeki iki varsayıma göre performansı arttırılacak ürün özelliklerinin tespit edilmesi ve kıyaslanması amaçlanmıştır. Ayrıca doğrusal olmayan ilişkiyi temel alarak ürün özelliklerini sınıflayan teknikler açıklanmıştır. Bu maksatla bir tur operatörünün hizmet kalitesi ölçümüne ait veriler kullanılmıştır. Doğrusal ilişki varsayımı ile yapılan regresyon analizinde genel müşteri memnuniyetine en düşük seviyede etki yapan özellikler olarak tespit edilen “Çocuklara yönelik hizmetler” ile “Wellness ve SPA hizmetleri” doğrusal olmayan ilişkiyi temel alan Ceza-Ödül Karşıtlığı Analizi ile “heyecan faktörleri” olarak sınıflandırılmıştır. Bu sebeple, işletme yöneticilerinin kararlarında farklı varsayımlarla gerçekleştirilen analiz sonuçlarını dikkate almaları uygun olacaktır.

 

ABSTRACT
In the current literature, it is generally assumed that there is a symmetric relationship between product attributes’ performance and customer satisfaction. However, many of the recent studies indicate that this relationship might be asymmetric. The current study aims at identifying the product attributes and comparing them based on two assumptions which posit either a symmetric or an asymmetric relationship between product attributes’ performance and customer satisfaction. Besides, techniques which classify the product attributes according to asymmetric relationship assumption were explained. With this purpose, data from a tour operator’s service quality measurement were used. “Facilities for the children” and “Wellness and SPA Services” which were identified as the least important attributes that have influence on customer satisfaction by regression analysis, accordingly symmetric relationship assumption; were classified as the “excitement factors” by Penalty-Reward-Contrast Analysis, relying on asymmetric assumption. Therefore, business managers are advised to consider the analyses results which are performed by alternative assumptions.

Anahtar Kelimeler

• Kano tekniği, Ceza-ödül karşıtlığı analizi, Müşteri memnuniyeti, Ürün özellikleri

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