OTOMOTİV SATIŞ SONRASI HİZMETLER SEKTÖRÜNDE NİTEL YÖNTEMLE YAPILAN BİR MÜŞTERİ BEKLENTİ/MEMNUNİYET ÖLÇÜMÜ VE MARKALARARASI KARŞILAŞTIRMA

Öz

Bu araştırmanın amacı müşterilerin beklenti ve memnuniyetlerini belirleyerek sadakatlerini kazanma amacıyla geliştirilen modellerden birisi olan Kano Modelini nitel bir yöntemle ortaya koymak, gerçek deneyimlerle sınamak ve diğer ölçüm yöntemler ile karşılaştırmaktır. Araştırma otomotiv satış sonrası hizmetler sektöründe altı farklı marka ve 12 müşteri üzerinde nitel ve nicel, 21 müşteri üzerinde ise nicel olarak yürütülmüştür. Sonuçlar hem aynı müşterilerin hem de farklı müşterilerin nicel bulguları ve literatürdeki diğer sonuçlarla karşılaştırılmıştır. Ayrıca elde edilen müşteri beklenti tablosu gerçek ve sıra dışı deneyimlerle değerlendirilerek sektörün durumu ortaya konulmuştur. Sonuçlara göre, beklenildiği üzere “must be” hizmet beklentileri en yüksek düzeyde tatmin edilen beklentilerdir. Attaractive hizmet beklentileri ise daha az sayıda olmalarına rağmen daha düşük düzeyde karşılanmaktadırlar. Sektörde diğerlerinden olumlu yönde ayrışan iki markanın özellikle attractive hizmetler konusunda daha iyi performans sergiledikleri belirlenmiştir. Araştırma sonunda nitel olarak yapılan belirleme nicel yolla yapılan belirlemelerden daha farklı sonuçlar ortaya koymuştur. Müşteriler nitel yolla yapılan ölçümlerde daha yüksek beklentiler dile getirmişlerdir. Araştırma sonunda yöneticiler için bazı pratik öneriler ifade edilmiştir.

Anahtar Kelimeler

• Müşteri Beklentisi
• Memnuniyet
• Kano Modeli
• Sadakat
• Nitel Araştırma

A NEW QUALITATIVE MEASUREMENT OF CUSTOMER EXPECTATIONS/SATISFACTION AND CROSS-BRAND COMPARISON IN THE AUTOMOTIVE AFTER SALES SERVICES INDUSTRY

Öz

This research aims to reveal the Kano model, one of the models developed to gain loyalty by determining customer expectations and satisfaction, using a qualitative method, testing it with real experiences, and comparing it with other measurement methods. The research was conducted qualitatively and quantitatively on six different brands and 12 customers in the field of automotive after sales services and quantitatively on 21 customers. The results were compared with the quantitative results of the same customers and other customers and with other results in the literature. In addition, the sector’s situation was revealed by evaluating the table of customer expectations based on real and exceptional experiences. According to the results, the “must-be” service expectations are the expectations that are met the most. On the other hand, attractive service expectations are met at a lower level, even though their number is lower. Customers expressed higher expectations in the qualitative measurements. At the end of the research, some practical suggestions were expressed.

Anahtar Kelimeler

• Customer Expectation
• Satisfaction
• Kano Model
• Loyalty
• Qualitative Research

Kaynakça

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