Kişileştirme Yöntemiyle Müşteri Memnuniyeti Ölçümü Üzerine Bir Deneme ve Nicel Yöntem Sonuçlarıyla Karşılaştırma

Yıl 2023, Cilt: 12 Sayı: 1, 22 - 42, 31.03.2023

Mustafa Şehirli

https://doi.org/10.15869/itobiad.1184336

Öz

Bu araştırmanın amacı pazarlamanın en önemli meselelerinden birisi olan müşteri memnuniyetini kapsamlı, betimleyici, doğru ve kolay şekilde ortaya koyacak bir nitel araştırma yöntemi geliştirmektir. Son yıllarda pazarlama alanında nitel araştırmaların önemi giderek artmaktadır. Araştırmanın amacı doğrultusunda örnek olarak bir üniversitenin farklı sınıflarında okuyan öğrencilerinin üniversiteden memnuniyetleri ve üniversiteye dair görüşleri araştırılmıştır. 115 öğrenciden betimleyici fenomenoloji deseni altında kişiselleştirme tekniğiyle elde edilen görüşler sınanmış ve ulaşılan bulgular aynı öğrencilerden nicel yolla elde edilen sonuçlarla karşılaştırılmıştır. Nicel araştırmada kullanılan yöntem iki soruluk bir ölçektir. Araştırma sonucunda 17 adet açık uçlu soruyla elde edilen genel memnuniyet ortalama puanının, nicel araştırmayla elde sonuçtan sadece %3’lük bir farka sahip olduğu ortaya konulmuştur. Diğer yandan öğrencilerin görüşleri 4 kategoriye ayrılmış temalar altında konsolide edilmiştir. Ayrıca yöntemi kısaltmak ve kolaylaştırmak için sorular içinden seçilen iki sorunun sonuçları genel bulgularla karşılaştırılmıştır. Sonuç olarak müşterilere sorulacak “………. (araştırılan marka/kurum) bir hayvan olsa hangi hayvan olurdu? Neden?“ şeklindeki tek bir sorunun genel memnuniyet ölçümünde hem nicel hem de nitel araştırma sonuçlarını kapsayan sonuçlar ortaya koyduğu anlaşılmıştır. Bu sorunun özellikle müşterilerin bir markayla ilgili açık ya da gizli genel algılarını kolay bir şekilde ortaya koymada faydalı olması beklenmektedir.

Anahtar Kelimeler

Nitel Araştırma, Müşteri Memnuniyeti, Memnuniyet Ölçümü, Fenomenoloji Deseni, Kişileştirme

An Experiment On Customer Satisfaction Measurement Using Personification Method and a Comparison with the Results of an Quantitative Method

Öz

This research aims to develop a qualitative research method that can be used to determine customer satisfaction, one of the most important issues in marketing, in a comprehensive, descriptive, accurate, and simple way. In recent years, the importance of qualitative research in the field of marketing has been increasing. For example, in this direction, the satisfaction with the college and the opinions about the college of college students from different classes were studied. The opinions of 115 students, collected using the personalization technique within the descriptive phenomenological design, were tested, and the findings were compared with the results obtained from the same students by quantitative means. As a result of the research, it was found that the average value of general satisfaction, which was obtained by 17 open-ended questions, differed from the results of the quantitative research by only 3%. On the other hand, students' opinions were grouped under themes, which were divided into four categories. In order to shorten and simplify the method, the results of the two questions selected from the questions were compared with the general results. In this direction, it was found that the information provided by the open-ended question "If it was an animal, which animal would it be? And why?" asked to the participants was sufficient to reveal the general satisfaction and attitude themes. It was understood that this question revealed results covering both quantitative and qualitative research results in the overall satisfaction measurement. This question is expected to be useful in easily revealing the obvious or implicit perceptions of customers about a brand

Anahtar Kelimeler

Qualitative Research, Customer Satisfaction, Satisfaction Measurement, Phenomenological Design, Personalization

Kaynakça

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