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AVRUPA MÜŞTERİ MEMNUNİYETİ ENDEKSİ MODELİ: MARMARA BÖLGESİ'NDE BİR LÜKS OTOMOBİL MARKASININ SATIŞ SONRASI HİZMETLERİNİN BULGULARI

EUROPEAN CUSTOMER SATISFACTION INDEX MODEL: FINDINGS OF THE AFTER SALE SERVICES OF A LUXURY CAR BRANDS' IN MARMARA REGION

Journal Name:

  • Uluslararası Hakemli Akademik Sosyal Bilimler Dergisi

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The aim of this study is to state how the European Customer Satisfaction Index Model works at a luxury car brands' after sale services in Marmara Region and also is to examine the validity of the structures by identifying existence of the structure that is different from the original model in the context of the present sample. For this purpose, data was gathered via questionnaire from the customers of the luxury car brand's care service that operates at Bursa province of Marmara Region. Then the European Customer Satisfaction Index Model was estimated by using Structural Equation Modeling methodology with the gathered data. Estimation results show that (i) image has effect on customer expectations, perceived quality and customer satisfaction, (ii) customer expectations have effect on perceived quality, (iii) perceived quality has effect on perceived value and customer satisfaction, (iv) perceived value has effect on customer satisfaction and loyalty (This output of the research is original with regard to the European Customer Satisfaction Index Model. Hence there exist no direct relation between perceived value and customer loyalty in the original model.), and (v) customer satisfaction has effect on customer loyalty. Moreover, perceived quality and image were determined to be the most important latent variables with regard to loyalty in the context of the present sample.
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Abstract (Original Language): 
Bu çalışmanın amacı Marmara Bölgesi'nde bir lüks otomobil markasının satış sonrası hizmetlerinde Avrupa Müşteri Memnuniyeti Endeksi Modelinin çalışma şeklinin ortaya konulması ve aynı zamanda mevcut örneklem çerçevesinde varsa orijinal modelden farklı yapıların varlığını bularak bu yapıların geçerliliğinin incelenmesidir. Bu amaçla, Marmara Bölgesi'nde Bursa ilinde faaliyet gösteren bir lüks otomobil markasının bakım servisinin müşterilerinden anket yolu ile veri toplanmıştır. Daha sonra elde edilen veriler ile Avrupa Müşteri Memnuniyeti Endeksi Modeli Yapısal Eşitlik Modellemesi metodolojisi kullanılarak tahmin edilmiştir. Tahmin sonuçları (i) imajın müşteri beklentileri, algılanan kalite ve müşteri memnuniyeti üzerinde etkisi olduğunu, (ii) müşteri beklentilerinin algılanan kalite üzerinde etkisinin olduğunu, (iii) algılanan kalitenin algılanan değer ve müşteri memnuniyeti üzerinde etkisi olduğunu, (iv) algılanan değerin müşteri memnuniyeti ve müşteri sadakati üzerinde etkisi olduğunu (Araştırmanın bu çıktısı Avrupa Müşteri Memnuniyeti Endeksi Modeli açısından orijinaldir. Çünkü orijinal modelde algılanan değer ve müşteri sadakati arasında doğrudan ilişki bulunmamaktadır.) ve (v) müşteri memnuniyetinin müşteri sadakati üzerinde etkisi olduğunu göstermektedir. Ayrıca, mevcut örneklem çerçevesinde algılanan kalitenin ve imajın sadakat açısından en önemli gizil değişkenler olduğu tespit edilmiştir.
FULL TEXT (PDF): 
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Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN
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ISSN:1694-528X İktisat ve Girişimcilik Üniversitesi, Türk Dünyası
Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN
http://www.akademikbakis.org
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