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

Yıl 2023, Cilt: 19 Sayı: 4, 883 - 909, 29.12.2023

Mustafa Şehirli

https://doi.org/10.17130/ijmeb.1292817

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

Kaynakça

  • Akgün, V.Ö. (2020). Nitel araştırmalarda veri toplama yöntemleri. In M. Zerenler (ed.), Pazarlamanın nitel çağı (pp.73-103). İstanbul: Çizgi Kitabevi.
  • An Introduction to the TOWS matrix: Putting SWOT into action. (2022, 20 Kasım). Professional Acaleedemy. https://www.professionalacademy.com/blogs/an-introduction-to-the-tows-matrixputting-swot-into-action/#
  • Baltacı, A. (2018). Nitel araştırmalarda örnekleme yöntemleri ve örnek hacmisorunsalı üzerine kavramsal bir inceleme. BEÜ SBE Derg.,7(1), 231-274.
  • Berger, C. (1993). Kano’s methods for understanding customer-defined quality. Center for Quality Management Journal, 2(4), 3-36.
  • Bitner, M.J. (1990) Evaluating services encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54, 69-82.
  • Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal Of Marketing Research, 2(3), 244-249.
  • Celep, E. (2002). Kişiselleştirme. In M. Zerenler (Edt), pazarlamanın nitel çağı (p.217-230). İstanbul: Çizgi Kitabevi.
  • Charmaz, K. (2011). Grounded theory methods in social justice research. The Sage Handbook Of Qualitative Research, 4, 359-380.
  • Chen, M.F. & Wang, L. H. (2009). The moderating role of switching barriers on customer loyalty in the life insurance industry. The Service Industries Journal, 29(8), 1105-1123.
  • Chen, Y. H., Chou, Y. L., Tsai, C. L. & Chang, H. C. (2018). Evaluating car centre service quality with modified kano model based on the first-time buyer’s age. Cogent Business & Management, 5(1), 1441593.
  • Cronin, J. J. & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal Of Marketing, 56(3), 55–68.
  • Cronin, J. J., Brady K. M. & Hult G. T. M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
  • Doherty,S. & Nelson, R. (2020). Using projective techniques to tap into consumer’s feelings, perceptions and attitudes. Getting an honest opinion. International Journal of Consumer Studies. 34(2010), 400-404.
  • Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. Journal of Marketing, 56, 6-21.
  • Hallencreutz, J. & Parmler,J. (2019). Important drivers for customer satisfaction – from product focus to image and service quality. Total Quality Management & Business Excellence, DOI: 10.1080/14783363.2019.1594756
  • Kano, N., Seraku, N., Takahashi, F. & Tsuji, S. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society For Quality Control. 39-48. Karakullukçu, B. (2020). Nitel araştırmalarda içerik analizi ve pazarlama örnekleri. In M. Zerenler (ed.), Pazarlamanın nitel çağı (pp.137-156). İstanbul: Çizgi Kitabevi.
  • Kristensen, K. & Eskildsen, J. (2014). Is the nps a trustworthy performance measure?. The TQM Journal, 26(2), 202-214.
  • Madzík, P. (2018). Increasing accuracy of the kano model – a case study. Total Quality Management & Business Excellence, 29(3-4), 387–409.
  • Matzler, K. & Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating kano’s model of customer satisfaction. Into Quality Function Deployment. Technovation, 18(1), 25–38.
  • Miles, M. B. & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. New York: Sage.
  • Naumann, E. (1995). Customer satisfaction measurement and management: Using the voice of the customer. Thomson Executive Press.
  • Neuman, L. W. (2014). Social research methods: Qualitative and quantitative approaches (Seventh Ed.). Essex: Pearson Education Limited.
  • Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44
  • Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40
  • Pouliot, F. (1993). Theoretical issues of Kano’s methods. Center for quality Management Journal, 2(4), 28-36. Reichheld, F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54.
  • Rubin, A. & Babbie, E. R. (2016). Empowerment series: Research methods for social work. Boston: Cengage Learning.
  • Rust, R. T. & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215.10.1016/0022-4359(93)90003-2
  • Shahin, A. (2004). Integration of fmea and the kano model: An exploratory examination. International
  • Journal of Quality & Reliability Management, 21(7), 731 –746.
  • Shahin, A., Pourhamidi, M., Antony, J. & Park, S. H. (2013). Typology of kano models: A critical review of literature and proposition of a revised model. International Journal of Quality & Reliability Management. 30(3):341-358.
  • Shokouhyar, S., Shokoohyar, S. & Safari, S. (2020). Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services, 56, 102-139.
  • Tan, K. C. & Shen, X. X. (2000). Integrating kano’s model in the planning matrix of quality function deployment. Total Quality Management, 11(8), 1141–1151.
  • Tashakkori, A. & Teddlie, C. (2010). Sage handbook of mixed methods in Social & Behavioral research (2nd Ed.). Thousand Oaks, CA: Sage.
  • Tsai, M. T., Tsai, C. L. & Chang, H. C. (2010). The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality, 38(6), 729-740.
  • Ummi, N., Wahyuni, N. & Apriadi, I. (2021). Analysis of service quality on customer satisfaction through importance performance analysis and kano model. Journal Industrial Servicess, 6(2), 174-183.
  • Wang, T. & Ji, P. (2010). Understanding customer needs through quantitative analysis of kano’s model. International Journal of Quality & Reliability Management, 27(2), 173-184.
  • Yıldırım, A. & Şimşek, H. (2013). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin.
  • Yılmaz, E. (2021). Ürün geliştirme süreçlerinde kano modeli sınıflandırma yöntemleri seçimi. Finans Ekonomi ve Sosyal Araştırmalar Dergisi. 5. 842-859.

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

Yıl 2023, Cilt: 19 Sayı: 4, 883 - 909, 29.12.2023

Mustafa Şehirli

https://doi.org/10.17130/ijmeb.1292817

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

  • Akgün, V.Ö. (2020). Nitel araştırmalarda veri toplama yöntemleri. In M. Zerenler (ed.), Pazarlamanın nitel çağı (pp.73-103). İstanbul: Çizgi Kitabevi.
  • An Introduction to the TOWS matrix: Putting SWOT into action. (2022, 20 Kasım). Professional Acaleedemy. https://www.professionalacademy.com/blogs/an-introduction-to-the-tows-matrixputting-swot-into-action/#
  • Baltacı, A. (2018). Nitel araştırmalarda örnekleme yöntemleri ve örnek hacmisorunsalı üzerine kavramsal bir inceleme. BEÜ SBE Derg.,7(1), 231-274.
  • Berger, C. (1993). Kano’s methods for understanding customer-defined quality. Center for Quality Management Journal, 2(4), 3-36.
  • Bitner, M.J. (1990) Evaluating services encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54, 69-82.
  • Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal Of Marketing Research, 2(3), 244-249.
  • Celep, E. (2002). Kişiselleştirme. In M. Zerenler (Edt), pazarlamanın nitel çağı (p.217-230). İstanbul: Çizgi Kitabevi.
  • Charmaz, K. (2011). Grounded theory methods in social justice research. The Sage Handbook Of Qualitative Research, 4, 359-380.
  • Chen, M.F. & Wang, L. H. (2009). The moderating role of switching barriers on customer loyalty in the life insurance industry. The Service Industries Journal, 29(8), 1105-1123.
  • Chen, Y. H., Chou, Y. L., Tsai, C. L. & Chang, H. C. (2018). Evaluating car centre service quality with modified kano model based on the first-time buyer’s age. Cogent Business & Management, 5(1), 1441593.
  • Cronin, J. J. & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal Of Marketing, 56(3), 55–68.
  • Cronin, J. J., Brady K. M. & Hult G. T. M. (2000). Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
  • Doherty,S. & Nelson, R. (2020). Using projective techniques to tap into consumer’s feelings, perceptions and attitudes. Getting an honest opinion. International Journal of Consumer Studies. 34(2010), 400-404.
  • Fornell, C. (1992). A national customer satisfaction barometer: The swedish experience. Journal of Marketing, 56, 6-21.
  • Hallencreutz, J. & Parmler,J. (2019). Important drivers for customer satisfaction – from product focus to image and service quality. Total Quality Management & Business Excellence, DOI: 10.1080/14783363.2019.1594756
  • Kano, N., Seraku, N., Takahashi, F. & Tsuji, S. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society For Quality Control. 39-48. Karakullukçu, B. (2020). Nitel araştırmalarda içerik analizi ve pazarlama örnekleri. In M. Zerenler (ed.), Pazarlamanın nitel çağı (pp.137-156). İstanbul: Çizgi Kitabevi.
  • Kristensen, K. & Eskildsen, J. (2014). Is the nps a trustworthy performance measure?. The TQM Journal, 26(2), 202-214.
  • Madzík, P. (2018). Increasing accuracy of the kano model – a case study. Total Quality Management & Business Excellence, 29(3-4), 387–409.
  • Matzler, K. & Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating kano’s model of customer satisfaction. Into Quality Function Deployment. Technovation, 18(1), 25–38.
  • Miles, M. B. & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. New York: Sage.
  • Naumann, E. (1995). Customer satisfaction measurement and management: Using the voice of the customer. Thomson Executive Press.
  • Neuman, L. W. (2014). Social research methods: Qualitative and quantitative approaches (Seventh Ed.). Essex: Pearson Education Limited.
  • Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44
  • Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40
  • Pouliot, F. (1993). Theoretical issues of Kano’s methods. Center for quality Management Journal, 2(4), 28-36. Reichheld, F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54.
  • Rubin, A. & Babbie, E. R. (2016). Empowerment series: Research methods for social work. Boston: Cengage Learning.
  • Rust, R. T. & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215.10.1016/0022-4359(93)90003-2
  • Shahin, A. (2004). Integration of fmea and the kano model: An exploratory examination. International
  • Journal of Quality & Reliability Management, 21(7), 731 –746.
  • Shahin, A., Pourhamidi, M., Antony, J. & Park, S. H. (2013). Typology of kano models: A critical review of literature and proposition of a revised model. International Journal of Quality & Reliability Management. 30(3):341-358.
  • Shokouhyar, S., Shokoohyar, S. & Safari, S. (2020). Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services, 56, 102-139.
  • Tan, K. C. & Shen, X. X. (2000). Integrating kano’s model in the planning matrix of quality function deployment. Total Quality Management, 11(8), 1141–1151.
  • Tashakkori, A. & Teddlie, C. (2010). Sage handbook of mixed methods in Social & Behavioral research (2nd Ed.). Thousand Oaks, CA: Sage.
  • Tsai, M. T., Tsai, C. L. & Chang, H. C. (2010). The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality, 38(6), 729-740.
  • Ummi, N., Wahyuni, N. & Apriadi, I. (2021). Analysis of service quality on customer satisfaction through importance performance analysis and kano model. Journal Industrial Servicess, 6(2), 174-183.
  • Wang, T. & Ji, P. (2010). Understanding customer needs through quantitative analysis of kano’s model. International Journal of Quality & Reliability Management, 27(2), 173-184.
  • Yıldırım, A. & Şimşek, H. (2013). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin.
  • Yılmaz, E. (2021). Ürün geliştirme süreçlerinde kano modeli sınıflandırma yöntemleri seçimi. Finans Ekonomi ve Sosyal Araştırmalar Dergisi. 5. 842-859.
Toplam 38 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Mustafa Şehirli 0000-0002-4800-0283

Erken Görünüm Tarihi 28 Aralık 2023
Yayımlanma Tarihi 29 Aralık 2023
Gönderilme Tarihi 5 Mayıs 2023
Kabul Tarihi 8 Eylül 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 19 Sayı: 4

Kaynak Göster

APA Şehirli, M. (2023). A NEW QUALITATIVE MEASUREMENT OF CUSTOMER EXPECTATIONS/SATISFACTION AND CROSS-BRAND COMPARISON IN THE AUTOMOTIVE AFTER SALES SERVICES INDUSTRY. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 19(4), 883-909. https://doi.org/10.17130/ijmeb.1292817
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