Araştırma Makalesi
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Determination of the factors affecting the car users’ satisfaction, The Case of Afyonkarahisar

Yıl 2020, Cilt: 9 Sayı: 5, 3410 - 3439, 29.12.2020
https://doi.org/10.15869/itobiad.774006

Öz

The automotive sector has an important place in our country as in the world, depending on the values it has created both domestic and foreign, for the country's economies. When the automotive sector is evaluated with its share in production and its economic contribution rate, it is seen that it is among the leading sectors in the manufacturing industry. The share of the sector in the total production of the manufacturing industry is above the sector average. The automotive industry is the main product buyer of basic industry branches such as iron and steel, light metals, petro-chemistry, rubber and plastics due to its structure. In addition, all kinds of motor vehicles required by the tourism, infrastructure and construction, transportation and agriculture sectors are provided with automotive industry products. This situation, which shows the sector's connection with other sectors, causes the automotive sector to have a great impact on the economy of the country where it is located.
The automotive industry has a deep impact on society and the environment and also there is an important competitive environment in the automotive industry as in many other sectors in today's global world. This competition among companies has become more important issue of customer satisfaction and loyalty. Determining what needs to be done to ensure customer satisfaction is a guide for companies and also an important part of customer-oriented. Therefore, the factors that ensure customer satisfaction in the automotive industry were determined and a study was carried out on these factors. The purpose of the article is to identify the factors that affect the satisfaction of car users and to determine how they can be developed. For this purpose, a survey was conducted on 412 car users. Correlation coefficients, t-tests and variance analysis methods were used in the analysis of the data collected through the survey. According to the results of the study, a significant and positive relationship was found between structural quality, durability, costs, driving quality, and comfort with satisfaction level.

Kaynakça

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Otomobil Kullanıcılarının Tatminin Etkileyen Faktörlerin Belirlenmesi, Afyonkarahisar Örneği

Yıl 2020, Cilt: 9 Sayı: 5, 3410 - 3439, 29.12.2020
https://doi.org/10.15869/itobiad.774006

Öz

Otomotiv sektörü, Dünya’da olduğu gibi ülkemizde de, gün geçtikçe gelişerek hem yurtiçi hem de yurtdışında yaratmış olduğu değerlere bağlı olarak ülke ekonomileri için önemli bir yere sahip olmaktadır. Otomotiv sektörünün üretim içindeki payı ve ekonomik katkı oranı değerlendirildiğinde, imalat sanayi içinde önde gelen sektörler arasında yer almaktadır. Sektörün imalat sanayi toplam üretimi içindeki payı sektör ortalamasının üstünde yer almaktadır. Otomotiv sanayi sahip olduğu yapı nedeni ile demir-çelik, hafif metaller, petro-kimya, lastik, plastik gibi temel sanayi dallarının başlıca ürün alıcısıdır. Ayrıca turizm, alt yapı ve inşaat ile ulaştırma ve tarım sektörlerinin gerek duyduğu her çeşit motorlu araçlar otomotiv sektörü ürünleri ile sağlanmaktadır. Sektörün diğer sektörlerle bağlantısını gösteren bu durum; otomotiv sektörünün, bulunmuş olduğu ülkenin ekonomisi üzerinde büyük bir etkiye sahip olmasına neden olmaktadır.
Otomotiv endüstrisi, toplum ve çevre üzerinde derin bir etkiye sahiptir ve günümüz küresel dünyasında birçok sektörde olduğu gibi otomotiv sektöründe de önemli bir rekabet ortamı bulunmaktadır. Firmalar arasında yaşanan bu rekabet müşteri tatmini ve sadakati konusunu daha önemli bir hale getirmiştir. Müşteri tatminini sağlamak için yapılması gerekenlerin belirlenmesi, firmalara yol gösterici olmakta, müşteri odaklılığın da önemli bir kısmını oluşturmaktadır. Bu nedenle çalışmada otomotiv sektörü özelinde müşteri tatminini sağlayan faktörler belirlenmiş ve bunlar üzerine bir çalışma gerçekleştirilmiştir. Makalenin amacı; otomobil kullanıcılarının tatmini etkileyen unsurların ortaya konularak bunları nasıl geliştirilebileceğini belirlemektir. Bu amaçla 412 otomobil kullanıcısı üzerine bir anket yapılmıştır. Anket çalışması ile toplanan verilerin analizinde korelasyon katsayıları, t-testleri ve varyans analiz yöntemleri kullanılmıştır. Çalışma sonucuna göre otomobil kullanıcılarının tatmin düzeylerini belirleyen unsurlar olan yapısal kalite, dayanıklılık, maliyetler, sürüş kalitesi ve konfor ile tatmin düzeyi arasında anlamlı ve pozitif yönlü bir ilişki bulunmuştur.

Kaynakça

  • https://www.haberler.com/afyonkarahisar-daki-arac-sayisi-temmuz-ayinda-227-13548456-haberi/#:~:text=T%C3%9C%C4%B0K%20verilerine%20g%C3%B6re%202020%20Temmuz,227%20bin%20447'ye%20ula%C5%9Ft%C4%B1.
  • https://acikders.ankara.edu.tr/pluginfile.php/2154/mod_resource/content/2/konu8a.pdf
  • Akay, A. (2003), “Otomobil Pazarında Tüketici Davranışları: Satın Alma Kararlarını Etkileyen Faktörlerin Tespitine Yönelik Ampirik Bir Çalışma”, (Yayınlanmış Yüksek Lisans Tezi). Ankara Üniversitesi Sosyal Bilimler Enstitüsü, Ankara.
  • Altejar, L. & Dizon, C. (2019). Study of the Effects of Customer Service Quality and Product Quality on Customer Satisfaction and Customer Loyalty. College of Business Administration-Major in Marketing Management. Access address: 10.6084/m9.figshare.10055225.v1.
  • Amineh, H. & Kosach, N. (2016). Assessment of consumers’ satisfaction with the automotive product quality. Internatıonal Journal of Envıronmental & Science Education, 11(16). 8726-8739.
  • Anderson, E.W., Fornell, C. & Lehmann, D.R. (1994). Customer satisfaction, market share, and profitability: findings from sweden. The Journal of Marketing. 58, 53-66.
  • Annamalah, S. & Ying, T. (2016). An analysis of customer satisfaction towards technical services in malaysian automotive ındustries. Social Science Research Network. 11(16): 88-97.
  • Arslan, K. (2003). Otomobil alımında tüketici davranışlarını etkileyen faktörler. İstanbul Ticaret Üniversitesi Dergisi. 2(3), 83-103.
  • Baloğlu, S. (2002). Dimensions of Customer Loyalty Separating Friends From Well Wishers. Cornell Hotel and Restaurant Administration Quarterly, 43(1), 47-59.
  • Bennett, R. & Rundle T. S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing. 18(7), 514 – 523.
  • Bowen, J. & Chen, S.L. (2001). The relationship between customer satisfaction and customer loyalty. International Journal of Contemporary Hospitality Management. 13. 213-217.
  • Brown, G.H. (1952). Brand Loyalty - Fact or Fiction? Advertising Age, 23, 53-55.
  • Buttle, F. & Groeger, L. (2015). Customer Lifetime Value. 1-4 10.1002/9781118785317.weom090070.
  • Buttle, F. & Maklan, S. (2015). Customer Relationship Management: Concepts and Technologies. 10.4324/9781351016551.
  • Cardozo, R. N. (1965). An experimental study of customer, effort, expectation and satisfaction. Journal of Marketing Research. 2, 244–249.
  • Chiu, S.-I., Cheng, C.-C., Yen, T.-M., & Hu, H.-Y. (2011). Preliminary research on customer satisfaction models in Taiwan: A case study from the automobile industry. Expert Systems with Applications. 38(8), 9780–9787.
  • Churchill, G. & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research. 19. 491-504.
  • Cohen, J. (1988). Statistical Power Analysis For The Behavioral Sciences. Second Edition. Lawrence Erlbaum Associates, NewYork: Hillsdale.
  • Czepiel, J. A. & Rosenberg, L. J. (1977). Consumer satisfaction: Concept and measurement. Journal of the Academy of Marketing Science, 5(4), 403–411.
  • Czepiel, J.A., & Gimore, R. (1987). Exploring the Concept of Loyalty in Services. In J.A. Czepiel, C.A. Congram & J. Shanahan, The Services Challenge: Integrating for Competitive Advantage (pp. 91-94). Chicago
  • Dawkins, P.M. and Reichheld, F.F. (1990). Customer retention as a competitive weapon. Directors & Board, Summer, 42–47.
  • Deran, A., Arslan S. & Köksal, A. G. (2014). İşletmelerde Lojistik Maliyetlerin Hesaplanması. Konya: Eğitim Yayınevi.
  • Devaraj, S., Matta, K. F. & E. Conlon. (2001). Product and service quality: The antecedents of customer loyalty in the automotive industry. Production and Operations Management. 10(4), 424–439.
  • Dick, A. S. & Basu, K. (1994), Customer loyalty: toward an integrated conceptual framework” Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.
  • Donio, J., Massari, P. & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: An empirical test. Journal of Consumer Marketing. 23. 445-457.
  • Dua, K. & Gautam, S. (2013). Customer satisfaction. International Journal of Advanced Research in Management and Social Sciences. 2(4), 68-83.
  • East, R., Harris, P., Lomax, W., Willson, G., & Hammond, K. (1998). Customer defection from supermarkets. In J. W. Alba & J.W. Hutchinson, Advances in Consumer Research (pp. 507-512). Provo, Utah: Association for Consumer Research.
  • Fornell, C. (1992). A national customer satisfaction barometer: the Swedish experience. Journal of Marketing. 56, 6-21.
  • Furaida, S., Dachyar, M., & Gabriel, D. S. (2018). Measuring customer satisfaction and service quality in automobile repair. SSRN Electronic Journal Access address: doi:10.2139/ssrn.3248125
  • George, D. & Mallery, M. (2010). SPSS for windows step by step: a simple guide and reference, Boston: Pearson.
  • Hawkins, K. & Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: An introspection. The Marketing Review. 13. pp.125-141. 10.1362/146934713X13699019904605.
  • Herhausen, D. (2011). Understanding Proactive Customer Orientation. Gabler Research. 10.1007/978-3-8349-6891-3.
  • Hoots, M. (2005). Customer relationship management for facility managers. Journal of Facilities Management. 3. 346-361.
  • Jacoby, J., & Chestnut, R.W. (1978). Brand Loyalty: Measurement and Management. New York: Wiley.
  • Jahanshahi, A. A., Hajizadeh, G., Mohammad, A., Mirdamadi, S. A., Nawaser, K. & Khaksar, S. M. (2011). Study of the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science. 1 (7), 253-260.
  • Johnson, M. D. (2015). Customer Satisfaction. International Encyclopedia of the Social & Behavioral Sciences. Access address: 10.1016/B978-0-08-097086-8.73025-X.
  • Johnson, M., Herrmann D. A., Frank, H. & Anders, G. (1997). Customer retention in the automotive ındustry: quality, satisfaction and loyalty, Wiesbaden: Gabler Verlag. ISBN: 978-3-322-84511-5,978-3-322-84509-2
  • Kauhal, S. K. (2014). Confirmatory factor analysis: an empirical study of the four-wheeler car buyer’s purchasing behavior. International Journal on Global Business Management and Research. 2(2), 90-104.
  • Kim, K., Jeong, I., Park, J., Park, Y., Kim, C. & Kim, T. (2007). The impact of network service performance on customer satisfaction and loyalty: High-speed internet service case in Korea. Expert Systems with Applications. 32(3). 822-831. Access address: 10.1016/j.eswa.2006.01.022.
  • Kohli, A.K. and Jaworski, B.J. (1990): Market Orientation: The Construct, Research Propositions, and Managerial Implications, Journal of Marketing, 54 (2), 1-18.
  • Kotler, P., Levy, S. J. (1969). Broadening the concept of marketing. Journal of Marketing. 33, 10-15.
  • Köylüoğlu, A., Acar, Ö. & İnan, Ü. (2018). Tüketicilerin otomobil satın alma davranışlarına etki eden faktörlerin belirlenmesi: akademisyenlere yönelik bir uygulama. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 21 (2) , 251-273 . Access address: DOI: 10.29249/selcuksbmyd.448302
  • Mahapatra, S., Kumar, J., & Chauhan, A. (2010). Customer satisfaction, dissatisfaction and post-purchase evaluation: an empirical study on small size passenger cars in India. International Journal of Business and Society. 2 (2), 97-108.
  • Marangoz, Y. (2007). Ağızdan ağıza iletişimin müşterilerin satın alma davranışlarına etkileri: cep telefonu pazarına yönelik bir araştırma. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 16(2), 395-412. Access address: https://dergipark.org.tr/tr/pub/cusosbil/issue/4377/59994.
  • Mehra, S. & Ranganathan, S. (2008). Implementing total quality management with a focus on enhancing customer satisfaction. International Journal of Quality & Reliability Management. 25. 913-927. Access address: 10.1108/02656710810908070.
  • Moussa, S. & Touzani, M. (2013). Customer-service firm attachment: What it is and what causes it?. International Journal of Quality and Service Sciences. 5(3). 337-359. Access address: 10.1108/IJQSS-01-2013-0002.
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  • Okşit, H. (2014). Müşteri sadakati bırakıyor ekonomi, konfor ve tasarıma bakıyor. Access address: http://otoajanda.com/4422/musteri-sadakati-birakiyor-ekonomikonfor-ve-tasarima-bakiyor
  • O'Sullivan, D. & Mccallig, J. (2012). Customer satisfaction, earnings and firm value. European Journal of Marketing. 46. 827-843. Access address: 10.1108/03090561211214627.
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Toplam 75 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Tuğrul Bayat 0000-0003-1491-6178

Ahmet Uyar 0000-0002-7481-4045

Yayımlanma Tarihi 29 Aralık 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 9 Sayı: 5

Kaynak Göster

APA Bayat, T., & Uyar, A. (2020). Determination of the factors affecting the car users’ satisfaction, The Case of Afyonkarahisar. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 9(5), 3410-3439. https://doi.org/10.15869/itobiad.774006
İnsan ve Toplum Bilimleri Araştırmaları Dergisi  Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.