Otomotiv sektöründe satış sonrası hizmetlerin müşteri memnuniyeti üzerine araştırma; Bir yetkili servis örneği
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2021
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Yapılan tez çalışmasında yetkili servislerde verilen satış sonrası hizmetler ile özel servislerde verilen hizmetlerin maliyetleri karşılaştırılmış olup, müşterilerinin tercihlerini hangi sektörden yana kullandıkları araştırılmıştır. Tez çalışmasının araştırmasında otomobil sahiplerine anket uygulanmış, kendilerine sunulan satış sonrası hizmet maliyetlerinin ekonomik olarak nasıl etki ettiği ve tercihlerini marka distribütörü dışında özel bir firma hizmetinin nasıl bir maliyet çıkaracağı karşılaştırılmıştır. Elde edilen veriler sayesinde otomobilin model ve yaş grubu garanti ve garanti dışı durumları da göz edilerek tercihlerini hangi hizmetten kullandıkları ortaya çıkarılmıştır. Araştırma BMW Group markaları altında yer alan BMW ve MINI markaları üzerine Bursa ve çevre illerdeki (Balıkesir, Çanakkale, Yalova, Kütahya, Eskişehir, Kocaeli) müşterilerin katılımı ile gerçekleştirilmiştir. Bu amaç doğrultusunda satış sonrası hizmetler, algılanan kalite, müşteri tatmini müşteri otomobiline ait bakım maliyetleriyle birlikte katılımcılara ait demografik bilgileri de içeren anket formu oluşturulmuştur.
In the thesis study, after-sales services provided in authorized services and services provided in private services were compared, it was investigated which company preferred by customers. In the research of the thesis study, a questionnaire was applied to automobile owners, how the after-sales service costs made available to use affect economically and the cost of the service of a private company in brand distribution were compared. The data obtained from the model and age group of the car, warranty and out-of-warranty conditions were also observed and the service they used was revealed. The research was carried out on BMW and MINI brands under the BMW Group brands with the participation of Bursa and the surrounding provinces (Balıkesir, Çanakkale, Yalova, Kütahya, Eskişehir, Kocaeli). For this purpose, a questionnaire form was created including after-sales services, perceived quality, customer satisfaction, costs of the customer car and demographic information of the participants.
In the thesis study, after-sales services provided in authorized services and services provided in private services were compared, it was investigated which company preferred by customers. In the research of the thesis study, a questionnaire was applied to automobile owners, how the after-sales service costs made available to use affect economically and the cost of the service of a private company in brand distribution were compared. The data obtained from the model and age group of the car, warranty and out-of-warranty conditions were also observed and the service they used was revealed. The research was carried out on BMW and MINI brands under the BMW Group brands with the participation of Bursa and the surrounding provinces (Balıkesir, Çanakkale, Yalova, Kütahya, Eskişehir, Kocaeli). For this purpose, a questionnaire form was created including after-sales services, perceived quality, customer satisfaction, costs of the customer car and demographic information of the participants.
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İşletme, Müşteri tatmini, Müşteri tercihleri, Business Administration, Customer satisfaction, Otomotiv sektörü, Customer preferences, Satış sonrası hizmetler, Automotive sector, After sale services, Yetkili servisler, Authorozied services
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114