TAHİR ALBAYRAK

Ürün Özelliklerinin Performansı ile Müşteri Memnuniyeti Arasındaki Doğrusal ve Doğrusal Olmayan İlişkinin Karşılaştırılması

Mevcut alanyazında genellikle ürün özelliklerinin performansı ile müşteri memnuniyeti arasında doğrusal bir ilişki bulunduğu varsayımı benimsenmiştir. Ancak son yıllarda gerçekleştirilen birçok araştırma, bu ilişkinin doğrusal yönlü olmadığını ortaya koymaktadır. Bu çalışmada ürün özelliklerinin performansı ile müşteri memnuniyeti ara- sında doğrusal ve doğrusal olmayan ilişki bulunduğu şeklindeki iki varsayıma göre performansı arttırılacak ürün özelliklerinin tespit edilmesi ve kıyaslanması amaçlanmıştır. Ayrıca doğrusal olmayan ilişkiyi temel alarak ürün özelliklerini sınıflayan teknikler açıklanmıştır. Bu maksatla bir tur operatörünün hizmet kalitesi ölçümüne ait veriler kullanılmıştır. Doğrusal ilişki varsayımı ile yapılan regresyon analizinde genel müşteri memnuniyetine en düşük seviyede etki yapan özellikler olarak tespit edilen Çocuklara yönelik hizmetler ile Wellness ve SPA hizmetleri doğrusal olmayan ilişkiyi temel alan Ceza-Ödül Karşıtlığı Analizi ile heyecan faktörleri olarak sınıflandırılmıştır. Bu sebeple, işletme yöneticilerinin kararlarında farklı varsayımlarla gerçekleştirilen analiz sonuçlarını dikkate alma- ları uygun olacaktır.

A Comparison of the Symmetric and Asymmetric Relationships between Product Attributes Performance and Customer Satisfaction

In the current literature, it is generally assumed that there is a symmetric relationship between product attributes performance and customer satisfaction. However, many of the recent studies indicate that this relationship might be asymmetric. The current study aims at identifying the product attributes and comparing them based on two assumptions which posit either a symmetric or an asymmetric relationship between product attributes performan- ce and customer satisfaction. Besides, techniques which classify the product attributes according to asymmetric relationship assumption were explained. With this purpose, data from a tour operators service quality measure- ment were used. Facilities for the children and Wellness and SPA Services which were identified as the least important attributes that have influence on customer satisfaction by regression analysis, accordingly symmetric relationship assumption; were classified as the excitement factors by Penalty-Reward-Contrast Analysis, relying on asymmetric assumption. Therefore, business managers are advised to consider the analyses results which are performed by alternative assumptions.

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