Otomobil Kullanıcılarının Tatminin Etkileyen Faktörlerin Belirlenmesi, Afyonkarahisar Örneği

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.

Anahtar Kelimeler:

Müşteri İlişkileri Yönetimi, Müşteri Tatmini, Müşteri Sadakati, Müşteriyi Elde Tutma, Otomotiv Endüstrisi

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

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.

Keywords:

Customer Relationship Management, Customer Satisfaction, Customer Loyalty, Customer Retention, Automotive Industry,

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