SATIŞ SONRASI HİZMETLERDE MÜŞTERİ SADAKATİNİN ÖNCÜLLERİ: MERCEDES1 ♣ OTOMOBİL MARKASI ÜZERİNE BİR ARAŞTIRMA

Günümüz dünyasının yoğun rekabet ortamında satış sonrası hizmetler tüketicilerinsatın alma kararını etkileyen önemli bir faktördür. Bunun yanında rekabetin yoğunluğundandolayı işletmelerin fiziksel mal satışından elde ettikleri karlar azalmakta, budurum da işletmelerin satış sonrası hizmetleri sadece bir destek mekanizması değil,önemli bir kar merkezi olarak da görmelerine sebep olmaktadır. Günümüzde, birçoksektörde işletmelerin satış sonrası hizmetlerden elde ettikleri gelirler, satıştan elde ettiklerigelirlerin oldukça üzerindedir.Satış sonrası hizmetlerin işletmeler için bu kadar önemli hale gelmesiyle birlikte satışsonrası hizmetlerdeki sadakat süreci de önem kazanmıştır. Bu makalenin amacı dasatış sonrası hizmetlerde müşteri sadakati ve öncülleri arasındaki ilişkileri incelemekve elde edilen sonuçlara göre pazarlama strateji önerilerinde bulunmaktır. Müşterisadakati ve öncülleri arasındaki ilişkiler yapısal eşitlik modelleme ile test edilmiştir.Araştırmanın yapılacağı sektör olarak otomotivin seçilmesinin temel sebebi, otomotivsektöründe satış sonrası hizmetlerden elde edilen karın satış karlarının oldukça üzerindeolması ve otomotiv sektörünün Türkiye’nin lokomotif sektörü olmasıdır.Elde edilen araştırma bulgularına göre, müşteri sadakati öncüllerinden güvenilirlikve algılanan değer öncüllerinin müşteri memnuniyetini olumlu yönde etkilediği görülmüştür.Ayrıca değiştirme maliyeti ve müşteri memnuniyeti öncüllerinin müşteri sadakatiüzerinde olumlu bir etkiye sahip olduğu tespit edilmiştir. Bu araştırmanın bir diğerbulgusu ise müşteri memnuniyetinin tek başına müşteri sadakati yaratmak için yeterliolmadığıdır. İşletmeler müşterilerine bazı değiştirme maliyetleri yaratarak, onları sadıkhale getirmeye çalışmalıdır.

ANTECEDENTS OF CUSTOMER LOYALTYIN AFTER SALES SERVICES: A RESEARCH STUDY ON MERCEDES AUTOMOBILE BRAND

After sales services is an important factor which influences customers’ buying decision in the world’s competitive environment. In addition, since competition is severe, profits earned from the sales of physical goods get lower. Because of that, companies have begun to see after sales services as an important profit center, not only a supportive business unit. Nowadays, the profits earned from after sales service are higher than sales of physical goods in most industries. While after sales service became so important for the companies, customer loyalty process has gained importance in after sales services. The aim of this paper is to explore the relationships among the antecedents of customer loyalty and customer loyalty in after-sales service, and to propose marketing strategies according to the findings. Relations among customer loyalty and its antecedents are tested with structural equation modelling. Automotive industry is selected as the research area, because firstly automotive industry has earned its profit from after-sales service more than sales of cars, and secondly automotive industry is the leading industry in Turkey. According to the research findings, reliability and perceived value antecedents were found to have positive influences on customer satisfaction. In addition, it was found that switching cost and customer satisfaction antecedents had positive influences on customer loyalty. Another result of this research is that customer satisfaction is not adequate only to create customer loyalty. Companies should create switching costs to keep their customers loyal.

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