Otomotiv sektöründe müşteri memnuniyetinin satışa etkileri; Ford örneği
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Date
2013
Authors
Tengilimoğlu, Dilaver
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Abstract
Otomotiv sektöründe işletmelerin son yıllarda önem verdiği ve üstünde durduğu kavramlardan biri müşteri memnuniyetidir. Bu kavram müşterilerin ihtiyaç, istek ve beklentilerini ne derece karşılayabileceğinin ölçüsüdür. İşletmeler müşteri istek ve beklentilerini en kısa zamanda, ucuz maliyetle ve yüksek kalitede sunmayı amaçlamıştır. Bu araştırmanın amacı, Ford Yetkili Satıcısı olan Otokoç Ankara şubesinden sıfır araç almış olan müşterilerin, sunulan hizmetten ne derece memnun olduklarını belirlemek ve bu çerçevede otomobil perakende satışına öneriler sunmaktır. Bu çalışmada otomobilin tarihi ve Türkiye?de otomotiv sektörünün tarihsel gelişimine yer verilmiş olup, otomotiv sektöründe satış kalitesinin müşteri memnuniyetini ne derecede etkilediği araştırılmıştır. Hizmet kalitesi ölçümünde servqual modeli kullanılmıştır.Literatür taraması ve alan çalışması sonucunda müşteri memnuniyetinin satışa etkili olduğu görülmüştür. Müşterilerin araç alımında ilk temas kurduğu satış danışmanın olumlu etkisi olduğu sonucuna ulaşılmıştır. Ayrıca ürün ya da hizmetin sunumunda müşteriye verilen güvenin memnuniyeti etkilediği söylenebilir. Anahtar Sözcükler 1. Müşteri 2. Otomotiv Sektörü 3. Müşteri memnuniyeti 4. Satış 5. kalite
Customer satisfaction is one of the concepts that businesses give importance and continue to do so in the recent years in automotive industry. This concept is a measure of how much a customers needs, desires and expectations are met. Businesses aim at providing customers needs and expectations with cheap cost and high quality in the shortest time possiple. The purpose of this study is to find out to what extent the customers that bought a new car from Ford Authorized Dealer Otokoç Ankara are satisfied with the services being offered and in this context to identify and make recommendations to the sale of automotive retail. In this study, a research was made to see how the sale quality affects the customer satisfaction in the automotive industry, also covering the history of the car's and the historical development of the automotive sector in Turkey. SERVQUAL model has been used to measure the quality of service. As a result of literature research and field work, it has been seen that the customer satisfaction has an effect on sales. It has concluded that the first contact with the sales consultant had a positive impact on customers car purchase. Also, it can be told that the confidence which is given to the customer in the delivery of the product or service affects the satisfaction. Key Words 1. Customer 2. Automotive Industry 3. Customer Satisfaction 4. Sales 5. Quality
Customer satisfaction is one of the concepts that businesses give importance and continue to do so in the recent years in automotive industry. This concept is a measure of how much a customers needs, desires and expectations are met. Businesses aim at providing customers needs and expectations with cheap cost and high quality in the shortest time possiple. The purpose of this study is to find out to what extent the customers that bought a new car from Ford Authorized Dealer Otokoç Ankara are satisfied with the services being offered and in this context to identify and make recommendations to the sale of automotive retail. In this study, a research was made to see how the sale quality affects the customer satisfaction in the automotive industry, also covering the history of the car's and the historical development of the automotive sector in Turkey. SERVQUAL model has been used to measure the quality of service. As a result of literature research and field work, it has been seen that the customer satisfaction has an effect on sales. It has concluded that the first contact with the sales consultant had a positive impact on customers car purchase. Also, it can be told that the confidence which is given to the customer in the delivery of the product or service affects the satisfaction. Key Words 1. Customer 2. Automotive Industry 3. Customer Satisfaction 4. Sales 5. Quality
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Keywords
İşletme, Müşteri tatmini, Müşteriler, Business Administration, Customer satisfaction, Otomotiv sektörü, Customers, Satış, Automotive sector, Sale, Satış elemanları, Sales persons
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