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Kişileştirme Yöntemiyle Müşteri Memnuniyeti Ölçümü Üzerine Bir Deneme ve Nicel Yöntem Sonuçlarıyla Karşılaştırma

Year 2023, Volume: 12 Issue: 1, 22 - 42, 31.03.2023
https://doi.org/10.15869/itobiad.1184336

Abstract

Bu araştırmanın amacı pazarlamanın en önemli meselelerinden birisi olan müşteri memnuniyetini kapsamlı, betimleyici, doğru ve kolay şekilde ortaya koyacak bir nitel araştırma yöntemi geliştirmektir. Son yıllarda pazarlama alanında nitel araştırmaların önemi giderek artmaktadır. Araştırmanın amacı doğrultusunda örnek olarak bir üniversitenin farklı sınıflarında okuyan öğrencilerinin üniversiteden memnuniyetleri ve üniversiteye dair görüşleri araştırılmıştır. 115 öğrenciden betimleyici fenomenoloji deseni altında kişiselleştirme tekniğiyle elde edilen görüşler sınanmış ve ulaşılan bulgular aynı öğrencilerden nicel yolla elde edilen sonuçlarla karşılaştırılmıştır. Nicel araştırmada kullanılan yöntem iki soruluk bir ölçektir. Araştırma sonucunda 17 adet açık uçlu soruyla elde edilen genel memnuniyet ortalama puanının, nicel araştırmayla elde sonuçtan sadece %3’lük bir farka sahip olduğu ortaya konulmuştur. Diğer yandan öğrencilerin görüşleri 4 kategoriye ayrılmış temalar altında konsolide edilmiştir. Ayrıca yöntemi kısaltmak ve kolaylaştırmak için sorular içinden seçilen iki sorunun sonuçları genel bulgularla karşılaştırılmıştır. Sonuç olarak müşterilere sorulacak “………. (araştırılan marka/kurum) bir hayvan olsa hangi hayvan olurdu? Neden?“ şeklindeki tek bir sorunun genel memnuniyet ölçümünde hem nicel hem de nitel araştırma sonuçlarını kapsayan sonuçlar ortaya koyduğu anlaşılmıştır. Bu sorunun özellikle müşterilerin bir markayla ilgili açık ya da gizli genel algılarını kolay bir şekilde ortaya koymada faydalı olması beklenmektedir.

References

  • Akgün, V.Ö. (2020). Nitel araştırmalarda veri toplama yöntemleri. In M. Zerenler (Edt), Pazarlamanın nitel çağı (p.73-103). İstanbul: Çizgi Kitabevi.
  • Baltacı, A. (2018). Nitel Araştırmalarda Örnekleme Yöntemleri ve Örnek Hacmi Sorunsalı Üzerine Kavramsal Bir İnceleme. BEÜ SBE Derg.,7(1), 231-274.
  • Bitner, M.J. (1990) Evaluating Services Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82.
  • Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of economic psychology, 16(2), 311-329.
  • Celep, E. (2002). Kişiselleştirme. In M. Zerenler (Edt), Pazarlamanın nitel çağı (p.217-230). İstanbul: Çizgi Kitabevi.
  • Brayer, A., Marcinowicz, L. (2018). Job satisfaction of nurses with master of nursing degrees in Poland: quantitative and qualitative analysis. BMC Health Serv Res 18, 239. doi:10.1186/s12913-018-3053-6
  • Charmaz, K. (2011). Grounded Theory Methods in Social Justice Research. The Sage Handbook Of Qualitative Research, 4, 359-380.
  • Chatterjee, S. (2019). Explaining customer ratings and recommendations by combining qualitative and quantitative user generated contents. Decision Support Systems, 119, 14-22. doi:10.1016/j.dss.2019.02.008
  • Chen, M.F., & Wang, L. H. (2009). The Moderating Role of Switching Barriers on Customer Loyalty in The Life Insurance Industry. The Service Industries Journal. 29(8), 1105-1123.
  • Cronin, J. J., Brady K. M., & Hult G. T. M. (2000). Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218.
  • Çelebiler, N. Y., Süzen, B., Şendağ, R., Şipal, A., Tamses, E. S., Tatoğlu, Y., ... & Tezcan, G. (2013). Düzce Üniversitesi Tıp Fakültesi 4-5-6. sınıf öğrenci memnuniyeti düzeyi değerlendirilmesi. Düzce Üniversitesi Sağlık Bilimleri Enstitüsü Dergisi, 3(1), 1-9.
  • Day, R. (1980). How satisfactory is research on consumer satisfaction? Advances in Consumer Research, 7, 593-597.
  • Doherty,S., & Nelson, R. (2020). Using Projective Techniques to Tap Into Consumer’s Feelings, Perceptions and Attitudes.. Getting an Honest Opinion. International Journal of Consumer Studies. 34(2010), 400-404.
  • Danaher, P. J. (1997). Using conjoint analysis to determine the relative importance of service attributes measured in customer satisfaction surveys. Journal of Retailing, 73(2), 235–260. doi:10.1016/s0022-4359(97)90005-1
  • Falcón, J. L. (2020). Teacher Job Satisfaction: A Qualitative Case Study Examining the Perceptions of Job Satisfaction of Teachers at a Secondary School Setting. Texas State University-San Marcos.
  • Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, 6-21.
  • Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation. Tourism management, 59, 467-483.
  • Henrich, N. J., Dodek, P., Heyland, D., Cook, D., Rocker, G., Kutsogiannis, D., ... & Ayas, N. (2011). Qualitative analysis of an intensive care unit family satisfaction survey. Critical care medicine, 39(5), 1000-1005.
  • Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
  • Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society for Quality Control, 14(2), 39-48.
  • Karakullukçu, B. (2020). Nitel araştırmalarda içerik analizi ve pazarlama örnekleri. In M. Zerenler (Edt), Pazarlamanın nitel çağı (p.137-156). İstanbul: Çizgi Kitabevi.
  • Kenett, R.S., & Salini, S. (2011). Modern Analysis of Customer Satisfaction Surveys: Comparison of Models and Integrated Analysis. Applied Stochastic Models in Business and Industry, 27, 465-475.
  • Kristensen, K. and Eskildsen, J. (2014). Is the NPS a trustworthy performance measure?. The TQM Journal, 26(2). 202-214.
  • Küçüködük, Ö., & Karakullukçu, B. (2020). Gömülü Teori: Pazarlama örnekleri. In M. Zerenler (Edt.), Pazarlamanın nitel çağı (p.157-181). İstanbul: Çizgi Kitabevi.
  • Lin, B., &Jones, C.A.(1997). Some issues in conducting customer satisfaction surveys. Journal of Marketing Practice: Applied Marketing Science, 3 (1), 4-13. doi:10.1108/EUM0000000004317
  • Luo, J.Y.N., Liu, P.P. & Wong, M.C.M. (2018). Patients’ satisfaction with dental care: a qualitative study to develop a satisfaction instrument. BMC Oral Health 18, 15. doi:10.1186/s12903-018-0477-7
  • Lu, C., Berchoux, C., Marek, M.W. and Chen, B. (2015). Service quality and customer satisfaction: qualitative research implications for luxury hotels. International Journal of Culture, Tourism and Hospitality Research, 9(2), 168-182. doi:10.1108/IJCTHR-10-2014-0087
  • Miles, M. B. & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. New York: Sage.
  • Naumann, E. (1995). Customer Satisfaction Measurement and Management: Using the Voice of the Customer. Thomson Executive Press.
  • Neuman, L. W. (2014). Social Research Methods: Qualitative And Quantitative Approaches (Seventh Ed.). Essex: Pearson Education Limited.
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4), 33-44.
  • Oña, J.D, & Oña, R.D. (2015). Quality of Service in Public Transport Based on Customer Satisfaction Surveys: A Review and Assessment of Methodological Approaches. Transportation Science, 49(3), 605–622. doi:10.1287/trsc.2014.0544
  • Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1988). SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(3-5),12-37.
  • Pizam, A., & Ellis, T. (1999). Customer satisfaction and its measurement in hospitality enterprises. International journal of contemporary hospitality management,, 11(7),326-339
  • Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International journal of contemporary hospitality management. 28(1), 2–35.
  • Prayag, G., Hassibi, S., & Nunkoo, R. (2019). A systematic review of consumer satisfaction studies in hospitality journals: Conceptual development, research approaches and future prospects. Journal of Hospitality Marketing & Management, 28(1), 51-80.
  • Reichheld, F.F. (1996), Learning from Customer Defections. Harvard Business Review, 74(2), 56-69.
  • Reicheld, F. F., & Sasser Jr, W. E. (2003). Zero defections. Operations management: critical perspectives on business and management, Harvard Business Review, 105, 289-98.
  • Rubin, A. & Babbie, E. R. (2016). Empowerment Series: Research Methods For Social Work. Boston: Cengage Learning.
  • Szymanski, D. M., & Henard, D. H. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, 29(1), 16–35. doi:10.1177/0092070301291002
  • Tashakkori, A. & Teddlie, C. (2010). Sage Handbook Of Mixed Methods in Social & Behavioral Research (2nd Ed.). Thousand Oaks, CA: Sage.
  • Tsai, M. T., Tsai, C. L., & Chang, H. C. (2010). The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality: an international journal, 38(6), 729-740.
  • Wan, Y., & Gao, Q. (2015, November). An ensemble sentiment classification system of twitter data for airline services analysis. In 2015 IEEE international conference on data mining workshop (ICDMW) (pp. 1318-1325). IEEE.
  • Wilson, A. (2002). Attitudes towards Customer Satisfaction Measurement in the Retail Sector. International Journal of Market Research, 44(2), 1–9. https://doi.org/10.1177/147078530204400201).
  • Yıldırım, A. & Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri (11. Baskı). Ankara: Seçkin Yayıncılık.
  • Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
  • Yuksel, A., & Yuksel, F. (2001). Measurement and management issues in customer satisfaction research: review, critique and research agenda: part two. Journal of Travel & Tourism Marketing, 10(4), 81-111.

An Experiment On Customer Satisfaction Measurement Using Personification Method and a Comparison with the Results of an Quantitative Method

Year 2023, Volume: 12 Issue: 1, 22 - 42, 31.03.2023
https://doi.org/10.15869/itobiad.1184336

Abstract

This research aims to develop a qualitative research method that can be used to determine customer satisfaction, one of the most important issues in marketing, in a comprehensive, descriptive, accurate, and simple way. In recent years, the importance of qualitative research in the field of marketing has been increasing. For example, in this direction, the satisfaction with the college and the opinions about the college of college students from different classes were studied. The opinions of 115 students, collected using the personalization technique within the descriptive phenomenological design, were tested, and the findings were compared with the results obtained from the same students by quantitative means. As a result of the research, it was found that the average value of general satisfaction, which was obtained by 17 open-ended questions, differed from the results of the quantitative research by only 3%. On the other hand, students' opinions were grouped under themes, which were divided into four categories. In order to shorten and simplify the method, the results of the two questions selected from the questions were compared with the general results. In this direction, it was found that the information provided by the open-ended question "If it was an animal, which animal would it be? And why?" asked to the participants was sufficient to reveal the general satisfaction and attitude themes. It was understood that this question revealed results covering both quantitative and qualitative research results in the overall satisfaction measurement. This question is expected to be useful in easily revealing the obvious or implicit perceptions of customers about a brand

References

  • Akgün, V.Ö. (2020). Nitel araştırmalarda veri toplama yöntemleri. In M. Zerenler (Edt), Pazarlamanın nitel çağı (p.73-103). İstanbul: Çizgi Kitabevi.
  • Baltacı, A. (2018). Nitel Araştırmalarda Örnekleme Yöntemleri ve Örnek Hacmi Sorunsalı Üzerine Kavramsal Bir İnceleme. BEÜ SBE Derg.,7(1), 231-274.
  • Bitner, M.J. (1990) Evaluating Services Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82.
  • Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of economic psychology, 16(2), 311-329.
  • Celep, E. (2002). Kişiselleştirme. In M. Zerenler (Edt), Pazarlamanın nitel çağı (p.217-230). İstanbul: Çizgi Kitabevi.
  • Brayer, A., Marcinowicz, L. (2018). Job satisfaction of nurses with master of nursing degrees in Poland: quantitative and qualitative analysis. BMC Health Serv Res 18, 239. doi:10.1186/s12913-018-3053-6
  • Charmaz, K. (2011). Grounded Theory Methods in Social Justice Research. The Sage Handbook Of Qualitative Research, 4, 359-380.
  • Chatterjee, S. (2019). Explaining customer ratings and recommendations by combining qualitative and quantitative user generated contents. Decision Support Systems, 119, 14-22. doi:10.1016/j.dss.2019.02.008
  • Chen, M.F., & Wang, L. H. (2009). The Moderating Role of Switching Barriers on Customer Loyalty in The Life Insurance Industry. The Service Industries Journal. 29(8), 1105-1123.
  • Cronin, J. J., Brady K. M., & Hult G. T. M. (2000). Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, 76(2), 193-218.
  • Çelebiler, N. Y., Süzen, B., Şendağ, R., Şipal, A., Tamses, E. S., Tatoğlu, Y., ... & Tezcan, G. (2013). Düzce Üniversitesi Tıp Fakültesi 4-5-6. sınıf öğrenci memnuniyeti düzeyi değerlendirilmesi. Düzce Üniversitesi Sağlık Bilimleri Enstitüsü Dergisi, 3(1), 1-9.
  • Day, R. (1980). How satisfactory is research on consumer satisfaction? Advances in Consumer Research, 7, 593-597.
  • Doherty,S., & Nelson, R. (2020). Using Projective Techniques to Tap Into Consumer’s Feelings, Perceptions and Attitudes.. Getting an Honest Opinion. International Journal of Consumer Studies. 34(2010), 400-404.
  • Danaher, P. J. (1997). Using conjoint analysis to determine the relative importance of service attributes measured in customer satisfaction surveys. Journal of Retailing, 73(2), 235–260. doi:10.1016/s0022-4359(97)90005-1
  • Falcón, J. L. (2020). Teacher Job Satisfaction: A Qualitative Case Study Examining the Perceptions of Job Satisfaction of Teachers at a Secondary School Setting. Texas State University-San Marcos.
  • Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56, 6-21.
  • Guo, Y., Barnes, S. J., & Jia, Q. (2017). Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation. Tourism management, 59, 467-483.
  • Henrich, N. J., Dodek, P., Heyland, D., Cook, D., Rocker, G., Kutsogiannis, D., ... & Ayas, N. (2011). Qualitative analysis of an intensive care unit family satisfaction survey. Critical care medicine, 39(5), 1000-1005.
  • Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
  • Kano, N., Seraku, N., Takahashi, F., & Tsuji, S. (1984). Attractive quality and must-be quality. The Journal of the Japanese Society for Quality Control, 14(2), 39-48.
  • Karakullukçu, B. (2020). Nitel araştırmalarda içerik analizi ve pazarlama örnekleri. In M. Zerenler (Edt), Pazarlamanın nitel çağı (p.137-156). İstanbul: Çizgi Kitabevi.
  • Kenett, R.S., & Salini, S. (2011). Modern Analysis of Customer Satisfaction Surveys: Comparison of Models and Integrated Analysis. Applied Stochastic Models in Business and Industry, 27, 465-475.
  • Kristensen, K. and Eskildsen, J. (2014). Is the NPS a trustworthy performance measure?. The TQM Journal, 26(2). 202-214.
  • Küçüködük, Ö., & Karakullukçu, B. (2020). Gömülü Teori: Pazarlama örnekleri. In M. Zerenler (Edt.), Pazarlamanın nitel çağı (p.157-181). İstanbul: Çizgi Kitabevi.
  • Lin, B., &Jones, C.A.(1997). Some issues in conducting customer satisfaction surveys. Journal of Marketing Practice: Applied Marketing Science, 3 (1), 4-13. doi:10.1108/EUM0000000004317
  • Luo, J.Y.N., Liu, P.P. & Wong, M.C.M. (2018). Patients’ satisfaction with dental care: a qualitative study to develop a satisfaction instrument. BMC Oral Health 18, 15. doi:10.1186/s12903-018-0477-7
  • Lu, C., Berchoux, C., Marek, M.W. and Chen, B. (2015). Service quality and customer satisfaction: qualitative research implications for luxury hotels. International Journal of Culture, Tourism and Hospitality Research, 9(2), 168-182. doi:10.1108/IJCTHR-10-2014-0087
  • Miles, M. B. & Huberman, A. M. (1994). Qualitative Data Analysis: An Expanded Sourcebook. New York: Sage.
  • Naumann, E. (1995). Customer Satisfaction Measurement and Management: Using the Voice of the Customer. Thomson Executive Press.
  • Neuman, L. W. (2014). Social Research Methods: Qualitative And Quantitative Approaches (Seventh Ed.). Essex: Pearson Education Limited.
  • Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4), 33-44.
  • Oña, J.D, & Oña, R.D. (2015). Quality of Service in Public Transport Based on Customer Satisfaction Surveys: A Review and Assessment of Methodological Approaches. Transportation Science, 49(3), 605–622. doi:10.1287/trsc.2014.0544
  • Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1988). SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(3-5),12-37.
  • Pizam, A., & Ellis, T. (1999). Customer satisfaction and its measurement in hospitality enterprises. International journal of contemporary hospitality management,, 11(7),326-339
  • Pizam, A., Shapoval, V., & Ellis, T. (2016). Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International journal of contemporary hospitality management. 28(1), 2–35.
  • Prayag, G., Hassibi, S., & Nunkoo, R. (2019). A systematic review of consumer satisfaction studies in hospitality journals: Conceptual development, research approaches and future prospects. Journal of Hospitality Marketing & Management, 28(1), 51-80.
  • Reichheld, F.F. (1996), Learning from Customer Defections. Harvard Business Review, 74(2), 56-69.
  • Reicheld, F. F., & Sasser Jr, W. E. (2003). Zero defections. Operations management: critical perspectives on business and management, Harvard Business Review, 105, 289-98.
  • Rubin, A. & Babbie, E. R. (2016). Empowerment Series: Research Methods For Social Work. Boston: Cengage Learning.
  • Szymanski, D. M., & Henard, D. H. (2001). Customer Satisfaction: A Meta-Analysis of the Empirical Evidence. Journal of the Academy of Marketing Science, 29(1), 16–35. doi:10.1177/0092070301291002
  • Tashakkori, A. & Teddlie, C. (2010). Sage Handbook Of Mixed Methods in Social & Behavioral Research (2nd Ed.). Thousand Oaks, CA: Sage.
  • Tsai, M. T., Tsai, C. L., & Chang, H. C. (2010). The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality: an international journal, 38(6), 729-740.
  • Wan, Y., & Gao, Q. (2015, November). An ensemble sentiment classification system of twitter data for airline services analysis. In 2015 IEEE international conference on data mining workshop (ICDMW) (pp. 1318-1325). IEEE.
  • Wilson, A. (2002). Attitudes towards Customer Satisfaction Measurement in the Retail Sector. International Journal of Market Research, 44(2), 1–9. https://doi.org/10.1177/147078530204400201).
  • Yıldırım, A. & Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri (11. Baskı). Ankara: Seçkin Yayıncılık.
  • Yi, Y. (1990). A critical review of consumer satisfaction. Review of marketing, 4(1), 68-123.
  • Yuksel, A., & Yuksel, F. (2001). Measurement and management issues in customer satisfaction research: review, critique and research agenda: part two. Journal of Travel & Tourism Marketing, 10(4), 81-111.
There are 47 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Mustafa Şehirli 0000-0002-4800-0283

Early Pub Date March 19, 2023
Publication Date March 31, 2023
Published in Issue Year 2023 Volume: 12 Issue: 1

Cite

APA Şehirli, M. (2023). An Experiment On Customer Satisfaction Measurement Using Personification Method and a Comparison with the Results of an Quantitative Method. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 12(1), 22-42. https://doi.org/10.15869/itobiad.1184336

Journal of the Human and Social Science Researches is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).