A New Qualitative Measurement Of Customer Expectations And Satisfaction And Cross-Brand Comparison In The Automotive After Sales Services Industry

This research aims to reveal the Kano model, one of the models developed to gain loyalty by determining customer expectations and satisfaction, using a qualitative method, testing it with real experiences, and comparing it with other measurement methods. The research was conducted qualitatively and quantitatively on six different brands and 12 customers in the field of automotive after-sales services and quantitatively on 21 customers. The results were compared with the quantitative results of the same customers and other customers and with other results in the literature. In addition, the sector's situation was revealed by evaluating the table of customer expectations based on real and exceptional experiences. According to the results, as expected, the "must-be" service expectations are the expectations that are met the most. On the other hand, attractive service expectations are met at a lower level, even though their number is lower. Two brands that stand out positively from the others in the industry perform better, especially in attractive services. At the end of the research, the qualitative determinations showed different results than the quantitative ones. Customers expressed higher expectations in the qualitative measurements. Thus, it has been shown that this method is more insightful and challenging for managers, that brands need to turn to particularly attractive services to gain a competitive advantage, and that there is a gap in the industry. At the end of the research, some practical suggestions for managers were expressed.