Otomotiv Sektöründe Müşterilerin Atfetme Eğilimlerinin Marka Güveni ve Müşteri Memnuniyeti Perspektifinden İncelenmesi (Investigation of Attribution Tendencies of Customers in Automotive Sector From Brand Trust and Customer Satisfaction Perspective)

Abstract

Purpose - In this study, it is aimed to reveal how brand trust and satisfaction or dissatisfaction of aftersales services affect the attribution of consumers. Design/methodology/approach- Toward the purpose of the study, two models have been developed regarding satisfaction and dissatisfaction with the services provided by authorized services. Scenario technique and scales used in the literature were used. The data collected through a questionnaire from 484 automobile users was analyzed by frequency analysis, exploratory factor analysis anad path analysis using SPSS version 24 and Lisrel version 8.80 programs. Findings - It was found that brand trust affects consumers' responsibility attributions and responsibility attributions affects changing in brand trust. It has been observed that stability attributions in authorized service increased to brand trust. In addition, consumers that service failures attribute to authorized service expect procedural justice. Consumers that service failures attribute to authorized service employees expect interactional justice. Discussion - According to the results of the study, it is observed that brand trust affects consumers responsibility attributions and consumers’ trust increase to side which attribute their satisfaction. In addition, it has been seen that stability attributions in authorized service increased to brand trust. In this context, suggestions for automobile brands and authorized services have been developed.