A NEW QUALITATIVE MEASUREMENT OF CUSTOMER EXPECTATIONS/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, 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. Customers expressed higher expectations in the qualitative measurements. At the end of the research, some practical suggestions were expressed. [ABSTRACT FROM AUTHOR]