Research Article
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Positive and Negative Effects of Corporate Customer Satisfaction Measurement on Businesses

Year 2024, Volume: 4 Issue: 1, 11 - 23, 28.06.2024

Abstract

Relationship marketing is about developing and maintaining long-term relationships with customers and other stakeholders to achieve businesses' goals. Businesses frequently use customer satisfaction measurements in order to understand customers' expectations and needs and produce the necessary solutions. Corporate customer satisfaction measurement studies are seen as a tool that benefits businesses and has a positive impact. However, corporate customer satisfaction measurements can have positive as well as negative effects on businesses. Within the scope of the study, it was aimed to determine the effects caused by corporate customer satisfaction measurements within the business. For this purpose, interviews were held with 10 businesses operating in different sectors using the semi-structured interview technique, one of the qualitative research methods. The collected data were examined and the findings were discussed in the light of the literature. Businesses have turned to corporate brand satisfaction measurements in order to get to know their customers better, find solutions to their customers' increasing complaints, develop long-term relationships with their customers and increase brand loyalty. The fact that employees and managers are worried about these measurements stands out as the negative effects faced by businesses. The positive effects caused by the measurements were found to be an increase in customer satisfaction, employee motivation and business performance, as well as the development of innovative solutions. It is expected that the findings obtained within the scope of the research will guide businesses and other research to be conducted in this field.

References

  • Ain, N., Baloch, S., & Danish, M. (2022). The Effect of Financial and Preferential Treatment Benefit on Customer Satisfaction in B2B Marketplace. A Study of Courier Industry in Quetta. Journal of Development and Social Sciences, 3(4), 175-188.
  • Al-Otaibi, S., Alnassar, A., Alshahrani, A., Al-Mubarak, A., Albugami, S., Almutiri, N., & Albugami, A. (2018). Customer satisfaction measurement using sentiment analysis. International Journal of Advanced Computer Science and Applications, 9(2), 106-117.
  • Aspizain, C. (2016). The effects of service quality and corporate rebranding on brand image, customer satisfaction, brand equity and customer loyalty: Study in advertising company at tvOne. Russian Journal of Agricultural and Socio-Economic Sciences, 60(12), 209-217.
  • Behn, B. K., & Riley Jr, R. A. (1999). Using nonfinancial information to predict financial performance: The case of the US airline industry. Journal of Accounting, Auditing & Finance, 14(1), 29-56.
  • Calantone, J. R., Çavuşlugil, S. T., & Zhao, Y. (2002). Learning Orientation, Firm Innovation Capability, and Firm Performance. Industrial Marketing Management, 31, 515–524.
  • Cengiz, E. (2010). Measuring customer satisfaction must or not? Journal of Naval Science and Engineering, 6(2), 76-88.
  • Chien, T., Su, C., & Su, C. (2002), Implementation of a customer satisfaction program: a case study. Industrial Management & Data Systems, 102(5), 252-259.
  • Crosby, L. A., & Stephens, N. (1987). Effects of Relationship Marketing on Satisfaction, Retention and Prices in the Life Insurance Industry. Journal of Marketing Research, 24, 404-411.
  • Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
  • Daub, C. H., & Ergenzinger, R. (2005). Enabling sustainable management through a new multi‐disciplinary concept of customer satisfaction. European Journal of Marketing, 39(9/10), 998-1012.
  • Doğan, S., & Kılıç, S. (2008). İlişki Yönetiminde İç ve Dış Müşteri Memnuniyetinin Sağlanması. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, (1), 60-87.
  • Ekergil, V., & Ersoy, N. F. (2016). The Role of Accounting and Marketıng in Calculating Customer Lifetime Value on Key Account Management in B2B/Industrial Markets. Business and Economics Research Journal, 7(4), 159-180.
  • Ene, S., & Özkaya, B. (2014). A study on corporate image, customer satisfaction and brand loyalty in the context of retail stores. Asian Social Science, 10(14), 52-66.
  • Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer Behavior. Chicago, IL: The Dryden Press. Eroğlu, E. (2005). Müşteri memnuniyet ölçüm modeli. İ.Ü. İşletme Fakültesi İşletme Dergisi, 34(1), 7-25.
  • Forza, C., & Filippini, R. (1998). TQM Impact ofn Quality Conformance and Customer Satisfaction. International Journal of Production Economics, 55(1), 1-20.
  • Frennea, C., & Mittal, V. (2017). Customer satisfaction, loyalty behaviors, and firm-financial performance: What 30 years of research tells us. SSRN, 1-59.
  • Gaudenzi, B., Confente, I., & Russo, I. (2020). Logistics service quality and customer satisfaction in B2B relationships: a qualitative comparative analysis approach. The TQM Journal, 33(1), 125-140.
  • Harrell, M. C. & Bradley, M. A. (2009). Data Collection Methods: Semi-Structured Interviews and Focus Groups. California: The RAND Corporation.
  • Hinterhuber, A. (2004). Towards value-based pricing-An integrative framework for decision making. Industrial Marketing Management, 33(8), 765-778.
  • Huang, P. L., Lee, B. C., & Chen, C. C. (2019). The influence of service quality on customer satisfaction and loyalty in B2B technology service industry. Total Quality Management & Business Excellence, 30(13-14), 1449-1465.
  • Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135.
  • Karasar, N. (1995). Bilimsel Araştırma Yöntemi. Ankara: Araştırma Eğitim Danışmanlık.
  • Koufteros, A. X., Vonderembse, M. A., & Doll, W. J. (2002). Examining the Competitive Capabilities of Manufacturing Firms. Structural Equation Modeling, 9, 256-282.
  • Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, 38(1), 131-142.
  • Mittal, V., Han, K., Lee, J. Y., & Sridhar, S. (2021). Improving business-to-business customer satisfaction programs: Assessment of asymmetry, heterogeneity, and financial impact. Journal of Marketing Research, 58(4), 615-643.
  • Nguyen, H. T., Nguyen, H., Nguyen, N. D., & Phan, A. C. (2018). Determinants of customer satisfaction and loyalty in Vietnamese life-insurance setting. Sustainability, 10(4), 1151.
  • Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270.
  • Odabaşı, Y. (2006). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM). İstanbul: Sistem Yayıncılık. Oh, H., & Kim, K. (2017). Customer satisfaction, service quality, and customer value: years 2000-2015. International Journal of Contemporary Hospitality Management, 29(1), 2-29.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(4), 33–44.
  • Özel, H. Ç. (2012). Otelcilik Endüstrisi. M. A. Kozak (Ed.). Otel İşletmeciliği (s. 1-28). Ankara: Detay Yayıncılık.
  • Rahayu, H. S., Ginting, P., & Fawzeea, B. K. (2021). The Influence of Service Quality and Company Image to Customer Loyalty through Corporate Customer Satisfaction on XXX Group. International Journal of Research & Review, 8(8), 207-213.
  • Raišienė, A. G., & Raišys, S. J. (2022). Business Customer Satisfaction with B2B Consulting Services: AHP-Based Criteria for a New Perspective. Sustainability, 14(12), 7437.
  • Singh, J. (1991). Understanding the Structure of Consumer’s Satisfaction Evaluations of Service Delivery. Journal of the Academy of Marketing Science, 19(3), 223-244.
  • Sütütemiz, N., & Çiftyıldız, S. (2014). Müşteri Sadakati Modellerinin Karşılaştırılması Üzerine Bir Çalışma. Akademik İncelemeler Dergisi, 1(2), 155-172.
  • Thabit, H., Raewf, M. B., Abdulrahman, O. T., & Younis, S. K. (2016). The Adoption of E-commerce in SMEs A case study on a sample of Iraqi enterprises. International Journal of Latest Research in Engineering and Technology, 2(6), 38-46.
  • Thompson, B. (2015), “3 Strategies to Sell the CEO on Customer Experience Management (CXM),” Customer THINK (November 27). https://customerthink.com/3-strategies-to-sell-the-ceo-on-customer-experience-management-cxm/.
  • Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–217.
  • Tuli, K. R., Kohli, A. K., & Bharadwaj, S. G. (2007). Rethinking customer solutions: From product bundles to relational processes. Journal of Marketing, 71(3), 1-17.
  • Yang, S., & Zhu, Y. (2006). Customer satisfaction theory applied in the housing industry: an empirical study of low-priced housing in Beijing. Tsinghua Science and Technology, 11(6), 667-674.
  • Yang, Z., & Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21(10), 799-822.
  • Yıldırım, A. (1999). Nitel Araştırma Yöntemlerinin Temel Özellikleri ve Eğitim Araştırmalarındaki Yeri ve Önemi. Eğitim ve Bilim Dergisi, 23(112), 7-17.
  • Yıldırım, A., & Şimşek, H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık. Yu, C. S., & Lin, C. S. (2010). Building TQM by integrated strategies for B2B industry: Next-generation lighting technology in Taiwan. Total Quality Management & Business Excellence, 21(5), 553-564.

Kurumsal Müşteri Memnuniyeti Ölçümünün İşletmelere Pozitif ve Negatif Etkileri

Year 2024, Volume: 4 Issue: 1, 11 - 23, 28.06.2024

Abstract

İlişki pazarlaması, işletmelerin hedeflerine ulaşmak için müşterileriyle ve diğer paydaşlarıyla uzun vadeli ilişkilerin geliştirilmesi ve sürdürülmesiyle ilgilidir. İşletmeler, müşterilerin beklentilerini ve ihtiyaçlarını anlamak ve gerekli çözümleri üretebilmek amacıyla sık sık müşteri memnuniyet ölçümlerinden faydalanmaktadır. Kurumsal müşteri memnuniyet ölçümü çalışmaları, işletmelere fayda sağlayan ve pozitif etkisi olan bir araç olarak görülmektedir. Ancak, kurumsal müşteri memnuniyeti ölçümlerinin işletmelere pozitif etkileri olduğu gibi negatif etkileri de olabilmektedir. Çalışma kapsamında kurumsal müşteri memnuniyeti ölçümlerinin işletme içinde neden olduğu bu etkilerin belirlenmesi amaçlanmıştır. Bu amaç doğrultusunda, nitel araştırma yöntemlerinden yarı-yapılandırılmış görüşme tekniği kullanılarak farklı sektörlerde faaliyet gösteren 10 işletme ile görüşmeler gerçekleştirilmiştir. Toplanan veriler incelenmiş ve elde edilen bulgular literatür ışığında tartışılmıştır. İşletmeler; müşterilerini daha yakından tanımak, müşterilerinin artan şikayetlerine çözüm bulmak, müşterileriyle uzun vadeli ilişkiler geliştirmek ve marka sadakatini arttırmak amacıyla kurumsal marka memnuniyeti ölçümlerine yönelmiştir. Çalışanların ve yöneticilerin bu ölçümlere karşı endişeli olması, işletmelerin karşılaştığı negatif etkiler olarak ön plana çıkmaktadır. Ölçümlerin neden olduğu pozitif etkiler ise; inovatif çözümlerin geliştirilmesinin yanı sıra müşteri memnuniyetinde, çalışan motivasyonunda ve işletme performansında artış olarak bulgulanmıştır. Araştırma kapsamında elde edilen bulguların, işletmelere ve bu alanda yapılacak diğer araştırmalara yol göstermesi beklenmektedir.

References

  • Ain, N., Baloch, S., & Danish, M. (2022). The Effect of Financial and Preferential Treatment Benefit on Customer Satisfaction in B2B Marketplace. A Study of Courier Industry in Quetta. Journal of Development and Social Sciences, 3(4), 175-188.
  • Al-Otaibi, S., Alnassar, A., Alshahrani, A., Al-Mubarak, A., Albugami, S., Almutiri, N., & Albugami, A. (2018). Customer satisfaction measurement using sentiment analysis. International Journal of Advanced Computer Science and Applications, 9(2), 106-117.
  • Aspizain, C. (2016). The effects of service quality and corporate rebranding on brand image, customer satisfaction, brand equity and customer loyalty: Study in advertising company at tvOne. Russian Journal of Agricultural and Socio-Economic Sciences, 60(12), 209-217.
  • Behn, B. K., & Riley Jr, R. A. (1999). Using nonfinancial information to predict financial performance: The case of the US airline industry. Journal of Accounting, Auditing & Finance, 14(1), 29-56.
  • Calantone, J. R., Çavuşlugil, S. T., & Zhao, Y. (2002). Learning Orientation, Firm Innovation Capability, and Firm Performance. Industrial Marketing Management, 31, 515–524.
  • Cengiz, E. (2010). Measuring customer satisfaction must or not? Journal of Naval Science and Engineering, 6(2), 76-88.
  • Chien, T., Su, C., & Su, C. (2002), Implementation of a customer satisfaction program: a case study. Industrial Management & Data Systems, 102(5), 252-259.
  • Crosby, L. A., & Stephens, N. (1987). Effects of Relationship Marketing on Satisfaction, Retention and Prices in the Life Insurance Industry. Journal of Marketing Research, 24, 404-411.
  • Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
  • Daub, C. H., & Ergenzinger, R. (2005). Enabling sustainable management through a new multi‐disciplinary concept of customer satisfaction. European Journal of Marketing, 39(9/10), 998-1012.
  • Doğan, S., & Kılıç, S. (2008). İlişki Yönetiminde İç ve Dış Müşteri Memnuniyetinin Sağlanması. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, (1), 60-87.
  • Ekergil, V., & Ersoy, N. F. (2016). The Role of Accounting and Marketıng in Calculating Customer Lifetime Value on Key Account Management in B2B/Industrial Markets. Business and Economics Research Journal, 7(4), 159-180.
  • Ene, S., & Özkaya, B. (2014). A study on corporate image, customer satisfaction and brand loyalty in the context of retail stores. Asian Social Science, 10(14), 52-66.
  • Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer Behavior. Chicago, IL: The Dryden Press. Eroğlu, E. (2005). Müşteri memnuniyet ölçüm modeli. İ.Ü. İşletme Fakültesi İşletme Dergisi, 34(1), 7-25.
  • Forza, C., & Filippini, R. (1998). TQM Impact ofn Quality Conformance and Customer Satisfaction. International Journal of Production Economics, 55(1), 1-20.
  • Frennea, C., & Mittal, V. (2017). Customer satisfaction, loyalty behaviors, and firm-financial performance: What 30 years of research tells us. SSRN, 1-59.
  • Gaudenzi, B., Confente, I., & Russo, I. (2020). Logistics service quality and customer satisfaction in B2B relationships: a qualitative comparative analysis approach. The TQM Journal, 33(1), 125-140.
  • Harrell, M. C. & Bradley, M. A. (2009). Data Collection Methods: Semi-Structured Interviews and Focus Groups. California: The RAND Corporation.
  • Hinterhuber, A. (2004). Towards value-based pricing-An integrative framework for decision making. Industrial Marketing Management, 33(8), 765-778.
  • Huang, P. L., Lee, B. C., & Chen, C. C. (2019). The influence of service quality on customer satisfaction and loyalty in B2B technology service industry. Total Quality Management & Business Excellence, 30(13-14), 1449-1465.
  • Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135.
  • Karasar, N. (1995). Bilimsel Araştırma Yöntemi. Ankara: Araştırma Eğitim Danışmanlık.
  • Koufteros, A. X., Vonderembse, M. A., & Doll, W. J. (2002). Examining the Competitive Capabilities of Manufacturing Firms. Structural Equation Modeling, 9, 256-282.
  • Mittal, V., & Kamakura, W. A. (2001). Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics. Journal of Marketing Research, 38(1), 131-142.
  • Mittal, V., Han, K., Lee, J. Y., & Sridhar, S. (2021). Improving business-to-business customer satisfaction programs: Assessment of asymmetry, heterogeneity, and financial impact. Journal of Marketing Research, 58(4), 615-643.
  • Nguyen, H. T., Nguyen, H., Nguyen, N. D., & Phan, A. C. (2018). Determinants of customer satisfaction and loyalty in Vietnamese life-insurance setting. Sustainability, 10(4), 1151.
  • Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270.
  • Odabaşı, Y. (2006). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM). İstanbul: Sistem Yayıncılık. Oh, H., & Kim, K. (2017). Customer satisfaction, service quality, and customer value: years 2000-2015. International Journal of Contemporary Hospitality Management, 29(1), 2-29.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(4), 33–44.
  • Özel, H. Ç. (2012). Otelcilik Endüstrisi. M. A. Kozak (Ed.). Otel İşletmeciliği (s. 1-28). Ankara: Detay Yayıncılık.
  • Rahayu, H. S., Ginting, P., & Fawzeea, B. K. (2021). The Influence of Service Quality and Company Image to Customer Loyalty through Corporate Customer Satisfaction on XXX Group. International Journal of Research & Review, 8(8), 207-213.
  • Raišienė, A. G., & Raišys, S. J. (2022). Business Customer Satisfaction with B2B Consulting Services: AHP-Based Criteria for a New Perspective. Sustainability, 14(12), 7437.
  • Singh, J. (1991). Understanding the Structure of Consumer’s Satisfaction Evaluations of Service Delivery. Journal of the Academy of Marketing Science, 19(3), 223-244.
  • Sütütemiz, N., & Çiftyıldız, S. (2014). Müşteri Sadakati Modellerinin Karşılaştırılması Üzerine Bir Çalışma. Akademik İncelemeler Dergisi, 1(2), 155-172.
  • Thabit, H., Raewf, M. B., Abdulrahman, O. T., & Younis, S. K. (2016). The Adoption of E-commerce in SMEs A case study on a sample of Iraqi enterprises. International Journal of Latest Research in Engineering and Technology, 2(6), 38-46.
  • Thompson, B. (2015), “3 Strategies to Sell the CEO on Customer Experience Management (CXM),” Customer THINK (November 27). https://customerthink.com/3-strategies-to-sell-the-ceo-on-customer-experience-management-cxm/.
  • Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207–217.
  • Tuli, K. R., Kohli, A. K., & Bharadwaj, S. G. (2007). Rethinking customer solutions: From product bundles to relational processes. Journal of Marketing, 71(3), 1-17.
  • Yang, S., & Zhu, Y. (2006). Customer satisfaction theory applied in the housing industry: an empirical study of low-priced housing in Beijing. Tsinghua Science and Technology, 11(6), 667-674.
  • Yang, Z., & Peterson, R. T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology & Marketing, 21(10), 799-822.
  • Yıldırım, A. (1999). Nitel Araştırma Yöntemlerinin Temel Özellikleri ve Eğitim Araştırmalarındaki Yeri ve Önemi. Eğitim ve Bilim Dergisi, 23(112), 7-17.
  • Yıldırım, A., & Şimşek, H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık. Yu, C. S., & Lin, C. S. (2010). Building TQM by integrated strategies for B2B industry: Next-generation lighting technology in Taiwan. Total Quality Management & Business Excellence, 21(5), 553-564.
There are 42 citations in total.

Details

Primary Language Turkish
Subjects Economic Theory (Other)
Journal Section Research Articles
Authors

Ercan Özcan 0009-0008-4870-7175

Engin Yücel 0000-0001-8910-5359

Publication Date June 28, 2024
Submission Date March 9, 2024
Acceptance Date March 29, 2024
Published in Issue Year 2024 Volume: 4 Issue: 1

Cite

APA Özcan, E., & Yücel, E. (2024). Kurumsal Müşteri Memnuniyeti Ölçümünün İşletmelere Pozitif ve Negatif Etkileri. Rahva Teknik Ve Sosyal Araştırmalar Dergisi, 4(1), 11-23.