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Title:Asymmetric and nonlinear impact of attribute-level performance on overall customer satisfaction in the context of car servicing of four European automotive brands in Slovenia
Authors:Ažman, Slavko (Author)
Gomišček, Boštjan (Author)
Files:.pdf Organizacija_2012_Azman,_Gomiscek_Asymmetric_and_Nonlinear_Impact_of_Attribute-Level_Performance_on_Overall_Customer_Satisfaction_in_the.pdf (1,44 MB)
MD5: 47BFCC703DC1D743E2C2C4EB389987DF
 
URL http://www.degruyter.com/view/j/orga.2012.45.issue-2/v10051-012-0008-2/v10051-012-0008-2.xml
 
Language:English
Work type:Scientific work (r2)
Typology:1.01 - Original Scientific Article
Organization:FOV - Faculty of Organizational Sciences in Kranj
Abstract:The paper examines the nonlinearity and asymmetry between the satisfaction with individual attributes of the service and overall satisfaction in the context of passenger car servicing in Slovenia. The data set that was analysed was acquired from a regular survey on customer satisfaction with vehicle repair and maintenance services of four European automotive brands in Slovenia, carried out in 2005 and 2006 through 12,941 computer-assisted telephone interviews. Specifically, this study utilizes regression analysis in order to test the asymmetry and nonlinearity of the link between the attribute-level performance and overall satisfaction. The results show that the influence of dissatisfaction is different from the influence of satisfaction, and that the influence of satisfaction on overall satisfaction is greater than the influence of dissatisfaction. The results also show that nonlinearity is applicable to certain attributes of vehicle servicing, but not to all. We can sum up that precise knowledge of the correlation between the attribute-level performance of vehicle servicing and overall service satisfaction is important. Results show that caution must be employed in the evaluation of the importance of individual attributes on overall satisfaction, since the importance can change depending on the level of satisfaction. It appears that focusing on improving satisfaction is more important than focusing on lessening dissatisfaction. Results also show that the improvement of attribute-level performance offers diminishing returns; therefore, selective investment in activities for increasing customer satisfaction is sensible if satisfaction levels are already relatively high.
Keywords:service quality, customer satisfaction, automotive industry, nonlinearity, asymmetry
Year of publishing:2012
Number of pages:str. 75-86
Numbering:št. 2, Letn. 45
ISSN:1318-5454
UDC:005.336.3
ISSN on article:1318-5454
COBISS_ID:7002899 New window
DOI:10.2478/v10051-012-0008-2 New window
NUK URN:URN:SI:UM:DK:SUGX1NSW
Views:2296
Downloads:310
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Record is a part of a journal

Title:Organizacija
Publisher:Fakulteta za organizacijske vede Univerze v Mariboru, Založba Moderna organizacija, Sciendo
ISSN:1318-5454
COBISS.SI-ID:610909 New window

Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:06.06.2012

Secondary language

Language:Slovenian
Title:Asimetrični in nelinearni vpliv determinant zadovoljstva na skupno zadovoljstvo strank na primeru dejavnosti servisiranja vozil štirih evropskih znamk avtomobilov v Sloveniji
Abstract:V raziskavi je bila na podlagi rezultatov rednega merjenja zadovoljstva strank s servisnimi storitvami v trgovski in servisni mreži štirih evropskih avtomobilskih znamk v Sloveniji v letih 2005 in 2006 s pomočjo 12.941 računalniško podprtih telefonskih intervjujev izvedena analiza nelinearnosti in asimetričnosti med zadovoljstvom s posameznim elementom storitve in zado­voljstvom s storitvijo v celoti. Uporabljena je bila metoda, ki vključuje ločitev vrednosti zadovoljstva na zadovoljstvo in nezadovoljstvo, logaritmično trans­formacijo posameznih vrednosti, izračun linearnih regresij ter primerjavo linearnega in logaritmično transformiranega modela. Rezultati kažejo, da nezadovoljstvo vpliva drugače kot zadovoljstvo, ter da je vpliv zadovoljstva na zadovoljstvo s celokupno storitvijo večji od vpliva nezadovoljstva. Izkazalo se je tudi, da je za določene elemente servisne storitve predpostavka nelin­earnosti povezave velja, vendar pa ne za vse. Povzamemo lahko, da je pomembno natančno poznavanje povezave med zadovoljstvom strank s posameznimi elementi servisne storitve in zadovoljstvom s storitvijo v celoti. Rezultati kažejo, da je potrebna previdnost pri vrednotenju pomena posameznih dejavnikov za skupno zadovoljstvo, saj se pomen lahko z ravnjo zadovoljstva spreminja. Zdi se, da je bolj smiselno osredotočeno usmerjanje ukrepov na povečanje zadovoljstva kot v zmanjševanje nezadovoljstva. Rezultati prav tako kažejo, da je zaradi pojemajočega vpliva povečevanja zadovoljstva s posameznimi elementi storitve ob hkratnem naraščanju stroškov smiselna selektivnost pri investicijah v dejavnosti za dvig zadovoljstva strank, če je to zadovoljstvo že na relativno visokem nivoju.
Keywords:kakovost storitev, zadovoljstvo strank, avtomobilska panoga, nelinearnost, asimetričnost


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  1. Organizacija

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