How does the community structure affect the customer satisfaction?

Suat Secgin and Gokhan Dalkilic

International Journal of Business Excellence, 2015, vol. 8, issue 3, 312-323

Abstract: Since 1970s a lot of research and studies has been done on the customer behaviour to achieve customer satisfaction and loyalty. The brand perception, service and product quality and after sales services are the main parameters that influences the customer satisfaction. The main part of the researches account for these topics. On the other hand in this study, the answer of how the demographic structure of the society affects the customer satisfaction will be investigated. To do this, a fixed line telephone operator's customer satisfaction scores for 81 cities in Turkey and the research results of the habitability of Turkey will be used. The investigation will be done on seven separate topics about the cities such as habitableness, economic development, educational status, health development, cultural-art level, security and city life. While examining the relations, Spearman's rank correlation coefficient method is used. At the end of the study, it has been seen that some demographic issues could affect the customer behaviour and satisfaction level although the channel structure, service quality, price, etc., remain the same.

Keywords: customer satisfaction; community structure; customer loyalty; customer perception; development level; Spearman; rank correlation coefficient; SPSS; customer behaviour; demographics; telephone operators; Turkey; habitableness; economic development; educational status; health development; culture; security; city life; society; cities; urban life. (search for similar items in EconPapers)
Date: 2015
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