The effect of quality perception in after sales services on consumer cynicism: An application in the automotive sector

Consumer cynicism can be defined as a set of consistent beliefs and negative emotions that guide consumers' behavior in the market. Consumer cynicism reveals a general belief that firms are malicious. Within the scope of this belief, cynical consumers have negative feelings towards businesses. Cynical consumers believe that businesses lack integrity and harbor resentment or grudge against certain brands. The main purpose of this study is to examine the effect of quality perception in after-sales services on consumer cynicism within the scope of authorized dealers serving in the automotive sector. Convenience sampling method, which is one of the non-random sampling methods, was used in the study. The scope of the research consists of automobile owners living in the city center of Van. However, the research is limited to users who receive service from automotive authorized services. The survey method was used to obtain the data in the research and the research was carried out on 419 people. In the analysis of the data, arithmetic mean, standard deviation, frequency distribution, reliability analysis and regression analysis were used. Analyzes were performed using the SPSS 20.0 statistical program. In this study, the cynicism levels of the respondents were 3.75; after-sales service quality levels were determined as 2.68 However, as a result of the regression analyzes applied in the research, it was determined that the dimensions of after-sales service quality – physical assets, reliability, responsiveness, assurance, empathy – have a significant and negative effect on consumer cynicism. KeyWords: Service Ouality, Cynicism, Consumer Cynicism