The effect of after sale services on customer satisfaction: A practice in Türk Telekom

As the pace of development in the field of economy and technology is reflected in the sales areas of the countries in the global sense, it creates a constantly increasing competition environment among the companies. Customer-centric work must be done to gain advantage in an increasingly global competitive environment. If it is necessary to define the customer concept; who knows what they want, who has knowledge about the product they want to buy, is conscious and understands product quality. The customer is indecisive at the point of selection because of there is low qualitative differences between the product to be preferred and similar products. The services that continue after the sales of the products, which have a great importance in recent years, gives the company a competitive advantage. The satisfaction of these services with the customer is related to the quality of the services offered. The most important factor for the companies to be able to sustain their assets is to take into account the continuity of the customers and their offers and suggestions. Firms that have failed to do this are disappearing in time. For the firms that are focused on the customer, the services which are continuing after the sale of the products are exposed as a matter that should be taken into account as it has a great effect on the customer behaviors. Within the scope of the research, the effect of after-sales services on customer satisfaction has been examined. In this context, a theoretical research model has been proposed. In order to determine the effect of after-sales services on customer satisfaction, research was carried out in Turk Telekom A.Ş, which operates in the telecommunication sector. The sample size was determined as 193 Turk Telekom A.Ş. product and service users and the survey data were obtained by interviewing face to face interview form adapted from previous studies. The obtained data were analyzed in the SPSS 16 program. Testing of the research model: correlation and regression analysis, post-sales satisfaction one-way ANOVA analysis according to overall satisfaction level, two Independent Sample T-tests according to segments of corporate subscriptions, and post-hoc techniques to determine satisfaction level differences. In the analysis of factor and reliability, it is seen that the reliability coefficients are high values. In the analysis findings, there was no significant difference between the satisfaction levels of after-sales services of private sector and public sector companies. A parallel has been found between satisfaction with all services offered by the institution and satisfaction with after-sales services. It has been determined that as the warranty and maintenance and repair services from after-sales services develop, customer satisfaction increases. Also, between customer service and call center services and customer satisfaction are found to be a weak but positive relationship. Keywords: After-Sales Services, Customer Satisfaction, Post-Purchase Behavior, Customer Loyalty.