Customer objections and negative word-of-mouth communication: An application in automotive sector

The basic purpose of this study is to determine whether or not the participants vary in terms of customer complaints, word-of-mouth communication, negative word-of-mouth communication and satisfaction according to their demography and personality characteristics. The customers, who received goods and service from the X automobile authorized service operating in the city center of Bolu, have been taken as samples in the study. The questionnaire was conducted to 447 individuals by the non-random convenience sampling method. The data acquired were analyzed and interpreted in SPSS program. Frequency analysis was performed in order to determine the demographic characteristics. In the study, the validity and reliability of the scale items were analyzed with the factor analysis and reliability analysis, the relationship of the scale scores was analyzed with the Spearman correlation test, and the variability of the scale scores according to the demographic variables was analyzed with Manner Whitney and Kruskal Wallis tests. As a result, it was found out that in general of the said problems, the majority of the participants complained about high prices. It was seen that most of the participants have told their problems and complaints in the business to an average of 10 people including their friends and family members through negative word-of-mouth communication. Finally, it has seen that the participants' attitudes towards the customer complaints vary according to the demographic and personality characteristics.