The measurement of automobile service quality with the European customer satisfaction index model (ECSI)

Customer satisfaction becomes even more significant for companies in the service sector in terms of profitability and success as competition intensifies. Within the scope of this research, the service quality of an authorized automobile service was examined by basing on the ECSI model. In the ECSI model, IMJ, MB, AK, AD, MM, MS and MS factors are included. The model was developed by adding the GVN factor as a regulatory variable. After a comprehensive literature review, measurement questions were created to best represent the factors in the research model. The research model was analyzed using the KEKK-YEM method and the SmartPLS (v.4.0.9.2) package program. As a result of the analysis, only the H6 hypothesis was not supported among the 13 tested hypotheses. According to the results of the hypothesis test, it was determined that the highest correlation coefficient was between MM and MS, and between MD and AK. In addition, MB affects MM not directly but indirectly. In this case, MB forms MM with the effect of AD and AK. Furthermore, it was found that the GVN factor included in the model had an enhancing effect on the relationship between AK and MM. Finally, the index score for MM was calculated as 72,75. Although customers are generally satisfied with the authorized service, their expectations are not fully met.