Özet:

Purpose - This study aims to show how confidence in the brand in the automotive industry and satisfaction or dissatisfaction from after-sales services influence consumers' attribute tendencies. Method - Two models of satisfaction and dissatisfaction against the services offered by authorized services have been developed in accordance with the purpose of the work. The study has taken advantage of the scenario technique and scales used in literature. The data collected through the survey form from 484 riding car users who form the sample was studied using SPSS version 24 and Lisrel version 8.80 programs with frequency analysis, detection factor analysis and road analysis. The findings have been found that brand confidence affects consumer responsibility references and that responsibility references also affects brand confidence changes. It has been seen that the consumers who have heard the satisfaction of the authorized service services for stable (continuous) reasons have increased their confidence in the car brands. Furthermore, from the service errors in the authorized services; the prosecutor's expectation of procedural justice of the authorized services, and the person who holds the authorized service employee responsible, the expectation of interactive justice is high among the important results of the work. Discussions - The results show that brand confidence affects the consumer's satisfaction to whom and increases the confidence to the side where the consumer's satisfaction is attributed. It is also seen that the trust they hear from the authorized service services is also increased by the trust they hear from the automotive brand. In this context, recommendations for automotive brands and authorized services are presented.

Anahtar Kelimeler: