Özet:

In the current literature, it is generally assumed that there is a symmetric relationship between product attributes’ performance and customer satisfaction. However, many of the recent studies indicate that this relationship might be asymmetric. The current study aims at identifying the product attributes and comparing them based on two assumptions which posit either a symmetric or an asymmetric relationship between product attributes’ performance and customer satisfaction. Besides, techniques which classify the product attributes according to asymmetric relationship assumption were explained. With this purpose, data from a tour operator’s service quality measurement were used. “Facilities for the children” and “Wellness and SPA Services” which were identified as the least important attributes that have influence on customer satisfaction by regression analysis, accordingly symmetric relationship assumption; were classified as the “excitement factors” by Penalty-Reward-Contrast Analysis, relying on asymmetric assumption. Therefore, business managers are advised to consider the analyses results which are performed by alternative assumptions

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