Özet:

The aim of this study is to state how the European Customer Satisfaction Index Model works at a luxury car brands after sale services in Marmara Region and also is to examine the validity of the structures by identifying existence of the structure that is different from the original model in the context of the present sample. For this purpose, data was gathered via questionnaire from the customers of the luxury car brands care service that operates at Bursa province of Marmara Region. Then the European Customer Satisfaction Index Model was estimated by using Structural Equation Modeling methodology with the gathered data. Estimation results show that (i) image has effect on customer expectations, perceived quality and customer satisfaction, (ii) customer expectations have effect on perceived quality, (iii) perceived quality has effect on perceived value and customer satisfaction, (iv) perceived value has effect on customer satisfaction and loyalty (This output of the research is original with regard to the European Customer Satisfaction Index Model. Hence there exist no direct relation between perceived value and customer loyalty in the original model.), and (v) customer satisfaction has effect on customer loyalty. Moreover, perceived quality and image were determined to be the most important latent variables with regard to loyalty in the context of the present sample.

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