THE EFFECT OF CUSTOMERS’ SATISFACTION WITH AFTER SALES SERVICES ON PERCIEVED VALUE OF THE PURCHASED PRODUCT: A RESEARCH ON WHITE GOODS

In this study, it was aimed to measure the effect of customers’ satisfaction level on after sales services on products’ percieved value for the white goods, which is found in almost every home and one of the first product groups that come to mind in durable customer goods. At the same time, it is tested how percieved value and satisfaction level differs according to brands and some demographic factors. For the study, considering the benefit of the research results for the field research, Inegol district of Bursa province has been chosen. Data were collected from the customers in here by using a questionnaire consisting of questions with five point Likert Scale about the percieved value and customers’ satisfaction level on after sale services. The data collected from 268 participants and analyzed by using Structural Equation Model via AMOS and T and ANOVA tests in SPSS. The hypotheses included in the research were; for the white goods, the customers’ perceived value and its sub-dimensions, quality value, monetary value, social value and emotional value dimension, are positively affected by the level of satisfaction on after-sales service by one by. According to the p and t values obtained by testing the structural model by using AMOS program, it is seen that the five hypotheses within the model are supported. In other words, it is seen that SSH satisfaction level affects the perceived value, together with its sub-dimensions, separately, closely and strongly. In addition, it was understood that the perceived value and satisfaction level did not show a significant difference according to the brand of the product and gender of the participants. According to income level and education level, the level of satisfaction did not show a significant difference but it was determined that there were significant differences in perceived value.