An Experiment On Customer Satisfaction Measurement Using Personification Method and a Comparison with the Results of an Quantitative Method

Abstract

This research aims to develop a qualitative research method that can be used to determine customer satisfaction, one of the most important issues in marketing, in a comprehensive, descriptive, accurate, and simple way. In recent years, the importance of qualitative research in the field of marketing has been increasing. For example, in this direction, the satisfaction with the college and the opinions about the college of college students from different classes were studied. The opinions of 115 students, collected using the personalization technique within the descriptive phenomenological design, were tested, and the findings were compared with the results obtained from the same students by quantitative means. As a result of the research, it was found that the average value of general satisfaction, which was obtained by 17 open-ended questions, differed from the results of the quantitative research by only 3%. On the other hand, students' opinions were grouped under themes, which were divided into four categories. In order to shorten and simplify the method, the results of the two questions selected from the questions were compared with the general results. In this direction, it was found that the information provided by the open-ended question "If it was an animal, which animal would it be? And why?" asked to the participants was sufficient to reveal the general satisfaction and attitude themes. It was understood that this question revealed results covering both quantitative and qualitative research results in the overall satisfaction measurement. This question is expected to be useful in easily revealing the obvious or implicit perceptions of customers about a brand