Scores and opinions about car maintenance and repair shops as an example of word-of-mouth marketing in digital social networks

Lotko, Aleksander

doi:10.29119/1641-3466.2023.169.28

Artykuł - szczegóły

Tytuł artykułu

Scores and opinions about car maintenance and repair shops as an example of word-of-mouth marketing in digital social networks

Autorzy

Lotko Aleksander

Treść / Zawartość

Pełne teksty:

Pobierz

Identyfikatory

DOI

10.29119/1641-3466.2023.169.28

Warianty tytułu

Języki publikacji

Abstrakty

Purpose: Identification of scores and opinions about licensed car maintenance and repair shops in Radom on the basis of the word-of-mouth message in digital social networks. Design/methodology/approach: Licensed car maintenance and repair shops located in Radom were selected for the research. There are 20 of them. In order to identify a word-of-mouth message about them, data available in Google Maps were used – both numerical scores and opinions. Total amount of 3561 entries was considered. A mixed quantitative-qualitative approach was assumed: the statistics of scores were analysed quantitatively, while the content of the posted opinions was analysed qualitatively. Findings: Average scores for all car maintenance and repair shops are included in the interval <4,0; 4,6>. The total weighted average score is 4,3. A sharp polarization among opinions was stated, resulting in dividing them into two groups: clearly positive and clearly negative ones. On one hand, opinions encompassing substantive marks of overall high service level, professionalism, competence and quickness in delivering services, contact and information, as well as friendly atmosphere and staff friendliness dominate among the positive ones. They are often posted by loyal customers, who repeatedly take advantage of the services. On the other hand, clearly emotional opinions, expressed as a result of a single incident of not fulfilling customer expectations in a blatant way or neglecting them dominate among negative ones. Research limitations/implications: Research concerning a limited geographical region. Research should be treated as a pilotage. Practical implications: Information concerning scores and opinions about car maintenance and repair shops can make a starting point for identifying the areas of service quality which demand improvement. Originality/value: An innovative assessment of service quality in car maintenance and repair shops performed with the use of word-of-mouth data available in a digital social network.

Słowa kluczowe

service quality car maintenance repair shop word of mouth social network

jakość usług warsztat naprawy samochodów plotka sieć społeczna

Wydawca

Wydawnictwo Politechniki Śląskiej

Czasopismo

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

Rocznik

2023

Tom

z. 169

Strony

479--496

Opis fizyczny

Bibliogr. 40 poz.

Twórcy

autor

Lotko Aleksander

aleksander.lotko@uthrad.pl

Kazimierz Pułaski University of Technology and Humanities in Radom

https://orcid.org/0000-0003-4420-7495

Bibliografia

1. Adetunji, R., Rashid, S., Ishak, M. (2018). Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia. Malaysian Journal of Communication, Vol. 34, No. 1, pp. 1-19, doi: 10.17576/JKMJC-2018-3401-01.
2. Austin, T., Dopust, R. (2008). Projektowanie dla nowych mediów. Warszawa: PWN.
3. Auto Expo (2014). Charakterystyka rynku w Polsce. Warszawa: Auto Expo Parts, Tires & Service.
4. Berndt, A. (2009). Investigating service quality dimensions in South African motor vehicle servicing. African Journal of Marketing Management, Vol. 1, No. 1, pp. 1-9, doi: 10.5897/AJMM.9000050.
5. Berndt, A., Herbst, F. (2006). Service quality in the motor vehicle industry in South Africa: An exploratory study. South African Business Review, Vol. 10, No. 2, pp. 97-110.
6. Borbis (2020). Opinie w internecie i ich wpływ na decyzje zakupowe. Retrieved from: http://borbis.pl, 01.12.2022.
7. Budzanowska-Drzewięcka, M. (2015). Oddziaływanie rekomendacji blogerów na zamiar dokonania zakupów w internecie u młodych dorosłych. Zeszyty Naukowe Uniwersytetu Szczecińskiego - Problemy Zarządzania, Finansów i Marketingu, No. 39, pp. 109-120, doi: 10.18276/pzfm.2015.39-09.
8. Chandler, D., Munday, R. (2011). Oxford Dictionary of Media and Communication. New York: Oxford.
9. Elistina, A., Naemah, A. (2011). Customers’ Perceptions on the Service Quality in the Motor Vehicle Repair and Service Industry: An Exploratory Study in Klang Valley, Malaysia. Petranika Journal of Social Sciences and Humanities, Vol. 19, No. 2.
10. Engler-Jasieczek, A. (2012). Decyzje zakupowe podejmujemy online. Retrieved from: http://tylkofmcg.pl, 1.12.2022.
11. Halstead, D. (2020). Negative word of mouth: Substitute for or supplement to consumer complaints? Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 15, pp. 1-12.
12. Huang, Y., Huang, M., Chen, K. (2003). Service quality evaluation by service quality performance matrix. Total Quality Management & Business Excellence, Vol. 14, No. 1, pp. 79-89, doi: 10.1080/14783360309706.
13. Izogo, E., Ogba, I. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality and Reliability Management, Vol. 32, Iss. 3, pp. 250-269, doi: 10.1108/IJQRM-05-2013-0075.
14. Jain, N., Singh, A., Kaushik, K. (2019). Evaluating service quality in automobile maintenance and repair industry. Asia Pacific Journal of Marketing and Logistics, Vol. 32, pp. 117-134, doi: 10.1108/APJML-07-2018-0277.
15. Jakubowicz, K. (2011). Nowa ekologia mediów. Konwergencja a metamorfoza. Warszawa: Poltext.
16. Jankowski, J. (2007). Komunikacja marketingowa w aplikacjach Web 2.0. Zeszyty Naukowe Uniwersytetu Szczecińskiego, No. 12, pp. 101-119.
17. Kaczmarek-Śliwińska, M. (2011). Social media w działaniach Internet PR przedsiębiorstw polskiego rynku. In: J. Olędzki (Ed.), Public relations we współczesnym świecie: między służbą organizacji i społeczeństwu. Warszawa: Aspra.
18. Kankam-Kwarteng, C., Acheampong, S., Amoateng, F. (2016). Service Quality and Customers’ Willingness to Pay for Vehicle Repairs and Maintenance Services. Journal of Scientific Reports and Research, Vol. 10, No. 5, pp. 1-11, doi: 10.14738/abr.69.5142.
19. Kaufmann, H. et al. (2019). Consumer-brand relationship development in the automotive market: an integrative model. International Journal of Automotive Technology and Management, Vol. 19, No. 3-4, pp. 321-340, doi: 10.1504/IJATM.2019.10022009.
20. Kelly, K. (1998). New Rules for the New Economy: 10 Radical Strategies for a Connected World. New York: Fourth Estate.
21. Kwan, Y. (2018). Motivations to engage in word of mouth from non-market participants: A study using automotive business as the field of investigation. Singapore: Singapore Management University.
22. Lotko, A. (2008). Efektywność marketingu szeptanego a modele komunikacji. Zeszyty Naukowe Uniwersytetu Szczecińskiego - Ekonomiczne Problemy Usług, No. 25, pp. 89-96.
23. Lotko, M., Lotko, A. (2016). Jakościowe kryteria doboru części zamiennych do samochodów osobowych. Radom: INW Spatium.
24. Lotko, M., Lotko, A., Korneta, P. (2018). Jakość usług obsługi technicznej i naprawy samochodów osobowych. Radom: INW Spatium.
25. Luo, A., Baker, A., Donthu, N. (2019). Capturing dynamics in the value for brand recommendations from word-of-mouth conversations. Journal of Business Research, Vol. 104, pp. 247-260, doi: 10.1016/j.jbusres.2019.07.015.
26. McLuhan, E., Zingrone, F. (2001). Marshall McLuhan – Wybór tekstów. Poznań: Zysk i S-ka.
27. Nasir, M., Adil, M., Dhamija A. (2021). The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences, Vol. 13, pp. 2549-2560, doi: 10.55927/eajmr.v1i11.1989.
28. Newsweek (2016). Ile samochodów jeździ po świecie? Retrieved from: http://www.newsweek.pl, 21.11.2022.
29. O’Reilly, T. (2005). What Is Web 2.0. Design Patterns and Business Models for the Next Generation of Software. San Francisco: O’Reilly Media Inc.
30. Radziszewska, A. (2013). Perspektywy rozwoju internetowych rekomendacji konsumenckich. Zarządzanie i Finanse, No. 1.
31. Rosen, E. (2003). Fama. Anatomia marketingu szeptanego. Poznań: Media Rodzina.
32. Sadowski, R. (2020). Lokalne biznesy muszą dbać o opinie konsumentów. Prowly Magazine. Retrieved from: http://prowly.com, 1.12.2022.
33. Sanak-Kosmowska, K. (2020). Wpływ rekomendacji online na decyzje zakupowe młodych konsumentów. In: L. Bohdanowicz, P. Dziurski (Eds.), Innowacje i marketing we współczesnych przedsiębiorstwach. Wybrane zagadnienia. Warszawa: SGH
34. Schneider, H. (2012). Agency Problems and Reputation in Expert Services: Evidence from Auto Repair. The Journal of Industrial Economics, Vol. 60, Iss. 3, pp. 406-433.
35. SDCM (2017). Motoryzacja w Polsce i Europie 2016. Warszawa: Stowarzyszenie Dystrybutorów i Producentów Części Motoryzacyjnych.
36. Ślązak, E. (2019). Web 2.0 jako nowy wymiar Internetu. Retrieved from: http://viem.viennalife.pl/pl/artykuly/Web-2-0, 2.12.2022.
37. Stavanović, I., Stanojević, D., Nedić, A. (2011). Setting the after sale process and quality control at car dealerships to the purpose of increasing clients satisfaction. Journal of Applied Engineering Science, Vol. 11, No. 2, pp. 81-88, doi: 10.5937/jaes11-3821.
38. Wijaya, P. et al. (2022). The Effect of Brand Experience on Brand Loyalty in Indonesian automotive Industry: The Mediating Role of Customer Satisfaction and Brand Trust. Journal of Business and Management Review, Vol. 3, No. 2, pp. 106-118, doi: 10.47153/jbmr32.3002022.
39. Włodarczyk, M., Janczewski, J. (2011). Warsztaty samochodowe w warunkach globalizacji. In: Z. Zioło, T. Rachwał (Eds.), Przedsiębiorczość w warunkach globalizacji. Warszawa-Kraków: Uniwersytet Pedagogiczny w Krakowie.
40. Zieliński, Z. (2008). Rola i znaczenie Web 2.0 w funkcjonowaniu przedsiębiorstwa. E-mentor, No. 2, pp. 83-87.

Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2024).

Typ dokumentu

Bibliografia

Identyfikator YADDA

bwmeta1.element.baztech-729c31f3-f6d8-435f-8eec-c6065135ffaa