A National Measure of Quality and Satisfaction
The Turkish National Customer Satisfaction Index (TMME) is an economic indicator that measures customer satisfaction. It's based on modeling customer evaluations of the quality of goods and services that are purchased in Turkey and produced by both domestic and foreign firms that have substantial market shares.
TMME’s model is a set of causal equations that link customer expectations, perceived quality, and perceived value to customer satisfaction (TMME). In turn, satisfaction is linked to consequences as defined by customer complaints and customer loyalty – measured by price tolerance and customer retention.
TMME reports scores on a 0 to 100 scale at the national level. It measures economic sectors, industries, companies and government agencies. In addition to the company-level satisfaction scores, the TMME produces scores for the causes and consequences of customer satisfaction and their relationships.
TMME is based on findings from telephone interviews with customers. Customers for pre-determined industries and the companies are selected by screening a randomly chosen adult (age 18 + for private sector companies). Customers are randomly contacted on telephone at home. Numbers are generated on a basis of national probability samples in 81 provinces of Turkey. The respondent is asked questions about the purchase and use of specific products and services within specified, recent time periods (These periods vary according to the product or service.) Those who made purchases are then asked from which company or which brand the purchase was made. Only those who qualify as customers are then interviewed. TMME scores for each company are based on 100 to 250 customer interviews, based on size of the sector/market share of the company in the sector .
Customer satisfaction is measured at the company level. Thus, when a customer identifies a specific brand or product, the respondent is coded as a customer of the company that produces the brand or product. The score for a particular industry consists of an average of its company scores, weighted by the revenues of the companies included. Sector scores consist of industry scores, weighted by industry revenues. The national TMME score is composed of sector scores, weighted by each sector's contribution to the GDP.
Release of TMME Results
TMME is measured on a quarterly basis. The results are publicly released in well-known media companies (radio, TV, newspaper and magazine), after the completion of each quarter. The corporate subscribers are able to publish their own results in the media, using the advertising guidelines signed with TMME Consortium.
TMME has been developed and is conducted by KARL - KA Research Limited in Turkey in cooperation with Kalder – Turkish Society for Quality and; under the license agreement with ACSI – American Customer Satisfaction Index; with project management support of University of Michigan - Stephen M. Ross Business School and National Quality Research Center (NQRC). ACSI team is led by Prof. Claes Fornell.