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The Relationship between Brand Trust and Customer Citizenship Behavior: The Moderating Effect of Service Recovery

Yıl 2024, Cilt: 38 Sayı: 2, 92 - 101, 22.04.2024
https://doi.org/10.16951/trendbusecon.1468587

Öz

Due to the specific service characteristics, customers need to fulfill their duties to ensure the success of the service experience. Customers exhibiting more than expected roles in this process is defined as customer citizenship behavior. These behaviors mainly emerge from the consumer's trust in the business. This study examined the moderating role of customers' satisfaction from the recovery efforts provided by the company in the face of disruptions in the service process in the relationship between trust and customer citizenship behavior (CCB). For this purpose, data were collected by survey method from 524 consumers who were compensated for the mistakes they encountered while shopping from online shopping sites. To evaluate the reliability and validity of the scales, exploratory and confirmatory factor analyses were performed, and structural equation analysis was used to test the hypotheses. As a result of the research, it has been determined that satisfaction with service recovery has a moderating effect on the relationship between brand trust and CCB. The positive impact of brand trust on support behavior is higher for customers who find the recovery satisfactory than those who find these efforts less acceptable.

Kaynakça

  • Aaker, J., Fournier, S., ve Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
  • Ahn, Y. J., Hyun, S. S., ve Kim, I. (2016). City residents’ perception of MICE city brand orientation and their brand citizenship behavior: A case study of Busan, South Korea. Asia Pacific Journal of Tourism Research, 21(3), 328-353.
  • Aiken, L.S. ve West, S.G. (1991). Multiple regression: Testing and interpreting interaction. SAGE Publications, Newbury Park, CA:
  • Anaza, N. A. (2014). Personality antecedents of customer citizenship behaviors in online shopping situations. Psychology & Marketing, 31(4), 251-263.
  • Anaza, N. A., ve Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140.
  • Anderson, J. C., ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
  • Andreassen, T. W. (2001). From disgust to delight: Do customers hold a grudge?. Journal of Service Research, 4(1), 39-49.
  • Armistead, C.G., Clarke, G. ve Stanley, P. (1995). Managing service recovery. Cranfield School of Management.
  • Auh, S., Bell, J.S., McLeod, C.S. ve Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83 (3), 359-70.
  • Bitner, M. J., Booms, B. H., ve Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71–84.
  • Bove, L., Robertson, N., ve Pervan, S. (2003). Customer citizenship behaviours: Towards the development of a typology. In ANZMAC 2003: a celebrations of Ehrenberg and Bass: marketing discoveries, knowledge and contribution, conference proceedings. January (331-338). University of South Australia.
  • Bove, L. L., Pervan, S. J., Beatty, S. E., ve Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
  • Bowen, D. E., Schneider, B., ve Kim, S. S. (2000). Shaping service cultures through strategic human resource management. In T. A. Swartz & D. Iacobucci (Eds.), Handbook of services marketing and management: 439-454. Thousand Oaks, CA: Sage
  • Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming. 2nd ed. Routledge/Taylor & Francis Group.
  • Choi, B. ve Choi, B. J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1/2), 108-131.
  • Choi, B., ve La, S. (2013). The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery. Journal of Services Marketing, 27(3), 223-233.
  • Cohen, J., Cohen, P., West, S. G., ve Aiken, L. S. (2003). Applied multiple regression correlation analysis for the behavioral sciences. Lawrence Erlbaum Associates, Publishers, London.
  • Dang, Nguyen, N., ve Pervan, S. (2020). Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust. Journal of Retailing and Consumer Services, 55, 102082.
  • Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories. A multi group invariance analysis. European Journal of Marketing, 38(5–6), 573–592.
  • Delgado-Ballester, E. ve Munuera-Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35, 1238-1258
  • DeWitt, T., Nguyen, D. T., ve Marshall, R. (2008). Exploring customer loyalty following service recovery: The mediating effects of trust and emotions. Journal of Service Research, 10(3), 269-281.
  • Eastlick, M. A., Lotz, S. L., ve Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Fornell, C., ve Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing Research, 24(4), 337-346.
  • Geldes, C., Felzensztein, C., Turkina, E. ve Durand, A. (2015). How does proximity affect interfirm marketing cooperation? A study of an agribusiness cluster. Journal of Business Research, 68(2), 263-272.
  • Groth, M.(2005). Customers as good soldiers: examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7-27.
  • Grönroos, C. (1988). New competition in the service economy: The five rules of service. International Journal of Operations & Production Management. 8 (3), 9-19.
  • Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4(4), 447-469.
  • Guo, G., ve Zhou, X. (2013). Research on organizational citizenship behavior, trust and customer citizenship behavior. International Journal of Business and Management, 8(16), 86.
  • Hair, J.F.Jr, Black, W.C., Babin, B.J., Anderson, R.E. ve Tatham, R.L. (2005). Multivariate data analysis (6th Edition). Pearson, Prentice Hall: New Jersey
  • Hair, J. F., Gabriel, M., ve Patel, V. (2014). AMOS covariance-based structural equation modeling (CB-SEM): Guidelines on its application as a marketing research tool. Brazilian Journal of Marketing, 13(2), 44-55.
  • Ho, C. W. (2014). Consumer behavior on Facebook: does consumer participation bring positive consumer evaluation of the brand?. EuroMed Journal of Business, 9(3), 252-267.
  • Holloway, B. B., ve Beatty, S. E. (2003). Service failure in online retailing: A recovery opportunity. Journal of Service Research, 6(1), 92-105.
  • Hu, L. T., ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Jöreskog, K. G., ve Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International.
  • Khamitov, M., Grégoire, Y. Ve Suri, A. (2020). A systematic review of brand transgression, service failure recovery and product-harm crisis: Integration and guiding insights. Journal of the Academy of Marketing Science, 48, 519-542.
  • Kim, M. S., Shin, D. J., ve Koo, D. W. (2018). The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior. International Journal of Contemporary Hospitality Management, 30 (7), 2603-2621.
  • Kline, P. (2014). An easy guide to factor analysis. Routledge.
  • Kuo, Y. F., ve Wu, C. M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127-138.
  • Kwon, J. H., Jung, S. H., Choi, H. J., ve Kim, J. (2021). Antecedent factors that affect restaurant brand trust and brand loyalty: Focusing on US and Korean consumers. Journal of Product & Brand Management, 30(7), 990-1015.
  • La, S. ve Choi, B. (2012). The role of customer affection and trust in loyalty restoration after service failure and recovery. The Service Industries Journal, 32(1), 105-125.
  • Lee, E. J., ve Park, J. (2010). Service failures in online double deviation scenarios: justice theory approach. Managing Service Quality: An International Journal, 20(19), 46-69.
  • Lengnick-Hall, C. A. (1996). Customer contributions to quality: A different view of the customer-oriented firm. Academy of Management Review, 21(3), 791-824.
  • Lewis, B. R., ve Spyrakopoulos, S. (2001). Service failures and recovery in retail banking: the customers’ perspective. International Journal of Bank Marketing. 19(1), 37-47
  • Liljander, V., ve Roos, I. (2002). Customer‐relationship levels–from spurious to true relationships. Journal of Services Marketing, 16(7), 593-614.
  • Morgan, R. M., ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  • Morrison, E. W. (1996). Organizational citizenship behavior as a critical link between HRM practices and service quality. Human Resource Management, 35(4), 493-512.
  • Odoom, R., Agbemabiese, G. C., ve Hinson, R. E. (2020). Service recovery satisfaction in offline and online experiences. Marketing Intelligence & Planning. 38(1), 1-14
  • Özer, L., Kazancı, Ş., Yılmazel, S.E., Küpeli, T.Ş., Demiray, D.K., Ozanözgü, A.M., Yaylacı, A., Onuklu, N.N. (2016). Hizmet pazarlaması güncel konular ve yaklaşımlar, Detay Yayıncılık, Ankara.
  • Patterson, P. G., Razzaque, M. A., ve Terry, C. S. L. (2003). Customer citizenship behaviour in service organisations: A social exchange model. In Proceedings of the Australian and New Zealand Academy Conference (2079-2089).
  • Phan, A., Nguyen, H., ve Pham, T. (2021). Relationship between service recovery, customer satisfaction and customer loyalty: Empirical evidence from e-retailing. Uncertain Supply Chain Management, 9(1), 1-10.
  • Ranjan, K. R., ve Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290-315.
  • Robinson, L., Neeley, S. E., ve Williamson, K. (2011). Implementing service recovery through customer relationship management: Identifying the antecedents. Journal of Services Marketing, 25(2), 90-100.
  • Schermelleh-Engel, K., Moosbrugger, H., ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Shams, G., Rather, R., Abdur Rehman, M., ve Lodhi, R. N. (2021). Hospitality-based service recovery, outcome favourability, satisfaction with service recovery and consequent customer loyalty: An empirical analysis. International Journal of Culture, Tourism and Hospitality Research, 15(2), 266-284.
  • Singh, J., ve Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.
  • Sousa, R., ve Voss, C. A. (2009). The effects of service failures and recovery on customer loyalty in e‐services: An empirical investigation. International Journal of Operations & Production Management, 29(8), 834-864.
  • Srinivasan, S., Anderson, R., ve Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
  • Tabachnick, B. G., ve Fidell, L. S. (2001). Using multivariate statistics. 4th Edition, Allyn and Bacon, Boston.
  • Tabachnick, B.G., ve Fidell, L.S. (2013). Using multivariate statistics. 6th Edition., Boston: Pearson Education.
  • Tax, S. S., Brown, S. W., ve Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, 62(2), 60-76.
  • Xie, L., Poon, P., ve Zhang, W. (2017). Brand experience and customer citizenship behavior: the role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268-280.
  • Van Tonder, E., & De Beer, L. T. (2018). New perspectives on the role of customer satisfaction and commitment in promoting customer citizenship behaviours. South African Journal of Economic and Management Sciences, 21(1), 1-11.
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Marka Güveni ve Müşteri Vatandaşlık Davranışı Arasındaki İlişki: Hizmet Telafisinin Düzenleyici Etkisi

Yıl 2024, Cilt: 38 Sayı: 2, 92 - 101, 22.04.2024
https://doi.org/10.16951/trendbusecon.1468587

Öz

Hizmetlerin kendilerine özgü özellikleri nedeniyle hizmet deneyiminin başarılı olabilmesi için müşterilerin kendisine düşen görevleri yerine getirmesi oldukça önemlidir. Müşterilerin bu süreçte kendilerinden beklenen rollerden fazlasını sergileme durumu müşteri vatandaşlık davranışı olarak tanımlanmaktadır. Bu durum tüketicinin işletmeye duyduğu güvenin sonucu olarak ortaya çıkmaktadır. Bu çalışmada, müşterilerin, hizmet alım sürecinde yaşanan aksaklıklar karşısında işletmenin sunduğu telafi çabalarından duydukları tatminin, güven ve müşteri vatandaşlık davranışı (MVD) ilişkisindeki düzenleyici rolü incelenmiştir. Bu amaçla çevrim içi alışveriş sitelerinden alışveriş yaparken karşılaştıkları hatalar nedeniyle hizmet telafisi sağlanan 524 tüketiciden anket yöntemi ile veri toplanmıştır. Ölçeklerin güvenilirlik ve geçerliliklerinin değerlendirilebilmesi için keşfedici ve doğrulayıcı faktör analizleri gerçekleştirilmiş olup hipotezlerin test edilmesi için de yapısal eşitlik analizi kullanılmıştır. Araştırma sonucunda hizmet telafisinden duyulan tatminin, marka güveni ile MVD arasındaki ilişkide düzenleyici etkiye sahip olduğu tespit edilmiştir. Telafiyi tatmin edici bulan müşteriler için, daha az tatmin edici bulanlara kıyasla, marka güveninin işletmeye destek davranışına olumlu etkisi daha fazladır.

Kaynakça

  • Aaker, J., Fournier, S., ve Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
  • Ahn, Y. J., Hyun, S. S., ve Kim, I. (2016). City residents’ perception of MICE city brand orientation and their brand citizenship behavior: A case study of Busan, South Korea. Asia Pacific Journal of Tourism Research, 21(3), 328-353.
  • Aiken, L.S. ve West, S.G. (1991). Multiple regression: Testing and interpreting interaction. SAGE Publications, Newbury Park, CA:
  • Anaza, N. A. (2014). Personality antecedents of customer citizenship behaviors in online shopping situations. Psychology & Marketing, 31(4), 251-263.
  • Anaza, N. A., ve Zhao, J. (2013). Encounter-based antecedents of e-customer citizenship behaviors. Journal of Services Marketing, 27(2), 130-140.
  • Anderson, J. C., ve Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
  • Andreassen, T. W. (2001). From disgust to delight: Do customers hold a grudge?. Journal of Service Research, 4(1), 39-49.
  • Armistead, C.G., Clarke, G. ve Stanley, P. (1995). Managing service recovery. Cranfield School of Management.
  • Auh, S., Bell, J.S., McLeod, C.S. ve Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83 (3), 359-70.
  • Bitner, M. J., Booms, B. H., ve Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71–84.
  • Bove, L., Robertson, N., ve Pervan, S. (2003). Customer citizenship behaviours: Towards the development of a typology. In ANZMAC 2003: a celebrations of Ehrenberg and Bass: marketing discoveries, knowledge and contribution, conference proceedings. January (331-338). University of South Australia.
  • Bove, L. L., Pervan, S. J., Beatty, S. E., ve Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705.
  • Bowen, D. E., Schneider, B., ve Kim, S. S. (2000). Shaping service cultures through strategic human resource management. In T. A. Swartz & D. Iacobucci (Eds.), Handbook of services marketing and management: 439-454. Thousand Oaks, CA: Sage
  • Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming. 2nd ed. Routledge/Taylor & Francis Group.
  • Choi, B. ve Choi, B. J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1/2), 108-131.
  • Choi, B., ve La, S. (2013). The impact of corporate social responsibility (CSR) and customer trust on the restoration of loyalty after service failure and recovery. Journal of Services Marketing, 27(3), 223-233.
  • Cohen, J., Cohen, P., West, S. G., ve Aiken, L. S. (2003). Applied multiple regression correlation analysis for the behavioral sciences. Lawrence Erlbaum Associates, Publishers, London.
  • Dang, Nguyen, N., ve Pervan, S. (2020). Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust. Journal of Retailing and Consumer Services, 55, 102082.
  • Delgado-Ballester, E. (2004). Applicability of a brand trust scale across product categories. A multi group invariance analysis. European Journal of Marketing, 38(5–6), 573–592.
  • Delgado-Ballester, E. ve Munuera-Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35, 1238-1258
  • DeWitt, T., Nguyen, D. T., ve Marshall, R. (2008). Exploring customer loyalty following service recovery: The mediating effects of trust and emotions. Journal of Service Research, 10(3), 269-281.
  • Eastlick, M. A., Lotz, S. L., ve Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Fornell, C., ve Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: a theoretical analysis. Journal of Marketing Research, 24(4), 337-346.
  • Geldes, C., Felzensztein, C., Turkina, E. ve Durand, A. (2015). How does proximity affect interfirm marketing cooperation? A study of an agribusiness cluster. Journal of Business Research, 68(2), 263-272.
  • Groth, M.(2005). Customers as good soldiers: examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7-27.
  • Grönroos, C. (1988). New competition in the service economy: The five rules of service. International Journal of Operations & Production Management. 8 (3), 9-19.
  • Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets. International Business Review, 4(4), 447-469.
  • Guo, G., ve Zhou, X. (2013). Research on organizational citizenship behavior, trust and customer citizenship behavior. International Journal of Business and Management, 8(16), 86.
  • Hair, J.F.Jr, Black, W.C., Babin, B.J., Anderson, R.E. ve Tatham, R.L. (2005). Multivariate data analysis (6th Edition). Pearson, Prentice Hall: New Jersey
  • Hair, J. F., Gabriel, M., ve Patel, V. (2014). AMOS covariance-based structural equation modeling (CB-SEM): Guidelines on its application as a marketing research tool. Brazilian Journal of Marketing, 13(2), 44-55.
  • Ho, C. W. (2014). Consumer behavior on Facebook: does consumer participation bring positive consumer evaluation of the brand?. EuroMed Journal of Business, 9(3), 252-267.
  • Holloway, B. B., ve Beatty, S. E. (2003). Service failure in online retailing: A recovery opportunity. Journal of Service Research, 6(1), 92-105.
  • Hu, L. T., ve Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Jöreskog, K. G., ve Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International.
  • Khamitov, M., Grégoire, Y. Ve Suri, A. (2020). A systematic review of brand transgression, service failure recovery and product-harm crisis: Integration and guiding insights. Journal of the Academy of Marketing Science, 48, 519-542.
  • Kim, M. S., Shin, D. J., ve Koo, D. W. (2018). The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior. International Journal of Contemporary Hospitality Management, 30 (7), 2603-2621.
  • Kline, P. (2014). An easy guide to factor analysis. Routledge.
  • Kuo, Y. F., ve Wu, C. M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127-138.
  • Kwon, J. H., Jung, S. H., Choi, H. J., ve Kim, J. (2021). Antecedent factors that affect restaurant brand trust and brand loyalty: Focusing on US and Korean consumers. Journal of Product & Brand Management, 30(7), 990-1015.
  • La, S. ve Choi, B. (2012). The role of customer affection and trust in loyalty restoration after service failure and recovery. The Service Industries Journal, 32(1), 105-125.
  • Lee, E. J., ve Park, J. (2010). Service failures in online double deviation scenarios: justice theory approach. Managing Service Quality: An International Journal, 20(19), 46-69.
  • Lengnick-Hall, C. A. (1996). Customer contributions to quality: A different view of the customer-oriented firm. Academy of Management Review, 21(3), 791-824.
  • Lewis, B. R., ve Spyrakopoulos, S. (2001). Service failures and recovery in retail banking: the customers’ perspective. International Journal of Bank Marketing. 19(1), 37-47
  • Liljander, V., ve Roos, I. (2002). Customer‐relationship levels–from spurious to true relationships. Journal of Services Marketing, 16(7), 593-614.
  • Morgan, R. M., ve Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  • Morrison, E. W. (1996). Organizational citizenship behavior as a critical link between HRM practices and service quality. Human Resource Management, 35(4), 493-512.
  • Odoom, R., Agbemabiese, G. C., ve Hinson, R. E. (2020). Service recovery satisfaction in offline and online experiences. Marketing Intelligence & Planning. 38(1), 1-14
  • Özer, L., Kazancı, Ş., Yılmazel, S.E., Küpeli, T.Ş., Demiray, D.K., Ozanözgü, A.M., Yaylacı, A., Onuklu, N.N. (2016). Hizmet pazarlaması güncel konular ve yaklaşımlar, Detay Yayıncılık, Ankara.
  • Patterson, P. G., Razzaque, M. A., ve Terry, C. S. L. (2003). Customer citizenship behaviour in service organisations: A social exchange model. In Proceedings of the Australian and New Zealand Academy Conference (2079-2089).
  • Phan, A., Nguyen, H., ve Pham, T. (2021). Relationship between service recovery, customer satisfaction and customer loyalty: Empirical evidence from e-retailing. Uncertain Supply Chain Management, 9(1), 1-10.
  • Ranjan, K. R., ve Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290-315.
  • Robinson, L., Neeley, S. E., ve Williamson, K. (2011). Implementing service recovery through customer relationship management: Identifying the antecedents. Journal of Services Marketing, 25(2), 90-100.
  • Schermelleh-Engel, K., Moosbrugger, H., ve Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Shams, G., Rather, R., Abdur Rehman, M., ve Lodhi, R. N. (2021). Hospitality-based service recovery, outcome favourability, satisfaction with service recovery and consequent customer loyalty: An empirical analysis. International Journal of Culture, Tourism and Hospitality Research, 15(2), 266-284.
  • Singh, J., ve Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.
  • Sousa, R., ve Voss, C. A. (2009). The effects of service failures and recovery on customer loyalty in e‐services: An empirical investigation. International Journal of Operations & Production Management, 29(8), 834-864.
  • Srinivasan, S., Anderson, R., ve Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
  • Tabachnick, B. G., ve Fidell, L. S. (2001). Using multivariate statistics. 4th Edition, Allyn and Bacon, Boston.
  • Tabachnick, B.G., ve Fidell, L.S. (2013). Using multivariate statistics. 6th Edition., Boston: Pearson Education.
  • Tax, S. S., Brown, S. W., ve Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, 62(2), 60-76.
  • Xie, L., Poon, P., ve Zhang, W. (2017). Brand experience and customer citizenship behavior: the role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268-280.
  • Van Tonder, E., & De Beer, L. T. (2018). New perspectives on the role of customer satisfaction and commitment in promoting customer citizenship behaviours. South African Journal of Economic and Management Sciences, 21(1), 1-11.
  • Vargo, S. L. ve Lusch, R.F. (2004a). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1): 1–17.
  • Vargo, S. L. ve Lusch, R. F. (2004b). The four services marketing myths: Remnants from a manufacturing model. Journal of Service Research, 6(4): 324–35.
  • Vargo, S. L. (2008). Customer integration and value creation: Paradigmatic traps and perspectives. Journal of Service Research, 11(2), 211-215.
  • Vargo, S. L., ve Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
  • Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., ve Avramidis, P. K. (2009). Corporate social responsibility: Attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170-180.
  • Wagner, G., Schramm-Klein, H., ve Steinmann, S. (2020). Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment. Journal of Business Research, 107, 256-270.
  • Weun, S., Beatty, S. E., ve Jones, M. A. (2004). The impact of service failure severity on service recovery evaluations and post‐recovery relationships. Journal of Services Marketing, 18(2), 133-146.
  • Yen, H.R., Hsu, S.H-Y. ve Chun-Yao, H. (2011). Good soldiers on the web: Understanding the drivers of participation in online communities of consumption. International Journal of Electronic Commerce, 15 (4), 89-120.
  • Yi, Y., Gong, T., ve Lee, H. (2013). The impact of other customers on customer citizenship behavior. Psychology & Marketing, 30(4), 341-356.
  • Zeithaml, V.A., Berry, L. ve Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of Academy of Marketing Science, 15(2), 150-166.
  • Zhang, M., Dai, X., ve He, Z. (2015). An empirical investigation of service recovery in e-retailing: An operations management perspective. Journal of Service Theory and Practice, 25(3), 348-367.
  • Zhu, T., Liu, B., Song, M., ve Wu, J. (2021). Effects of service recovery expectation and recovery justice on customer citizenship behavior in the E-retailing context. Frontiers in Psychology, 12, 658153.
Toplam 75 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İş Sistemleri (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Çağla Pınar Utkutuğ Bu kişi benim

Ayşegül Ermeç 0000-0003-2914-6209

Erken Görünüm Tarihi 15 Nisan 2024
Yayımlanma Tarihi 22 Nisan 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 38 Sayı: 2

Kaynak Göster

APA Utkutuğ, Ç. P., & Ermeç, A. (2024). Marka Güveni ve Müşteri Vatandaşlık Davranışı Arasındaki İlişki: Hizmet Telafisinin Düzenleyici Etkisi. Trends in Business and Economics, 38(2), 92-101. https://doi.org/10.16951/trendbusecon.1468587

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