RESTORANLARDA ALGILANAN ADALET VE TELAFİ MEMNUNİYETİNİN MEMNUNİYET VE SADAKAT ÜZERİNDEKİ ROLÜ: ADALET TEORİSİNE DAYALI BİR ARAŞTIRMA

Yıl 2018, Cilt: 19 Sayı: 2, 480 - 499, 30.11.2018

Atınç Olcay Yakup Kemal Özekici

Öz

Bu
araştırmanın amacı, restoran işletmelerinde yaşanan hizmet hatalarının
giderilmesinde kullanılan telafi sürecinde, algılanan adalet ve telafi
memnuniyetinin etkisini ortaya koymaktır. Bu kapsamda, memnuniyet, sadakat ve
ağızdan ağıza iletişim eğilimindeki değişikliklerin tespit edilmesinde adalet
teorisi temel alınmıştır. Araştırma, son bir yıl içerisinde herhangi bir yiyecek-içecek
işletmesinde hizmet hatası ve telafi süreci deneyimlemiş olan 1024 katılımcı
üzerinde gerçekleştirilmiştir. Araştırma sonucunda, hizmet hatalarının
yaşandığı bir hizmet deneyimi sonucunda, genel olarak hizmet deneyiminden
duyulan memnuniyet üzerinde telafi sürecinden duyulan memnuniyet ve telafi
sürecine ilişkin adalet eğiliminin kısmen etkili olduğu görülmüştür. Öte
yandan, telafi memnuniyeti ve algılanan adaletin memnuniyeti etkilemesi
durumunda, müşterilerin işletmeye yönelik yeniden ziyaret etme ve tavsiye etme
davranışlarında önemli ölçüde bir değişikliğin ortaya çıkabileceği tespit
edilmiştir. Diğer taraftan, telafi sürecinden duyulan memnuniyetin, algılanan
adalet eğilimine kıyasla yüksek bir açıklama gücüne sahip olduğu görülmüştür. Araştırma
sonucunda teorik ve pratik yönlü öneriler ortaya konulmuştur.

Anahtar Kelimeler

Hizmet hatası, telafi yöntemleri, şikayet yönetimi, adalet teorisi, telafi memnuniyeti, algılanan adalet

Kaynakça

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