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SEYAHAT ACENTALARINDA UYGULANMAKTA OLAN MÜŞTERİ ŞİKÂYET ÇÖZÜM TÜRLERİ ÜZERİNE BİR ARAŞTIRMA

Year 2010, Volume: 13 Issue: 24, 241 - 253, 01.12.2010

Abstract

Problem Durumu: Seyahat acentaları, müşterilerine sundukları hizmetlerle ilgili çok çeşitli yollarla çok sayıda şikayetler almaktadır. Eğer acentalar gelen şikayetleri dikkate alıp müşteri beklentileri doğrultusunda çözerlerse ve benzer şikayetle bir daha karşılaşmamak için gerekli düzeltme ve düzenlemeleri yaparlarsa, söz konusu şikayetler acentalar için hizmetlerini geliştirmelerine katkıda bulunacak birer geri bildirim olur. Ancak, şikayetler dikkate alınıp müşteri beklentileri doğrultusunda çözümlenmezse, acentalar açısından müşteri kaybı yaşanacaktır. Bu duruma düşmemek için acentaların birer şikayet çözüm sistemleri olmalıdır. Araştırmanın Amacı: Araştırma, seyahat acentalarının paket turlarla ilgili karşılaştıkları şikayetleri hangi yollarla aldıklarını ve bu şikayetleri nasıl çözümlediklerini belirlemeye yöneliktir. Yöntem: Araştırmada öncelikle literatürde kullanılan şikayet çözüm türleri belirlenmiştir. Daha sonra literatürden yararlanılarak geliştirilen anket, İstanbul’daki A Grubu seyahat acentaları üzerinde 2008 yılı Şubat-Mayıs ayları arasında kolayda örnekleme yöntemi ile uygulanmıştır. Temas yöntemi olarak yüz yüze, e-posta ve fakstan yararlanılmıştır. Veri analizinde tanımlayıcı istatistiklerin yanı sıra faktör analizinden de yararlanılmıştır. Bulgular ve Sonuç: Yapılan araştırma verilerine göre acentalar en çok telefonla şikayet almaktadırlar. Aldıkları bu şikayetlerin çözümünde ise acentalar, en sık etkileşimsel çözüm yollarına başvurmaktadırlar Öneriler: Gelecek yıllarda da devamlılığını sürdürmek ve karlılığını arttırmak isteyen bir seyahat acentasının kullanabileceği yöntemlerden biri, müşteri memnuniyetini arttırarak müşteri bağlılığını sağlamasıdır. Bunun için de şikayetlerin çözümünde hem maddi hem de maddi olmayan çözüm yöntemlerini bir arada kullanmalıdır

References

  • Alicke, M.D., Braun, J.C., Glor, J.E., Klotz, M.L., Magee, J. ve Sederhlm, H. (1992). Complaining behavior in social interaction, Personality and Social Psychology Bulletin, 18(3), 286-295.
  • Barış, G. (2006). Kusursuz müşteri memnuniyeti için müşteri memnuniyeti. İstanbul: Mediacat Kitapları.
  • Blodgett, J. G., Hill, D. J. ve Tax, S. S. (1997). The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior, Journal of Retailing, 73(2), 185-210.
  • Blodgett, J.G. ve Anderson, R.D. (2000). A bayesian network model of the consumer complaint process, Journal of Service Research, 2(4), 321-338.
  • Bowie, D. ve Chang, J. C. (2005). Tourist satisfaction: A view from a mixed international guided package tour, Journal of Vacation Marketing, 11 (4), 303-322.
  • Casielles, R. V. Alvarez, L. S. ve Martin, A. M. D. (2010). Perceived Justice of Service Recovery Strategies: Impact on Customer Satisfaction and Quality Relationship, Psychology & Marketing, 27(5), 487–509.
  • Cornwell, T. B., Bligh, A. D., ve Babakuş, E. (1991). Complaint Behavior of Mexican-American Consumers to a Third-Party Agency, The Journal of Consumer Affairs, 25(1), 1- 18.
  • Davidow, M. (2003). Organizational responses to customer complaints: What works and what doesn’t, Journal Of Service Research, 5(3), 225-250.
  • Day, R.L., Grabicke, K., Schaetzle, T. ve Staubach, F. (1981). The hidden agenda of consumer complaining, Journal of Retailing, 57(3), 86-106.
  • Gilly, M.C, Stevenson, W. B. ve Yale, L. J. (1991). Dynamics of Complaint Management in the Service organization, The Journal of Consumer affairs, 25(2), 295 – 322.
  • Gürsoy, D., McCleary, K.W. ve Lepsito, L.R., (2003). Propensity To Complain: Effects of Personality and Behavioral Factors, Journal of Hospitality and Tourism Research, 31(3), 358-386
  • Hart, C. W. L. (1988). The power of unconditional service guarantees. Harvard Business Review, July-August, 54- 62.
  • Kalaycı, Ş. (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Ankara: Asil Yayın Dağıtım.
  • Karatepe, O. M. (2006). Customer complaints and organizational responses: the effects of complainants’ perceptions on satisfaction and loyalty, Hospitality Management, 25, 69- 90.
  • Kim, T. T., Kim, W. G. ve Kim, H. B. (2008). The Effects of Perceived Justice on Recovery Satisfaction, Trust, Word-Of-Mouth, And Revisit İntention in Upscale Hotels, Tourism Management, 30, 51–62.
  • Kozak, M. (2007). Turizm sektöründe tüketicilerin şikayetlerini bildirme eğilimleri. Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(1), 137-151.
  • Kozak, M. ve Rimmington, M. (1999). Measuring tourist destination comprehensiveness: Conceptual considerations and empirical findings. Hospitality Management, 18, 273-283.
  • Lewis, R.C. ve Morris, S.V. (1987). The positive side of guest complaints, The Cornell H.R.A. Quarterly, 27(4), 13- 15.
  • Maxham, J. G. ve Netemeger, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent, Journal of Retailing, 78, 239-252
  • Ramsey, R. D. (2010). How To Handle Customer Complaints, American Salesman, 55(6), 25 – 30.
  • Rothenberger, S., Grewal, D. ve Iyer, G. R. (2008). Understanding the Role of Complaint Handling on Consumer Loyalty in Service Relationships, Journal of Relationship Marketing, 7(4), 359 – 376.
  • Schoefer, K. (2007). Customer evaluations of tour operators’ responses to their complaints: An exploratory study, www.nottingham.ac.uk/ttri/pdf/2002_5.pdf, 12.11.2007, 1-11.
  • Tax, S.S ve Brown, S.W. (1998). Recovering and learning from service failure, Sloan Management Review, Güz, 75-89.
  • Tax, S.S, Brown, S.W. ve Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship maketing, Journal of Marketing, 62, 60-76.
  • www.tursab.org.tr, 11.04.2008
  • Yim, C.K., Gu, F.F., Chan, K.W. ve Tse, D.K. (2003). Justice based service recovery expectations: Measurement and antecedents, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 16,36- 52.

A Study on Customer Complaint Solving Types in Travel Agencies

Year 2010, Volume: 13 Issue: 24, 241 - 253, 01.12.2010

Abstract

Problem Statement: Travel agencies receive different kinds of complaints in different ways from their customers about their services. If the agents consider the complaints and solve them in the way of customer wants and make the necessary arrangement and adjustment in order not to receive similar ones, complaints will help agents as feedback to improve their services. But if the complaints were not taken into account and solved in the way of customer expectations, travel agencies will loose customers. Travel agencies must have complaint solution systems in order not to loose customers. Research Aims: The aim of this study is to determine how travel agencies are receiving the customer complaints related with packaged tours and how they are solving them. Research Method: Primarily, the different types of solutions which were frequently cited in the literature had been presented. In the next phase a survey study was conducted to “A Group” travel agencies operating in Istanbul between the months of February and May 2008 via convenience sampling. Face to face, e-mail and fax were used as the contact methods. Besides descriptive statistics, factor analysis was used in data analysis. Findings and Results: According to the research data, travel agencies have mostly received the customer complaints via telephone. As a reaction travel agencies are dealing with these complaints in interactional ways Proposals: In order to sustain their business achievements and the profitability, travel agencies should give prior importance to provide customer loyalty through increasing the customer satisfaction. For this reason travel agencies should employ both monetary and non-monetary tools in solving the complaints to achieve their goal

References

  • Alicke, M.D., Braun, J.C., Glor, J.E., Klotz, M.L., Magee, J. ve Sederhlm, H. (1992). Complaining behavior in social interaction, Personality and Social Psychology Bulletin, 18(3), 286-295.
  • Barış, G. (2006). Kusursuz müşteri memnuniyeti için müşteri memnuniyeti. İstanbul: Mediacat Kitapları.
  • Blodgett, J. G., Hill, D. J. ve Tax, S. S. (1997). The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior, Journal of Retailing, 73(2), 185-210.
  • Blodgett, J.G. ve Anderson, R.D. (2000). A bayesian network model of the consumer complaint process, Journal of Service Research, 2(4), 321-338.
  • Bowie, D. ve Chang, J. C. (2005). Tourist satisfaction: A view from a mixed international guided package tour, Journal of Vacation Marketing, 11 (4), 303-322.
  • Casielles, R. V. Alvarez, L. S. ve Martin, A. M. D. (2010). Perceived Justice of Service Recovery Strategies: Impact on Customer Satisfaction and Quality Relationship, Psychology & Marketing, 27(5), 487–509.
  • Cornwell, T. B., Bligh, A. D., ve Babakuş, E. (1991). Complaint Behavior of Mexican-American Consumers to a Third-Party Agency, The Journal of Consumer Affairs, 25(1), 1- 18.
  • Davidow, M. (2003). Organizational responses to customer complaints: What works and what doesn’t, Journal Of Service Research, 5(3), 225-250.
  • Day, R.L., Grabicke, K., Schaetzle, T. ve Staubach, F. (1981). The hidden agenda of consumer complaining, Journal of Retailing, 57(3), 86-106.
  • Gilly, M.C, Stevenson, W. B. ve Yale, L. J. (1991). Dynamics of Complaint Management in the Service organization, The Journal of Consumer affairs, 25(2), 295 – 322.
  • Gürsoy, D., McCleary, K.W. ve Lepsito, L.R., (2003). Propensity To Complain: Effects of Personality and Behavioral Factors, Journal of Hospitality and Tourism Research, 31(3), 358-386
  • Hart, C. W. L. (1988). The power of unconditional service guarantees. Harvard Business Review, July-August, 54- 62.
  • Kalaycı, Ş. (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Ankara: Asil Yayın Dağıtım.
  • Karatepe, O. M. (2006). Customer complaints and organizational responses: the effects of complainants’ perceptions on satisfaction and loyalty, Hospitality Management, 25, 69- 90.
  • Kim, T. T., Kim, W. G. ve Kim, H. B. (2008). The Effects of Perceived Justice on Recovery Satisfaction, Trust, Word-Of-Mouth, And Revisit İntention in Upscale Hotels, Tourism Management, 30, 51–62.
  • Kozak, M. (2007). Turizm sektöründe tüketicilerin şikayetlerini bildirme eğilimleri. Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(1), 137-151.
  • Kozak, M. ve Rimmington, M. (1999). Measuring tourist destination comprehensiveness: Conceptual considerations and empirical findings. Hospitality Management, 18, 273-283.
  • Lewis, R.C. ve Morris, S.V. (1987). The positive side of guest complaints, The Cornell H.R.A. Quarterly, 27(4), 13- 15.
  • Maxham, J. G. ve Netemeger, R. G. (2002). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent, Journal of Retailing, 78, 239-252
  • Ramsey, R. D. (2010). How To Handle Customer Complaints, American Salesman, 55(6), 25 – 30.
  • Rothenberger, S., Grewal, D. ve Iyer, G. R. (2008). Understanding the Role of Complaint Handling on Consumer Loyalty in Service Relationships, Journal of Relationship Marketing, 7(4), 359 – 376.
  • Schoefer, K. (2007). Customer evaluations of tour operators’ responses to their complaints: An exploratory study, www.nottingham.ac.uk/ttri/pdf/2002_5.pdf, 12.11.2007, 1-11.
  • Tax, S.S ve Brown, S.W. (1998). Recovering and learning from service failure, Sloan Management Review, Güz, 75-89.
  • Tax, S.S, Brown, S.W. ve Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship maketing, Journal of Marketing, 62, 60-76.
  • www.tursab.org.tr, 11.04.2008
  • Yim, C.K., Gu, F.F., Chan, K.W. ve Tse, D.K. (2003). Justice based service recovery expectations: Measurement and antecedents, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 16,36- 52.
There are 26 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Kamil Unur This is me

A. Celil Çakıcı This is me

Hülya Taştan This is me

Publication Date December 1, 2010
Published in Issue Year 2010 Volume: 13 Issue: 24

Cite

APA Unur, K., Çakıcı, A. C., & Taştan, H. (2010). SEYAHAT ACENTALARINDA UYGULANMAKTA OLAN MÜŞTERİ ŞİKÂYET ÇÖZÜM TÜRLERİ ÜZERİNE BİR ARAŞTIRMA. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(24), 241-253.

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