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HİZMET BAŞARISIZLIĞI SONRASI HİZMET İYİLEŞTİRME SÜRECİ VE TÜKETİCİLERİN HİZMET ADALETİ ALGISI

Year 2015, Volume: 24 Issue: 1, 131 - 144, 30.04.2015

Abstract

Yapılan çalışmalar, müşterilerin başarısızlık sonrası telafileri değerlendirirken adaletli olunup olunmadığını dikkate aldıklarını göstermiştir. Çalışmada hizmet telafisi sonrası algılanan adaletin telafi tatminine etkisi, telafi tatmininin güvene etkisi, telafi tatmini ve güvenin ise tekrar satın alma niyeti ve olumlu ağızdan ağza iletişim yapma niyeti üzerine etkisini incelenmiştir. Bu kapsamda rol oynama tekniğine dayandırılarak oluşturulan anketler 360 kişiye uygulanmış ve çalışma modeli yapısal eşitlik analizi ile test edilmiştir. Analiz sonucunda; adalet boyutlarının telafi tatmini olumlu yönde etkilediği, telafi tatmininin ise güveni, tekrar satın alma ve olumlu ağızdan ağza iletişim yapma niyetini olumlu yönde etkilediği belirlenmiştir. Ayrıca güvenin tekrar satın alma niyetini olumlu yönde etkilerken, olumlu ağızdan ağza iletişim yapma niyetinin üzerinde etkisinin olmadığı ortaya çıkmıştır.

References

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(1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Garbarino, E. & Johnson, M.S. (1999). The different role of satisfaction, trust, and commitment in customer relationship. Journal of Marketing, 63(2), 70-87. Grönroos, C. (2007). Service Management and Marketing. Customer Management In Service Competition (3th. Edition) John Wiley & Sons. Hair, J.F., Anderson, R.E., Tatham, R. L. & Black, W.C. (1995). Multivariate data analysis with readings (4th Edition), Prentice Hall. New Jersey. Haksever, C., Render, B., Russell, R.S. & Murdick, R.G. (2000). Service Management And Operations (2nd edition). New Jersey: Prentice Hall. Hofmann, K.D. & Bateson, J.E.G. (2006). Services Marketing: Concepts, Strategies and Cases (3th Edition), Thomson/South Western. Kau, A.K. & Loh, W.Y. (2006). The effects of service recovery on consumer satisfaction : a comparison between complainants and non-complainants. Journal of Service Marketing. 20(2). 101-111. Kim, T., Kim, W.G. & Kim, H.B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30, 51–62. Kline, R. B. (2005). Principles and practice of structural equation modeling. (2. Baskı), The Guilford Press, New York. Lii, Y.S., Ding, M.C. & Chiang, H. (2012). Relative effects of perceived justice in airline service recovery: Is corporate reputation a double-edged sword?. Business and Information, Sapporo July 3-5, 596-618. Matos, C.A., Henrique, J.L. & Vargas Rossi, C.A. (2007). Service recovery paradox: a meta-analysis. Journal of Service Research, 10(1), 60-77. Mattila, A.S. & Patterson, P.G. (2004). Service recovery and fairness perceptions in collectivist and individalist contexts. Journal of Service Research, 6(4), 336-346. Maxham III, G. J. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Consumer Research, 54, 11-24. Maxham III, J.G. & Netemayer, 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. Mccoll-Kennedy, J.R. & Sparks, B.A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266. McQuilken, L. (2010). The influence of failure severity and employee effort on service recovery in a service guarantee context. Australasian Marketing Journal, 18, 214–221. Morgan, R. M., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. Nunnally, J. C. (1978). Psychometric theory. New York: Mc Graw-Hill. Ok, C., Back, K.J. & Shanklin, C.W. (2005). Modeling roles of service recovery strategy: a relationship –focused view. Journal of Hospitality & Tourism Research, 29, 484 -508. Ong, A.D. & Van Dulmen, M.H.N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press. Parasuraman, A. (1998). Customer service in business-to-business markets: an agenda for Research. Journal of Business and Industrial Marketing, 13 (4/5), 309 - 321. Rio-Lanza, A. B., Vazquez-Casielles, R. & Diaz-Martin A.M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775-781. Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74. Smith, A. K. & Bolton, R. N. (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1), 5-23. Smith, A.K., Bolton, R.N. & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research 36, 356-372. Stauss, B. (2002). The dimensions of complaint satisfaction: process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction, Managing Service Quality, 12(3), 173-183. Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ankara: Ekinoks Yayınları. Tax, S. S., Brown, S.W. & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76.
Year 2015, Volume: 24 Issue: 1, 131 - 144, 30.04.2015

Abstract

References

  • Barakat, L.L., Ramsey, J.R., Lorenz, M. P. & Gosling, M. (2014). Severe service failure recovery revisited: evidence of its determinats in an emerging market context. International Journal of Research in Marketing, 31, 1-5. Blodgett J. G., Hill D. J. & Tax S. S. (1997). The effects of distributive, procedural and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185– 210. Blois, K. J. (1999). Trust in business to business relationships: an evaluation of its status. The Journal of Management Studies, 36 (2), 197-215. Demirali, Y. E. (1995). Ölçeklerde geçerlik ve güvenirlik. M.Ü. Atatürk Eğitim Fakültesi Eğitim Bilimleri Dergisi, 7, 125-148. DeVellis, R.F. (1991). Scale development: theory and applications. Sage Publications, U.S.A. DeWitt, T., Nguyen, D.T. & Marshall, R. (2008). Exploring customer loyalty following service recovery the mediating effect of trust and emotions. Journal of Service Research, 10(3), 269-281. Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. Garbarino, E. & Johnson, M.S. (1999). The different role of satisfaction, trust, and commitment in customer relationship. Journal of Marketing, 63(2), 70-87. Grönroos, C. (2007). Service Management and Marketing. Customer Management In Service Competition (3th. Edition) John Wiley & Sons. Hair, J.F., Anderson, R.E., Tatham, R. L. & Black, W.C. (1995). Multivariate data analysis with readings (4th Edition), Prentice Hall. New Jersey. Haksever, C., Render, B., Russell, R.S. & Murdick, R.G. (2000). Service Management And Operations (2nd edition). New Jersey: Prentice Hall. Hofmann, K.D. & Bateson, J.E.G. (2006). Services Marketing: Concepts, Strategies and Cases (3th Edition), Thomson/South Western. Kau, A.K. & Loh, W.Y. (2006). The effects of service recovery on consumer satisfaction : a comparison between complainants and non-complainants. Journal of Service Marketing. 20(2). 101-111. Kim, T., Kim, W.G. & Kim, H.B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30, 51–62. Kline, R. B. (2005). Principles and practice of structural equation modeling. (2. Baskı), The Guilford Press, New York. Lii, Y.S., Ding, M.C. & Chiang, H. (2012). Relative effects of perceived justice in airline service recovery: Is corporate reputation a double-edged sword?. Business and Information, Sapporo July 3-5, 596-618. Matos, C.A., Henrique, J.L. & Vargas Rossi, C.A. (2007). Service recovery paradox: a meta-analysis. Journal of Service Research, 10(1), 60-77. Mattila, A.S. & Patterson, P.G. (2004). Service recovery and fairness perceptions in collectivist and individalist contexts. Journal of Service Research, 6(4), 336-346. Maxham III, G. J. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Consumer Research, 54, 11-24. Maxham III, J.G. & Netemayer, 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. Mccoll-Kennedy, J.R. & Sparks, B.A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266. McQuilken, L. (2010). The influence of failure severity and employee effort on service recovery in a service guarantee context. Australasian Marketing Journal, 18, 214–221. Morgan, R. M., & Hunt, S. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. Nunnally, J. C. (1978). Psychometric theory. New York: Mc Graw-Hill. Ok, C., Back, K.J. & Shanklin, C.W. (2005). Modeling roles of service recovery strategy: a relationship –focused view. Journal of Hospitality & Tourism Research, 29, 484 -508. Ong, A.D. & Van Dulmen, M.H.N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press. Parasuraman, A. (1998). Customer service in business-to-business markets: an agenda for Research. Journal of Business and Industrial Marketing, 13 (4/5), 309 - 321. Rio-Lanza, A. B., Vazquez-Casielles, R. & Diaz-Martin A.M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775-781. Schermelleh-Engel, K., Moosbrugger, H. & Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research, 8(2), 23-74. Smith, A. K. & Bolton, R. N. (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1), 5-23. Smith, A.K., Bolton, R.N. & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research 36, 356-372. Stauss, B. (2002). The dimensions of complaint satisfaction: process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction, Managing Service Quality, 12(3), 173-183. Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ankara: Ekinoks Yayınları. Tax, S. S., Brown, S.W. & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76.
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Details

Journal Section Makaleler
Authors

Ümit Doğrul

Mehmet İsmail Yağcı

Publication Date April 30, 2015
Submission Date November 15, 2017
Published in Issue Year 2015 Volume: 24 Issue: 1

Cite

APA Doğrul, Ü., & Yağcı, M. İ. (2015). HİZMET BAŞARISIZLIĞI SONRASI HİZMET İYİLEŞTİRME SÜRECİ VE TÜKETİCİLERİN HİZMET ADALETİ ALGISI. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 24(1), 131-144.