Müşteri Şikayet Niyeti Üzerine Bir Araştırma

Year 2019, Volume: 5 Issue: 2, 68 - 81, 31.12.2019

Hasan Hüseyin Ceylan

Abstract

Müşteri
şikâyetleri, işletmelerin sorunların farkına varmaları ve iş süreçlerini
iyileştirmeleri için otantik ve değerli bir bilgi kaynağıdır. Ancak, memnun
olmayan müşterilerin çoğu farklı nedenlerle işletmelere şikâyette bulunmayı
tercih etmemektedir. Bu nedenle, şirketlerin şikâyet yönetim politikaları
müşteriyi şikâyete teşvik edici olmalı ve şikâyet sürecinin adil, hızlı ve şeffaf
olmasını sağlamalıdır. Bu amaçla müşterilerin şikâyet davranışlarının
incelenerek şikâyet yönetim sürecinin buna göre planlanması önemlidir.

Bu
çalışmanın amacı, memnuniyetsizlik durumunda müşterilerin şikâyette bulunma
niyetini etkileyen faktörlerin incelenmesidir. Bu amaçla oluşturulan araştırma
modeli yapısal eşitlik modellemesi ile analiz edilmiştir. Araştırma modelinde
davranışsal kontrol, algılanan başarı olasılığı, öznel norm, itibar kaygısı ve
tutum dışsal değişkenler, davranışsal niyet ise içsel değişken olarak
belirlenmiştir. Araştırma bulguları, davranışsal kontrol, öznel norm ve itibar
kaygısı ile niyet arasındaki ilişkiye tutumun aracılık ettiğini göstermektedir.
Araştırma bulguları ayrıca algılanan başarı olasılığının davranışsal niyet üzerinde
doğrudan veya dolaylı bir etkisi olmadığını göstermektedir.

Keywords

Müşteri Memnuniyetsizliği, Şikâyet Davranışı, Müşteri Şikâyet Niyeti, Yapısal Eşitlik Modellemesi

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