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The Effect of Complaint Management on Brand Value: An Application on the Trc3 Region

Year 2022, , 677 - 690, 31.12.2022
https://doi.org/10.33712/mana.1121715

Abstract

Complaint management and brand value concepts have a wide place in the literature. Complaint management appears as an opportunity for businesses to gain customers as well as a threat to lose customers. This study examines how complaint management affects brand value. In the study, the effect of complaint management on brand value was examined. The study was carried out on the customers of GSM operators. As the sample of the study, 389 GSM operator customers in the TRC3 region were determined. Study data were obtained through an online questionnaire. The effect of complaint management on brand value was observed by analyzing the collected data. According to the results of the analysis, it is seen that the complaint management has a positive effect on brand value, satisfaction and trust. In addition, satisfaction and trust, which are examined as mediating variables, were found to have a positive role in the effect of complaint management on brand value. In this context, businesses that want to create satisfaction and trust should listen and analyze their customers' complaints well.

References

  • AKER, David A. (1991), Managing Brand Equity: Capitalising on the Value of a Brand Name, The Free Press, New York.
  • ALABAY, Mehmet Nurettin (2012), “Müşteri Şikayetleri Yönetimi”, Uluslararası Yönetim İktisat ve İşletme Dergisi, S.8(16), ss.137-158.
  • BARIŞ, Gülfidan (2006), Kusursuz Müşteri Memnuniyeti İçin Şikâyet Yönetimi, MediaCat Yayınları, İstanbul.
  • BARLOW, Janelle ve MOLLER, Claus (1999), Her Şikâyet Bir Armağandır (Çev. Günhan Günay), Rota Yayınları, İstanbul.
  • BAŞ, Mehmet (2015), Marka Yönetimi, Detay Yayıncılık, Ankara.
  • BLODGETT, Jeffrey G., HILL, Donna J. ve TAX, Stephen S. (1997), “The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior”, Journal of Retailing, S.73(2), ss.185-210.
  • BOZGEYİK, Abdullah (2005), Rekabet Avantajı İçin Müşteri İlişkileri Yönetimi, Hayat Yayınları, İstanbul.
  • BTK – BİLGİ TEKNOLOJİLERİ VE İLETİŞİM KURUMU (2019), Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu: 2019 Yılı 4. Çeyrek, BTK Yayını, Ankara, https://www.btk.gov.tr/uploads/pages/pazar-verileri/4-ceyrekraporu-2019-final.pdf (Erişim Tarihi: 05.01.2021).
  • DAVIDOW, Moshe (2000), “The Bottom Line Impact of Organizational Responses to Customer Complaints”, Journal of Hospitality & Tourism Research, S.24(4), ss.473-490.
  • DURMUŞ, Beril, YURTKORU, Serra E. ve ÇİNKO, Murat (2011), Sosyal Bilimlerde SPSS’le Veri Analizi, Beta Yayıncılık, İstanbul.
  • FARQUHAR, Peter H. (1989), “Managing Brand Equity”, Journal of Advertising Research, S.1(3), ss.24-33.
  • FRIELE, Roland ve SLUIJS, Emmy M. (2006), “Patient Expectations of Fair Complaint Handling in Hospitals: Empirical Data”, BMC Health Services Research, S.6(1), ss.106.
  • FRIELE, Roland, REITSMA, P. ve DE JONG, Judith (2015), “Complaint Handling in Healthcare: Expectation Gaps between Physicians and the Public; Results of a Survey Study”, BMC Research Notes, S.8(1), ss.529.
  • GEGEZ, Ercan (2010), Pazarlama Araştırmaları, Beta Yayıncılık, İstanbul.
  • GELBRICH, Katja ve ROSCHK, Holger (2011), “A Meta-Analysis of Organizational Complaint Handling and Customer Responses”, Journal of Service Research, S.14(1), ss.24-43.
  • GÖKDENİZ, İsmail, BOZACI, İbrahim ve KARAKAYA, Ertuğrul (2011), “Şikâyet Yönetim Süreci Sonrası Memnuniyeti Etkileyen Faktörler Üzerine Bir Araştırma”, Selçuk Üniversitesi SBE Dergisi, S.26(1), ss.174-183.
  • GÜRBÜZ, Sait ve ŞAHİN, Faruk (2017), Sosyal Bilimlerde Araştırma Yöntemleri, Seçkin Yayıncılık, Ankara.
  • KAU, Ah Keng ve LOH, Elizabeth W. (2006), “The Effects of Service Recovery on Consumer Satisfaction: A Comparison between Complainants and Non-Complainants”, Journal of Services Marketing, S.20(2), ss.101-11.
  • KELLER, Kevin Lane (2000), The Brand Report Card. Harvard Business Review on Marketing, Harward Business School Press, Cambridge.
  • KELLER, Kevin Lane ve LEHMANN, Donald R. (2006), “Brands and Branding: Research Findings and Future Priorities”, Marketing Science, S.25(6), ss.740-759.
  • KOTLER, Philip (2010), Marketing 3.0, John Wiley & Sons Publisher, New Jersey (US).
  • KOTLER, Philip ve KELLER, Kevin Lane (2006), Marketing Management, Pearson Prentice Hall, New Jersey (US).
  • LLOYD‐BOSTOCK, Sally ve MULCAHY, Linda (1994), “The Social Psychology of Making and Responding to Hospital Complaints: An Account Model of Complaint Processes”, Law & Policy, S.16(2), ss.123-147.
  • NAKİP, Mahir (2005), Pazarlama Araştırmalarına Giriş, Seçkin Yayıncılık, İstanbul.
  • OSARENKHOE, Aihie, BIRUNGI KOMUNDA, Mabel ve MBIITO BYARUGABA, Jotham (2017), “Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty”, International Review of Management and Marketing, S.7(1), ss.197-208.
  • REAST, Jon David (2003), “The Role of Brand Trust within Related and Unrelated Brand Extension Activities: a Consumer Perspective”, Doctoral Thesis, Leeds University Business School, Leeds.
  • REICHHELD, Frederick F. ve SASSER, Earl (1990), “Zero Defections Quality Comes to Services”, Harvard Business Review, S.68, ss.105-111.
  • SEKARAN, Uma (1992), Research Methods For Business, A Skil Building Approach, John Wiley & Sons Inc., New York, 2th Edition.
  • SINGH, Jagdip ve PANDYA, Shefali (1991), “Exploring the Effects of Consumers′ Dissatisfaction Level on Complaint Behaviours”, European Journal of Marketing, S.25(9), ss.7-21.
  • SINGH, Jagdip ve WILKES, Robert E. (1996), “When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates”, Journal of the Academy of Marketing Science, S.24(4), ss.350-365.
  • STEVENS, Jennifer L., SPAID, Brian I., BREAZEALE, Michael ve ESMARK JONES, Carol L. (2018), “Timeliness, Transparency, and Trust: A Framework for Managing Online Customer Complaints”, Business Horizons, S.61(3), ss.375-384,
  • TİMUR, Necdet ve SARIYER, Nilsun (2004), “Kayseri’deki Otomobil Bayilerinde Müşteri Tatmin Aracı Olarak Şikâyet Toplama Yöntemlerine İlişkin Bir Uygulama”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, S.17(2), ss.9-32.
  • TÜİK – TÜRKİYE İSTATİSTİK KURUMU (2020), 2019 Yılı Adrese Dayalı Nüfus Kayıt Sistemi İstatistikleri, TÜİK Yayını, Ankara.
  • VÁZQUEZ, Rodolfo, RİO, Belen A. ve IGLESIAS, Victor (2002), “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, S.18(2), ss.27-48.
  • WASHBURN, Judith H. ve PLANK, Richard E. (2002), “Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale”, Journal of Marketing Theory and Practise, S.10(1), ss.44-62.
  • WEITZL, Wolfgang J. ve HUTZINGER, Clemens (2019), “Rise and Fall of Complainants’ Desires: The Role of Pre-Failure Brand Commitment and Online Service Recovery Satisfaction”, Computers in Human Behavior, S.97, ss.116-129.
  • YILMAZ, Cengiz, VARNALI, Kaan ve TARİ KASNAKOĞLU, Berna (2016), “How do Firms Benefit from Customer Complaints?”, Journal of Business Research, S.69(2), ss.944-955.
  • ZEITHAML, Valarie A. ve BITNER, Mary Jo (2000), Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill Publisher, Boston (US), 2nd Edition.
  • www.sikayetvar.com (Erişim Tarihi: 05.01.2021).

Şikâyet Yönetiminin Marka Değerine Etkisi: TRC3 Bölgesi Üzerine Bir Uygulama

Year 2022, , 677 - 690, 31.12.2022
https://doi.org/10.33712/mana.1121715

Abstract

Şikâyet yönetimi ve marka değeri kavramları işletme literatüründe geniş bir yere sahiptir. Şikâyet yönetimi işletmeler için hem müşteri kazanmaları için bir fırsat hem de olabilecek kusurlardan dolayı müşteri kaybetmeleri için bir tehdit olarak görülmektedir. Yapılan çalışmada şikâyet yönetiminin marka değeri üzerindeki etkisi incelenmiştir. Çalışma evreni, GSM operatörlerinin müşterilerinden oluşmaktadır. Çalışmanın örneklemi TRC3 bölgesinde kolayda örnekleme ile seçilen GSM operatörü müşterileridir. Örneklemden çevrimiçi anket yoluyla 389 adet veri toplanmıştır. Toplanan verilerle faktör, güvenilirlik, korelasyon ve regresyon analizleri yapılarak şikâyet yönetiminin marka değeri üzerindeki etkisi gözlemlenmiştir. Yapılan analiz sonuçlarına göre şikâyet yönetiminin marka değeri, memnuniyet ve güven üzerinde olumlu bir etkiye sahip olduğu görülmektedir. Ayrıca aracı değişkenler olarak incelenen memnuniyet ve güvenin de şikâyet yönetiminin marka değerine etkisinde olumlu bir rolü olduğu tespit edilmiştir. Bu bağlamda memnuniyet ve güven oluşturmak isteyen işletmelerin müşterilerinin şikâyetlerini iyi anlayıp analiz etmelerinin gerektiği söylenebilir.

References

  • AKER, David A. (1991), Managing Brand Equity: Capitalising on the Value of a Brand Name, The Free Press, New York.
  • ALABAY, Mehmet Nurettin (2012), “Müşteri Şikayetleri Yönetimi”, Uluslararası Yönetim İktisat ve İşletme Dergisi, S.8(16), ss.137-158.
  • BARIŞ, Gülfidan (2006), Kusursuz Müşteri Memnuniyeti İçin Şikâyet Yönetimi, MediaCat Yayınları, İstanbul.
  • BARLOW, Janelle ve MOLLER, Claus (1999), Her Şikâyet Bir Armağandır (Çev. Günhan Günay), Rota Yayınları, İstanbul.
  • BAŞ, Mehmet (2015), Marka Yönetimi, Detay Yayıncılık, Ankara.
  • BLODGETT, Jeffrey G., HILL, Donna J. ve TAX, Stephen S. (1997), “The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior”, Journal of Retailing, S.73(2), ss.185-210.
  • BOZGEYİK, Abdullah (2005), Rekabet Avantajı İçin Müşteri İlişkileri Yönetimi, Hayat Yayınları, İstanbul.
  • BTK – BİLGİ TEKNOLOJİLERİ VE İLETİŞİM KURUMU (2019), Türkiye Elektronik Haberleşme Sektörü Üç Aylık Pazar Verileri Raporu: 2019 Yılı 4. Çeyrek, BTK Yayını, Ankara, https://www.btk.gov.tr/uploads/pages/pazar-verileri/4-ceyrekraporu-2019-final.pdf (Erişim Tarihi: 05.01.2021).
  • DAVIDOW, Moshe (2000), “The Bottom Line Impact of Organizational Responses to Customer Complaints”, Journal of Hospitality & Tourism Research, S.24(4), ss.473-490.
  • DURMUŞ, Beril, YURTKORU, Serra E. ve ÇİNKO, Murat (2011), Sosyal Bilimlerde SPSS’le Veri Analizi, Beta Yayıncılık, İstanbul.
  • FARQUHAR, Peter H. (1989), “Managing Brand Equity”, Journal of Advertising Research, S.1(3), ss.24-33.
  • FRIELE, Roland ve SLUIJS, Emmy M. (2006), “Patient Expectations of Fair Complaint Handling in Hospitals: Empirical Data”, BMC Health Services Research, S.6(1), ss.106.
  • FRIELE, Roland, REITSMA, P. ve DE JONG, Judith (2015), “Complaint Handling in Healthcare: Expectation Gaps between Physicians and the Public; Results of a Survey Study”, BMC Research Notes, S.8(1), ss.529.
  • GEGEZ, Ercan (2010), Pazarlama Araştırmaları, Beta Yayıncılık, İstanbul.
  • GELBRICH, Katja ve ROSCHK, Holger (2011), “A Meta-Analysis of Organizational Complaint Handling and Customer Responses”, Journal of Service Research, S.14(1), ss.24-43.
  • GÖKDENİZ, İsmail, BOZACI, İbrahim ve KARAKAYA, Ertuğrul (2011), “Şikâyet Yönetim Süreci Sonrası Memnuniyeti Etkileyen Faktörler Üzerine Bir Araştırma”, Selçuk Üniversitesi SBE Dergisi, S.26(1), ss.174-183.
  • GÜRBÜZ, Sait ve ŞAHİN, Faruk (2017), Sosyal Bilimlerde Araştırma Yöntemleri, Seçkin Yayıncılık, Ankara.
  • KAU, Ah Keng ve LOH, Elizabeth W. (2006), “The Effects of Service Recovery on Consumer Satisfaction: A Comparison between Complainants and Non-Complainants”, Journal of Services Marketing, S.20(2), ss.101-11.
  • KELLER, Kevin Lane (2000), The Brand Report Card. Harvard Business Review on Marketing, Harward Business School Press, Cambridge.
  • KELLER, Kevin Lane ve LEHMANN, Donald R. (2006), “Brands and Branding: Research Findings and Future Priorities”, Marketing Science, S.25(6), ss.740-759.
  • KOTLER, Philip (2010), Marketing 3.0, John Wiley & Sons Publisher, New Jersey (US).
  • KOTLER, Philip ve KELLER, Kevin Lane (2006), Marketing Management, Pearson Prentice Hall, New Jersey (US).
  • LLOYD‐BOSTOCK, Sally ve MULCAHY, Linda (1994), “The Social Psychology of Making and Responding to Hospital Complaints: An Account Model of Complaint Processes”, Law & Policy, S.16(2), ss.123-147.
  • NAKİP, Mahir (2005), Pazarlama Araştırmalarına Giriş, Seçkin Yayıncılık, İstanbul.
  • OSARENKHOE, Aihie, BIRUNGI KOMUNDA, Mabel ve MBIITO BYARUGABA, Jotham (2017), “Service Quality as a Mediator of Customer Complaint Behaviour and Customer Loyalty”, International Review of Management and Marketing, S.7(1), ss.197-208.
  • REAST, Jon David (2003), “The Role of Brand Trust within Related and Unrelated Brand Extension Activities: a Consumer Perspective”, Doctoral Thesis, Leeds University Business School, Leeds.
  • REICHHELD, Frederick F. ve SASSER, Earl (1990), “Zero Defections Quality Comes to Services”, Harvard Business Review, S.68, ss.105-111.
  • SEKARAN, Uma (1992), Research Methods For Business, A Skil Building Approach, John Wiley & Sons Inc., New York, 2th Edition.
  • SINGH, Jagdip ve PANDYA, Shefali (1991), “Exploring the Effects of Consumers′ Dissatisfaction Level on Complaint Behaviours”, European Journal of Marketing, S.25(9), ss.7-21.
  • SINGH, Jagdip ve WILKES, Robert E. (1996), “When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates”, Journal of the Academy of Marketing Science, S.24(4), ss.350-365.
  • STEVENS, Jennifer L., SPAID, Brian I., BREAZEALE, Michael ve ESMARK JONES, Carol L. (2018), “Timeliness, Transparency, and Trust: A Framework for Managing Online Customer Complaints”, Business Horizons, S.61(3), ss.375-384,
  • TİMUR, Necdet ve SARIYER, Nilsun (2004), “Kayseri’deki Otomobil Bayilerinde Müşteri Tatmin Aracı Olarak Şikâyet Toplama Yöntemlerine İlişkin Bir Uygulama”, Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, S.17(2), ss.9-32.
  • TÜİK – TÜRKİYE İSTATİSTİK KURUMU (2020), 2019 Yılı Adrese Dayalı Nüfus Kayıt Sistemi İstatistikleri, TÜİK Yayını, Ankara.
  • VÁZQUEZ, Rodolfo, RİO, Belen A. ve IGLESIAS, Victor (2002), “Consumer-Based Brand Equity: Development and Validation of a Measurement Instrument”, Journal of Marketing Management, S.18(2), ss.27-48.
  • WASHBURN, Judith H. ve PLANK, Richard E. (2002), “Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale”, Journal of Marketing Theory and Practise, S.10(1), ss.44-62.
  • WEITZL, Wolfgang J. ve HUTZINGER, Clemens (2019), “Rise and Fall of Complainants’ Desires: The Role of Pre-Failure Brand Commitment and Online Service Recovery Satisfaction”, Computers in Human Behavior, S.97, ss.116-129.
  • YILMAZ, Cengiz, VARNALI, Kaan ve TARİ KASNAKOĞLU, Berna (2016), “How do Firms Benefit from Customer Complaints?”, Journal of Business Research, S.69(2), ss.944-955.
  • ZEITHAML, Valarie A. ve BITNER, Mary Jo (2000), Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill Publisher, Boston (US), 2nd Edition.
  • www.sikayetvar.com (Erişim Tarihi: 05.01.2021).
There are 39 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Rıdvan Bütün 0000-0001-6088-4053

Osman Özdemir 0000-0001-8880-1459

Publication Date December 31, 2022
Published in Issue Year 2022

Cite

APA Bütün, R., & Özdemir, O. (2022). Şikâyet Yönetiminin Marka Değerine Etkisi: TRC3 Bölgesi Üzerine Bir Uygulama. Uluslararası Yönetim Akademisi Dergisi, 5(3), 677-690. https://doi.org/10.33712/mana.1121715