The Role of Constructive Apology in Customer Forgiveness: A Research on Market Shopping in Kırıkkale Province

Year 2019, Volume: 13 Issue: 19, 1331 - 1347, 30.09.2019

Ertuğrul Karakaya , İbrahim Bozacı

https://doi.org/10.26466/opus.568542

Abstract

In commercial relations, it is inevitable for customers to encounter business errors due to goods, services, processes or employee behaviors. It is known that it is possible that customer attitudes and behaviors become negative as a resutl of business faults. This situation has a negative effect on the achievement of the desired results of the businesses. In order to eliminate the negative consequences of the faults made by firms, it is an important method to ensure that customer forgive the mistakes of the businesses. In this study, the role of constructive apology in customer forgiveness is examined. In this context, firstly, customer forgiveness and the role of apology in customer forgiveness is explained with the help of secondary data that produced intensively in the service sector. Then, primary data is collected by survey method which is carried out in Kırıkkale province with convenience sampling methot in order to examine the relationship between apology and customer forgiveness in the case of business faults that customers face in grocery shopping. According to the results of the analysis, it is determined that constructive apology plays an important role in ensuring the customer forgiveness. When the relationship between constructive apology and forgiveness is compared according to firm fault types, it is seen that apology is more effective in terms of problems about price and payment conditions. Finally, the findings of the research are interpreted and it is aimed to help both academicians and businesses.

Keywords

Business Faults, Apology, Forgiveness, Customer Forgiveness

Yapıcı Özür Dilemenin Müşteri Affediciliğindeki Rolü: Kırıkkale İlinde Market Alışverişlerine Yönelik Bir Araştırma

Abstract

Ticari ilişkilerde, müşterilerin mal, hizmet, süreç veya çalışan davranışları gibi nedenlerle işletme hataları ile karşılaşması kaçınılmazdır. İşletme hataları sonucunda müşteri tutum ve davranışlarının olumsuz hale gelmesinin mümkün olduğu bilinmektedir. Bu durumun işletmelerin istedikleri sonuçlara ulaşmasını olumsuz etkilemesi söz konusudur. İşletmelerin yaptığı hataların olumsuz sonuçlarını ortadan kaldırmada, müşterinin işletme hatalarını affetmesini sağlamak önemli bir yöntemdir. Bu çalışmada, yapıcı özür dilemenin müşteri affediciliğindeki rolü incelenmektedir. Bu kapsamda, öncelikle müşteri affediciliği ve özür dilemenin müşteri affediciliğindeki rolü, hizmet sektöründe yoğun olarak gerçekleştirilen ikincil veriler yardımıyla açıklanmaktadır. Ardından, müşterilerin market alışverişlerinde karşılaştığı işletme hatalarında özür dileme ve müşteri affediciliği ilişkisini incelemek için Kırıkkale ilinde kolayda örnekleme yöntemiyle gerçekleştirilen anket çalışmasıyla birincil veriler toplanmaktadır. Analiz sonuçlarına göre, yapıcı özür dilemenin müşterinin işletmeyi affetmesini sağlamada önemli rol üstlendiği tespit edilmektedir. Hata türlerine göre, yapıcı özür dilemenin affedicilikle ilişkileri karşılaştırıldığında, fiyat ve ödeme koşullarıyla ilgili hatalarda özür dilemenin daha etkili olduğu görülmektedir. Son olarak, araştırma bulguları yorumlanmakta ve hem akademisyenlere hemde işletmelere yardımcı bir çalışma olması hedeflenmektedir.

Keywords

İşletme Hataları, Özür Dileme, Affedicilik, Müşteri affediciliği

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