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HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ

Year 2018, Volume: 7 Issue: 1, 159 - 164, 01.09.2018
https://doi.org/10.17261/Pressacademia.2018.873

Abstract

Amaç- Hizmet hataları müşteri memnuniyetsizliğinin önde gelen belirleyicilerindendir. Hizmet hataları herhangi bir hizmet alanında ortaya çıkabilir. Bu çalışmada hizmet hataları bankacılık sektörü kapsamında ele alınmıştır. Bu çalışmanın temel amacı, bankacılık sektöründe hizmet satın alan küçük işletmelerin yaşadığı hizmet hataları sonucunda memnuniyet, güven ve şikâyet etme niyeti değişkenlerinin nasıl etkilendiğinin belirlenmesidir. Bununla birlikte, bu değişkenler arasındaki ilişkiler bir model yardımı ile incelenmiştir. Bu çalışmanın bir başka amacı ise, bu üç hizmet hatası türüne göre memnuniyet, güven ve şikâyet etme niyeti değişkenlerinin farklılaşıp farklılaşmadığının tespit edilmesidir.

Yöntem- Bu amaçlara ulaşmak için, Balıkesir Bandırma ilçesinde bankacılık sektöründe hizmet alan küçük işletme sahiplerinden ihtiyaç duyulan veriler senaryo tekniği ve anket yöntemi kullanılarak toplanmıştır. Her bir hata türüne göre yaklaşık 100’er anket toplanarak, toplam 302 anket ile analizler yapılmıştır.

Bulgular- Analizler sonucunda, her hata türü için; memnuniyetin güveni pozitif ve güçlü bir şekilde etkilediği, memnuniyetin şikâyet etme niyeti üzerinde bir etkisinin olmadığı tespit edilmiştir. Bunların yanı sıra, her hata türü için, güvenin şikâyet etme niyeti üzerinde anlamlı ancak negatif etkiye sahip olduğu görülmüştür. Ayrıca memnuniyet, güven ve şikâyet etme niyetlerinin hizmet türlerine göre farklılık göstermediği tespit edilmiştir.

Sonuç- Analizler sonucunda, her hata türü için; memnuniyetin güveni pozitif ve güçlü bir şekilde etkilediği, memnuniyetin şikâyet etme niyeti üzerinde bir etkisinin olmadığı tespit edilmiştir. Bunların yanı sıra, her hata türü için, güvenin şikâyet etme niyeti üzerinde anlamlı ancak negatif etkiye sahip olduğu görülmüştür. Ayrıca memnuniyet, güven ve şikâyet etme niyetlerinin hizmet türlerine göre farklılık göstermediği tespit edilmiştir.

References

  • Ayaz, S., Torlak, Ö. (2011). Yüksek hızlı tren (YHT) ile seyahat eden yolcularin şikayet etme niyetini etkileyen faktörler. Tüketim ve Tüketim Araştırmaları Dergisi, 3(2), p. 79-116.
  • Bamford, D., Wystouri, T. (2005). A case study of service failure and recovery within an international airline. Managing Service Quality: An International Journal, 15(3), p. 306-322.
  • Bell, C. R., Zemke, R. E. (1987). Service breakdown: the road to recovery, New York.
  • Bitner, M. J., Booms, B. H., Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, p. 71-84.
  • Bulut, Y. (2011). Otellerde müşteri memnuniyeti ve bir uygulama (Samsun örneği). Uluslararası Sosyal Araştırmalar Dergisi, 4(18), p. 389-403.
  • Cengiz, E., Akdu, S., Bostan, M. K. (2015). Sağlık hizmetlerinde hizmet hatası telafi stratejileri. Gümüşhane Üniversitesi Sosyal Bilimler Elektronik Dergisi(12), p. 87-101.
  • Chang, H. S., Hsiao, H. L. (2008). Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer value in the hotel industry. The Service Industties Journal, 28(4), p. 513-528.
  • Duffy, J. A., Miller, J. M., Bexley, J. B. (2006). Banking customers varied reactions to service recovery strategies. International Journal of Bank Marketing, 24(2), p. 112-132.
  • Fornell, C., Westbrook, R. A. (1979). An exploratory study of assertiveness, aggressiveness and consumer complaning behaviour. Advances in Consumer Research(6), p. 105-110.
  • Garg, A. (2013). Service recovery paradox in Indıan banking industry. The South East Asian Journal of Management, 7(2), p. 23-38.
  • Goodwin, C. Ross, I. (1992). Consumer responses to service failures: Influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), p. 149-163.
  • Hirschman, A. O. (1970). Exit, voice and loyalty responses to decline in firms. Cambridge: Harvard University Press.
  • Hoffman, K. D., Kelley, S. W. (2003). A CIT investigation of servicescape failures and associated recovery strategies. Journal of Services Marketing, 17(4).
  • Hosmer, L. T. (1995). Trust: the connecting link between organizational theory and philosophical ethics. Academy of Management Review, 20(2), p. 379-403.
  • Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9, p. 335-355.
  • Kaytancı, B. G., Ergeç, E. H., Toprak, M. (2013). Katılım bankası müşterilerinde bankacılık ürün ve hizmetlerinde yönelik memnuniyet: Türkiye örneği. SESSION 7C: Sektörel Sorunlar, RUSSIA, p. 801-811.
  • Keiningham, T. L., Morgeson, F. V., Aksoy, L., Williams, L. (2014). Service failure severity, customer satisfaction, and market share an examination of the airline industry. Journal of Service Research, 17(4), p. 415-431.
  • Khattak, N. A., Kashif-Ur-Rehman. (2010). Customer satisfaction and awareness of Islamis banking system in Paskistan. African Journal of Business Management, 4(5), p. 662-671.
  • Komunda, M., Osarenkhoe, A. (2012). Remedy or cure for service failure?: Effects of servive recovery on customer satisfaction and loyalty. Business Process Management Journal, 18(1), p. 82-103.
  • Landon, L. E. (1977). A model of consumers’ complain behaviour. L. E. Landon.
  • Leong, J. K., Kim, W. G., Ham, S. (2002). The effects of service recovery on repeat patronage. Journal of Quality Assurance in Hospitality & Tourism, 3(1-2), p. 69-94.
  • Lewis, B. R., & Spyrakopoulos, S. (2001). Service failures and recovery in retail banking: the customers' perspective. International Journal of Bank Marketing, 19(1), p. 37-48.
  • Loo, P. T., Boo, H. C., Khoo-Lattimore, C. (2013). Profiling service failure and customer online complaint motives in the case of single failure and double deviation. Journal of Hospitalit Marketing & Management, 22(7).
  • Lorenzoni, N., Lewis, B. R. (2004). Service recovery in the airline industry: a cross- cultural comparison of the attitudes and behavirours of British and Italian front-line personnel. Managing Service Quality: An International Journal, 14(1), p. 11-25.
  • Malik, G. (2012). Service failure and complaining behavior in Indian banking ındustry: a factor analytic study. Quest-Journal of Management and Research, 3(1), p. 45-52.
  • McCollough, M. A., Berry, L. L., Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), p. 121-137.
  • Mishra, S., Munjal, S. (2013). Service failures and complaints in banks. European Journal of Commerce and Management Research, 2(7), 162-167.
  • Morgan, R. M., Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), p. 20-38.
  • Öztürk, S. A. (2008). Hizmet pazarlaması (8. b). Bursa: Ekin Kitabevi Yayınları.
  • Rousseau, D. M., Sitkin, S. B., Burt, R. S., Camerer, C. (1998). Not so different after all: a cross-discipline view of trust. Academy of Management Review, 23(3), p. 393-404.
  • Singh, J. (1988). Consumer Complaint ıntentions and behavior: definitional and taxonomical issues. Journal of Marketing, 52(1), p. 93-107.
  • Suh, B., Han, I. (2002). Effect of trust on customer acceptance of internet banking. Electronic Commerce Research and Applications, p. 247-263.
  • Swaen, V., Chumpitaz, R. C. (2008). Impact of corporate social responsibility on consumer trust. Recherche at Applications in Marketing, 23(4), p. 7-33.
  • Valenzuela, F. A., Vasquez-Parraga, A. (2006). Trust and commitment as mediating variables in the relationship between satiffacton and hotel guest loyalty. Panorama Socio Economico, (32), p. 18-23.
  • Yang, T. C. (2005). The development of an effective recovery programme after service failures: a case study of restaurants in Glasgow. Tourism and Hospitality Planning & Development, 18(2), p. 39-54.

THE EFFECTS OF SERVICE FAILURES TYPES ON SATISFACTION, TRUST, AND INTENTION TO COMPLAIN

Year 2018, Volume: 7 Issue: 1, 159 - 164, 01.09.2018
https://doi.org/10.17261/Pressacademia.2018.873

Abstract

Purpose- Service failures are one of prominent determinants of customer dissatisfaction. Service failures can occur in any service. In this
study, service failures have been addressed within banking sector. Main purpose of this study is to determine how service failures
experienced by small businesses who buy services in the banking sector affect satisfaction, trust, and intention to complain. Beside, the
effect levels between these variables were examined through a model. Another purpose of this study is to identify whether satisfaction,
trust, and intention to complain differ according to service failure types.
Methodology- In order to achive these purposes, the data was collected from small business serviced by the banks in Bandırma district at
Balikesir province. Data collection methods are scenario and questionnaire techniques. Approximately 100 questionnaires were collected
for each service failure types and total 302 questionnaires were obtained.
Findings- As a result of the analyses, for every service failure types, it has been found that satisfaction affects trust positively and strongly,
trust affects intention to complain negatively and satisfaction has not effect on intention to complain. Furthermore, it has been determined
that satisfaction, trust, and intention to complain variables don’t differ according to service failure types.
Sonuç- As a result of the analyses, for every service failure types, it has been found that satisfaction affects trust positively and strongly,
trust affects intention to complain negatively and satisfaction has not effect on intention to complain. Furthermore, it has been determined
that satisfaction, trust, and intention to complain variables don’t differ according to service failure types

References

  • Ayaz, S., Torlak, Ö. (2011). Yüksek hızlı tren (YHT) ile seyahat eden yolcularin şikayet etme niyetini etkileyen faktörler. Tüketim ve Tüketim Araştırmaları Dergisi, 3(2), p. 79-116.
  • Bamford, D., Wystouri, T. (2005). A case study of service failure and recovery within an international airline. Managing Service Quality: An International Journal, 15(3), p. 306-322.
  • Bell, C. R., Zemke, R. E. (1987). Service breakdown: the road to recovery, New York.
  • Bitner, M. J., Booms, B. H., Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54, p. 71-84.
  • Bulut, Y. (2011). Otellerde müşteri memnuniyeti ve bir uygulama (Samsun örneği). Uluslararası Sosyal Araştırmalar Dergisi, 4(18), p. 389-403.
  • Cengiz, E., Akdu, S., Bostan, M. K. (2015). Sağlık hizmetlerinde hizmet hatası telafi stratejileri. Gümüşhane Üniversitesi Sosyal Bilimler Elektronik Dergisi(12), p. 87-101.
  • Chang, H. S., Hsiao, H. L. (2008). Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer value in the hotel industry. The Service Industties Journal, 28(4), p. 513-528.
  • Duffy, J. A., Miller, J. M., Bexley, J. B. (2006). Banking customers varied reactions to service recovery strategies. International Journal of Bank Marketing, 24(2), p. 112-132.
  • Fornell, C., Westbrook, R. A. (1979). An exploratory study of assertiveness, aggressiveness and consumer complaning behaviour. Advances in Consumer Research(6), p. 105-110.
  • Garg, A. (2013). Service recovery paradox in Indıan banking industry. The South East Asian Journal of Management, 7(2), p. 23-38.
  • Goodwin, C. Ross, I. (1992). Consumer responses to service failures: Influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), p. 149-163.
  • Hirschman, A. O. (1970). Exit, voice and loyalty responses to decline in firms. Cambridge: Harvard University Press.
  • Hoffman, K. D., Kelley, S. W. (2003). A CIT investigation of servicescape failures and associated recovery strategies. Journal of Services Marketing, 17(4).
  • Hosmer, L. T. (1995). Trust: the connecting link between organizational theory and philosophical ethics. Academy of Management Review, 20(2), p. 379-403.
  • Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9, p. 335-355.
  • Kaytancı, B. G., Ergeç, E. H., Toprak, M. (2013). Katılım bankası müşterilerinde bankacılık ürün ve hizmetlerinde yönelik memnuniyet: Türkiye örneği. SESSION 7C: Sektörel Sorunlar, RUSSIA, p. 801-811.
  • Keiningham, T. L., Morgeson, F. V., Aksoy, L., Williams, L. (2014). Service failure severity, customer satisfaction, and market share an examination of the airline industry. Journal of Service Research, 17(4), p. 415-431.
  • Khattak, N. A., Kashif-Ur-Rehman. (2010). Customer satisfaction and awareness of Islamis banking system in Paskistan. African Journal of Business Management, 4(5), p. 662-671.
  • Komunda, M., Osarenkhoe, A. (2012). Remedy or cure for service failure?: Effects of servive recovery on customer satisfaction and loyalty. Business Process Management Journal, 18(1), p. 82-103.
  • Landon, L. E. (1977). A model of consumers’ complain behaviour. L. E. Landon.
  • Leong, J. K., Kim, W. G., Ham, S. (2002). The effects of service recovery on repeat patronage. Journal of Quality Assurance in Hospitality & Tourism, 3(1-2), p. 69-94.
  • Lewis, B. R., & Spyrakopoulos, S. (2001). Service failures and recovery in retail banking: the customers' perspective. International Journal of Bank Marketing, 19(1), p. 37-48.
  • Loo, P. T., Boo, H. C., Khoo-Lattimore, C. (2013). Profiling service failure and customer online complaint motives in the case of single failure and double deviation. Journal of Hospitalit Marketing & Management, 22(7).
  • Lorenzoni, N., Lewis, B. R. (2004). Service recovery in the airline industry: a cross- cultural comparison of the attitudes and behavirours of British and Italian front-line personnel. Managing Service Quality: An International Journal, 14(1), p. 11-25.
  • Malik, G. (2012). Service failure and complaining behavior in Indian banking ındustry: a factor analytic study. Quest-Journal of Management and Research, 3(1), p. 45-52.
  • McCollough, M. A., Berry, L. L., Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), p. 121-137.
  • Mishra, S., Munjal, S. (2013). Service failures and complaints in banks. European Journal of Commerce and Management Research, 2(7), 162-167.
  • Morgan, R. M., Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), p. 20-38.
  • Öztürk, S. A. (2008). Hizmet pazarlaması (8. b). Bursa: Ekin Kitabevi Yayınları.
  • Rousseau, D. M., Sitkin, S. B., Burt, R. S., Camerer, C. (1998). Not so different after all: a cross-discipline view of trust. Academy of Management Review, 23(3), p. 393-404.
  • Singh, J. (1988). Consumer Complaint ıntentions and behavior: definitional and taxonomical issues. Journal of Marketing, 52(1), p. 93-107.
  • Suh, B., Han, I. (2002). Effect of trust on customer acceptance of internet banking. Electronic Commerce Research and Applications, p. 247-263.
  • Swaen, V., Chumpitaz, R. C. (2008). Impact of corporate social responsibility on consumer trust. Recherche at Applications in Marketing, 23(4), p. 7-33.
  • Valenzuela, F. A., Vasquez-Parraga, A. (2006). Trust and commitment as mediating variables in the relationship between satiffacton and hotel guest loyalty. Panorama Socio Economico, (32), p. 18-23.
  • Yang, T. C. (2005). The development of an effective recovery programme after service failures: a case study of restaurants in Glasgow. Tourism and Hospitality Planning & Development, 18(2), p. 39-54.
There are 35 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Binnaz Cinar 0000-0002-0323-9864

Fatih Koc 0000-0002-4751-2340

Publication Date September 1, 2018
Published in Issue Year 2018 Volume: 7 Issue: 1

Cite

APA Cinar, B., & Koc, F. (2018). HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ. PressAcademia Procedia, 7(1), 159-164. https://doi.org/10.17261/Pressacademia.2018.873
AMA Cinar B, Koc F. HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ. PAP. September 2018;7(1):159-164. doi:10.17261/Pressacademia.2018.873
Chicago Cinar, Binnaz, and Fatih Koc. “HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ”. PressAcademia Procedia 7, no. 1 (September 2018): 159-64. https://doi.org/10.17261/Pressacademia.2018.873.
EndNote Cinar B, Koc F (September 1, 2018) HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ. PressAcademia Procedia 7 1 159–164.
IEEE B. Cinar and F. Koc, “HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ”, PAP, vol. 7, no. 1, pp. 159–164, 2018, doi: 10.17261/Pressacademia.2018.873.
ISNAD Cinar, Binnaz - Koc, Fatih. “HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ”. PressAcademia Procedia 7/1 (September 2018), 159-164. https://doi.org/10.17261/Pressacademia.2018.873.
JAMA Cinar B, Koc F. HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ. PAP. 2018;7:159–164.
MLA Cinar, Binnaz and Fatih Koc. “HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ”. PressAcademia Procedia, vol. 7, no. 1, 2018, pp. 159-64, doi:10.17261/Pressacademia.2018.873.
Vancouver Cinar B, Koc F. HİZMET HATASI TÜRLERİNİN MEMNUNİYET, GÜVEN VE ŞİKÂYET ETME NİYETİ ÜZERİNDEKİ ETKİSİ. PAP. 2018;7(1):159-64.

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