Investigating the Relationships among Complaining Intention and Its Antecedents in Cargo Industry by Means of PLS-Sem

Year 2019, , 835 - 864, 31.07.2019

Çağatan Taşkın , Selin Raçlı

https://doi.org/10.21550/sosbilder.548569

Abstract

The aim of this study
is to investigate the influence of the antecedents of complaining intention
(controllability, level of knowledge, perceived alienation and attitude towards
complaining) on complaining intention of customers in the Cargo sector by means
of PLS-Sem and to make some managerial inferences in order to carry out more
effective customer complaint management for the Cargo companies according to
the results. The main population
of the research consists of customers who have
been exposed to Cargo service failure in Bursa. The data
were collected by online questionnaire and face to face interviews. The
convenience sampling method was used in the research. PLS-Sem was used to test
the research model. The research results show that controllability, level
of knowledge, perceived alienation and attitude towards complaining have
significant influences on complaining intention. Controllability was found to
be the most important antecedent on attitudes towards complaining and
complaining intention.

Keywords

complaining intention, attitude towards complaining, controllability, Cargo industry, PLS-Sem

KARGO HİZMETLERİNDE ŞİKÂYET ETME NİYETİ VE ÖNCÜLLERİ ARASINDAKİ İLİŞKİLERİN PLS-SEM İLE ARAŞTIRILMASI

Abstract

Bu çalışmanın amacı, kargo sektöründe nihai
tüketicilerin şikâyet etme niyetlerinin öncüllerinin (kontrol edilebilirlik,
bilgi düzeyi, algılanan uzaklaşma ve şikâyete yönelik tutum) şikâyet etme
niyeti üzerindeki etkilerini PLS-Sem ile
araştırmak ve elde edilen modelleme sonuçlarına göre kargo hizmetleri sunan
işletmelere müşteri şikâyet yönetimini daha etkin uygulamaları adına bazı
yönetimsel çıkarımlarda bulunmaktır. Araştırma
evrenini, Bursa ilinde yaşayan ve kargo firmalarının hizmetlerinden faydalanan
ve “yakın zamanda yaşanılan olumsuz hizmete” maruz kalmış müşteriler
oluşturmaktadır. Veriler hem online olarak oluşturulan
anket formu hem de yüz yüze yapılan görüşmelerle toplanmıştır. Araştırmada
kolayda örnekleme yöntemi kullanılmıştır. Araştırma modelinin test
edilmesinde PLS-Sem kullanılmıştır. Araştırma
sonuçları kontrol edilebilirliğin,
bilgi düzeyinin, algılanan uzaklaşmanın ve şikâyete yönelik tutumun, şikâyet
niyeti üzerinde önemli bir etkiye sahip olduğunu göstermektedir. Kontrol
edilebilirliğin hem şikâyete yönelik tutumlar hem de şikâyet etme niyeti
üzerinde en önemli öncül olduğu tespit edilmiştir.

Keywords

şikâyet etme niyeti, şikâyete yönelik tutum, kontrol edilebilirlik, Kargo sektörü, PLS-Sem

References

• Allison, Neil K. (1978). “A Psychometric Development of a Test for Consumer Alienation from the Marketplace”. Journal of Marketing Research, C. 15, s. 565-575.
• Bagozzi, Richard P. (1982). “A Field Investigation of Causal Relations Among Cognitions, Affect, Intentions, and Behavior”. Journal of Marketing Research, C. 17, s. 562-584.
• Blodgett, Jeffrey G. vd. (1993), “The Effects of Perceived Justice on Complainants' Negative Word‐of‐Mouth Behavior and Repatronage Intentions”. Journal of Retailing, C. 69, S. 4, s. 399‐428.
• Blodgett, Jeffrey G. vd. (1995). “The Effects of Customer Service on Consumer Complaining Behavior”. Journal of Services Marketing, C. 9 S. 4, s. 31-42.
• Boyd, Henry C. ve Janet E. Helms (2005). “Consumer Entitlement Theory and Measurement”. Psychology & Marketing, C. 22, S. 3, s. 271-286.
• Chang, Wei-Lung vd. (2008). “Building an Integrated Model of Future Complaint Intentions: The Case of Taoyuan International Airport”. Journal of Air Transport Management, C. 14, S. 2, s. 70-74.
• Cheng, Simone ve Terry Lam (2008). “The Role of the Customer–seller Relationship in the Intention of the Customer to Complain: A Study of Chinese Restaurateurs”. International Journal of Hospitality Management, C. 27, S. 4, s. 552-562.
• Cortina, Jose M. (1993). “What Is Coefficient Alpha: An Examination of Theory and Applications?”. Journal of Applied Psychology, C. 78, s. 98-104.
• Davidow, Moshe ve Peter A. Dacin (1997). “Understanding and Influencing Consumer Complaint Behavior: Improving Organizational Complaint Management”. in NA-Advances in Consumer Research C. 24, Ed. Merrie Brucks and Deborah J. MacInnis, Provo, UT: Association for Consumer Research, s. 450-456.
• Day, Ralph L. ve E. Laird Landon (1976). “Collecting Comprehensive Consumer Compliant Data By Survey Research”. Advances in Consumer Research, C. 3, s. 263-268.
• Day, Ralp L. (1980). “Research Perspectives on Consumer Complaining Behavior”. Ed. C.W Lamb, P.M Dunne, Theoretical Developments in Marketing, Chicago: American Marketing Association, s. 211-215.
• Day, Ralp L. vd. (1981). “The Hidden Agenda of Consumer Complaining”. Journal of Retailing, C. 57, S. 3, s. 56-106.
• Fernandes, Daniel Von D. H. ve Cristiane P. D. Santos (2008). “The Antecedents of the Consumer Complaining Behavior (Ccb)”. Association For Consumer Research, C. 35, s. 584-592.
• Folkes, Valerie S. (1984). “Consumer Reactions to Product Failure; An Attributional Approach”. Journal of Consumer Research, C. 10, s. 398-409.
• Fornell, Claes G. ve David F. Larcker (1981). “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”. Journal of Marketing Research, C. 18, S. 1, s. 39-50.
• Gulc, Aleksandra (2017). “Courier Service Quality From the Clients’ Perspective”. Engineering Management in Production and Services, C. 9, S. 1, s. 36-45.
• Hair, Joe vd. (2011). “PLS-SEM: Indeed a Silver Bullet”. Journal of Marketing Theory and Practice, C. 19, s. 139-151.
• Jin, LiYin (2010). “Determinants of Customers’ Complaint Intention: Empirical Study in The Context of China's Retail Industry”. Nankai Business Review International, C. 1, S. 1, s. 87-99.
• Kalamas, Maria vd. (2008). “Reaching the Boiling Point: Consumers’ Negative Affective Reactions to Firm-attributed Service Failures”. Journal of Business Research, C. 61, S. 8, s. 813-824.
• Kim, Chulmin vd. (2003). “The Effect of Attitude and Perception on Consumer Complaint Intentions”. Journal of Consumer Marketing, C. 20, S. 4, s. 352-371.
• Koç, Erdoğan (2018). “Service Failures and Recovery in Hospitality and Tourism: A Review of Literature and Recommendations for Future Research”. Journal of Hospitality Marketing &Management, Article in Press.
• Koç, Erdoğan (2017). Service Failures and Recovery in Tourism and Hospitality. CABI: Wallingford, Oxford.
• Landon, E. Laird (1980). “The Direction of Consumer Complaint Research”. Advances in Consumer Research, C. 7, s. 335-338.
• Matos, Celso Augusto De vd. (2009). “Consumer Reaction to Service Failure and Recovery: the Moderating Role of Attitude Toward Complaining”. Journal of Services Marketing, C. 23, S. 7, s. 462-475.
• Mittal, Vikas vd. (2008). “Customer Complaining: The Role of Tie Strength and Information Control”. Journal of Retailing, C. 84, S. 2, s. 195-204.
• Nyer, Prashanth U. (2000). “An Investigation into Whether Complaining Can Cause Increased Consumer Satisfaction”. Journal of Consumer Marketing, C. 17, S. 1, s. 9-19.
• Olsen, Line L. vd. (2016). “What Drives the Intention to Complain?”. Journal of Service Theory and Practice, C. 26, S. 4, s. 406-429.
• Petzer, D. J. ve P. G. Mostert (2012). “Attitude Towards, and Likelihood of, Complaining in the Banking, Domestic Airline and Restaurant Industries”. Southern African Business Review, C. 16, S. 2, s. 1-23.
• Rezaei, Sajad (2015). “Segmenting Consumer Decision-making Styles (CDMS) Toward Marketing Practice: A Partial Least Squares (PLS) Path Modeling Approach”. Journal of Retailing and Consumer Services, C. 22, s. 1-15.
• Richins, Marsha (1983). “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study”. Journal of Marketing, C. 47, s. 68-78.
• Singh, Jagdip (1988). “Consumer Complaint Intention and Behaviour: Definitional and Taxonomical Issues”. Journal of Marketing, C. 52 S. 1, s. 93-108.
• ------------------ (1989), “Determinants of Consumers’ Decisions to Seek Third Party Redress: An Empirical Study of Dissatisfied Patients”. Journal of Consumer Affairs, C. 23, s. 329-63.
• ------------------ (1990). “A Typology of Consumer Dissatisfaction Response Style”. Journal of Retailing, C. 66, s. 57-99.
• Singh, Jagdip ve Robert E. Wilkes (1996). “When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates”. Journal of the Academy of Marketing Science, C. 24, S. 4, s. 356-365.
• Thøgersen, John vd. (2003). “Complaining: A Function of Attitude, Personality, and Situation”. American Marketing Association Marketing and Public Policy Conference, Washington DC, s. 760-777.
• Tolon, Metehan ve Yasemin Zengin A. (2011). “Demographic Characteristics and Complaint Behavior: An Empirical Study Concerning Turkish Customers”. International Journal of Business and Social Science, C. 2, S. 9, s. 42-48.
• Tronvoll, Bård (2007). “Complainer Characteristics When Exit is Closed”. International Journal of Service Industry Management, C. 18, S. 1, s. 25-51.
• Velázquez, Beatriz M. vd. (2010). “Causes for Complaining Behaviour Intentions: The Moderator Effect of Previous Customer Experience of The Restaurant”. Journal of Services Marketing, C. 24, S. 7, s. 532-545.
• Voorhees, Clay M. ve Michael K. Brady (2005). “A Service Perspective on the Drivers of Complaint Intentions”. Journal of Service Research, C. 8, S. 2, s. 192-204.
• Williams, Terrell G. (2002). “Social Class Influences on Purchase Evaluation Criteria”. Journal of Consumer Marketing, C. 19, S. 3, s. 249-276.
• Wong, K. K. (2013). “Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS”. Marketing Bulletin, Iss. 24, Technical Note 1, s. 1-32.
• Zhao, Wenjie ve Md. Nor Othman (2015). “Predicting and Explaining Complaint Intention and Behaviour of Malaysian Consumers: an Application of The Planned Behaviour Theory”. In International Marketing, C. 21, s. 229-252.