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

Year 2019, Volume: 20 Issue: 37, 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

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