The Relationship between Brand Trust and Customer Citizenship Behavior: The Moderating Effect of Service Recovery

Year 2024, Volume: 38 Issue: 2, 92 - 101, 22.04.2024

Çağla Pınar Utkutuğ Ayşegül Ermeç

https://doi.org/10.16951/trendbusecon.1468587

Abstract

Due to the specific service characteristics, customers need to fulfill their duties to ensure the success of the service experience. Customers exhibiting more than expected roles in this process is defined as customer citizenship behavior. These behaviors mainly emerge from the consumer's trust in the business. This study examined the moderating role of customers' satisfaction from the recovery efforts provided by the company in the face of disruptions in the service process in the relationship between trust and customer citizenship behavior (CCB). For this purpose, data were collected by survey method from 524 consumers who were compensated for the mistakes they encountered while shopping from online shopping sites. To evaluate the reliability and validity of the scales, exploratory and confirmatory factor analyses were performed, and structural equation analysis was used to test the hypotheses. As a result of the research, it has been determined that satisfaction with service recovery has a moderating effect on the relationship between brand trust and CCB. The positive impact of brand trust on support behavior is higher for customers who find the recovery satisfactory than those who find these efforts less acceptable.

Keywords

Brand trust, Customer citizenship behavior, Service recovery, e-Retailing

Marka Güveni ve Müşteri Vatandaşlık Davranışı Arasındaki İlişki: Hizmet Telafisinin Düzenleyici Etkisi

Abstract

Hizmetlerin kendilerine özgü özellikleri nedeniyle hizmet deneyiminin başarılı olabilmesi için müşterilerin kendisine düşen görevleri yerine getirmesi oldukça önemlidir. Müşterilerin bu süreçte kendilerinden beklenen rollerden fazlasını sergileme durumu müşteri vatandaşlık davranışı olarak tanımlanmaktadır. Bu durum tüketicinin işletmeye duyduğu güvenin sonucu olarak ortaya çıkmaktadır. Bu çalışmada, müşterilerin, hizmet alım sürecinde yaşanan aksaklıklar karşısında işletmenin sunduğu telafi çabalarından duydukları tatminin, güven ve müşteri vatandaşlık davranışı (MVD) ilişkisindeki düzenleyici rolü incelenmiştir. Bu amaçla çevrim içi alışveriş sitelerinden alışveriş yaparken karşılaştıkları hatalar nedeniyle hizmet telafisi sağlanan 524 tüketiciden anket yöntemi ile veri toplanmıştır. Ölçeklerin güvenilirlik ve geçerliliklerinin değerlendirilebilmesi için keşfedici ve doğrulayıcı faktör analizleri gerçekleştirilmiş olup hipotezlerin test edilmesi için de yapısal eşitlik analizi kullanılmıştır. Araştırma sonucunda hizmet telafisinden duyulan tatminin, marka güveni ile MVD arasındaki ilişkide düzenleyici etkiye sahip olduğu tespit edilmiştir. Telafiyi tatmin edici bulan müşteriler için, daha az tatmin edici bulanlara kıyasla, marka güveninin işletmeye destek davranışına olumlu etkisi daha fazladır.

Keywords

Marka güveni, Müşteri vatandaşlık davranışı, Hizmet telafisi, e-Perakendecilik

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