MÜŞTERİLERİN HİZMET HATASI VE HİZMET TELAFİSİNE YÖNELİK ALGILARININ DEMOGRAFİK ÖZELLİKLER DOĞRULTUSUNDA TESPİT EDİLMESİ

Yıl 2018, Sayı: 69, 49 - 68, 06.11.2018

Emine Kambur

Öz

Hizmet sektöründe yapısı gereği hizmet hataları sıkça ortaya çıkmaktadır. Hatanın kaynağı bazen müşteriler bazen de işletmelerdir. Ancak bazen de hatanın dış güçlerden kaynaklandığına inanılır. Dış güçler de şans, kader gibi terimlerin temelini oluşturmaktadır. Burada karşımıza kontrol edilebilirlik, süreklilik ve yörünge çıkmaktadır. Bu çalışma telefonla yapılan rezervasyonun gerçekleşmemesi neticesinde müşterilerin ve otel yönetiminin davranışlarını incelemek, hatanın sorumlusunu bulmak, benzer hatanın tekrar gerçekleşmemesi için otelin önlemler alıp almayacağını belirlemek ve yaşanan hatanın kontrol edilebilme derecesini tespit etmek için hazırlanmıştır. Araştırma kapsamında gönüllü olarak katılan 301 katılımcı ile anket çalışması yapılmıştır. Araştırmada geliştirilen hipotezler SPSS 22.0 programı ile test edilmiştir. Geliştirilen hipotezleri test etmek için de Kruskall Wallis ve Mann Whitney U testleri yapılmıştır. Araştırmanın sonuçlarına göre hizmet hatasına maruz kalan müşterilerin verdiği tepkiler müşterilerin yaşlarına göre anlamlı bir farklılık göstermemektedir. Müşterilerin hizmet hatasını sürekli olarak algılamaları eğitim durumlarına göre anlamlı bir farklılık göstermektedir. Müşterilerin hizmet hatasının kontrol edilebileceğine yönelik algıları cinsiyetlerine göre anlamlı bir farklılık göstermektedir. Müşterilerin hatanın kaynağının bulunacağına yönelik algıları yaşlarına göre anlamlı bir farklılık göstermektedir.

Anahtar Kelimeler

Hizmet Hatası, Hizmet Telafisi, Atfetme, Kontrol Edilebilirlik, Süreklilik, Yörünge, Konaklama İşletmeleri

Kaynakça

• Akar, C.(2018). İş Analitiği, Excel Uygulamalı Yönetsel Karar Verme ve Veri Analizi, Dora Yayıncılık, Bursa. Allen, J; Reicheld, F, F.; Hamilton, B ve Markey, R (2005). Closing the Delivery Gap, Bain and Company Report. American Express ( 2013). American Express Global Customer Service Barometer.
• Autry, L, B ve Langenbach, M (1985). Locus of Control and Self-Responsibility for Behavior, The Journal of Educational Research, 79(2), 76-84.
• Bachman, J (1978). Bachman, J. G. (1978). Youth in Transition, Volume VI. Adolescence to Adulthood--Change and Stability in the Lives of Young Men.
• Bell, C, R. ve Zemke, R. (1990). “The Performing Art of Service Management',” Management Review, July, 79 (7), 42-45.
• Bitner, M, J.(1990). “Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses”, Journal of Marketing Research, 54(2), 69–82.
• Browning, V, S, Kevin, K, F ve Sparks, B (2013). “The Influence of Online Review on Consumers’ Attributions of Service Quality and Control for Service Standarts in Hotels”, Journal of Travel & Tourism Marketing, 30 (1-2), 23-40.
• Bonifield, C ve Cole, C (2007). “Affective Responses to Service Failure: Anger, Regret,and Retaliatory Versus Conciliatory Responses”, Marketing Letters, 18, 85–99.
• Bozkaya, T, A (2012). “Bankacılık Sektöründe Hizmet Hatası ve Hizmet Telafisi,” Yayınlanmış Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkesir.
• Cambro-Fierro, J (2011). “Managing Service Recovery processes- the role of customers' age”, Journal of Business Economics and Management, 503-528.
• Chang, J, C. (2008). “Tourists’ Satisfaction Judgments: An Investigation of Emotion, Equity and Attribution”, Journal of Hospitality & Tourism Management, 32(1), 108–134.
• Chang, H, H; Tsai, Y; Wong, K, H; Wang, J, W ve Cho, F, J. (2015). “The Effects of Response Strategies and Severity of Failure on Consumer Attribution with regard to Negative Word-of-mouth”, Decision Support System, 71, 48-61.
• Choi, S ve Mattila, A, S.(2008). “Perceived Controllability and Service Expectations: Influences on Customer Reactions Following Service Failure”, Journal of Business Research, 61(1), 24–30.
• Chubb, N; Fertman, C ve Ross, J (1997). “Adolescent Self-esteem and Locus of Control: A Logitudinal Study of Gender and Age Differences”, Adolescence; Spring 1997; 32, 125.
• Clark, G, L; Kaminski, P, F. ve Rink, D, R. (1992). “Consumer Complaints: Advice on How Companies should Respond Based on an Empirical Study”, The Journal of Services Marketing, 6 (1), 41-50.
• Cooil, B; Keiningham, T Aksoy, L ve Hsu, M (2007). “A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics”, Journal of Marketing: January 71, 1, 67-83.
• Cowley, E (2005). “Views from Consumers Next in Line: the Fundamental Attribuion Error in a Service Setting”, Journal of The Academy of Marketing Science, 33 (2), 139-152.
• Duffy, J, A; Miller, J ve Bexley, J (2006). "Banking Customers' Varied Reactions to Service Recovery Strategies", International Journal of Bank Marketing, 24, 2, 112-132,
• Diaz, M ve Ruiz, M (2002). “The Consumer’s Reaction to Delays in Service”, International Journal of Service Industry Management, 13(2), 118–140.
• Eskicumalı, A ve Eroğlu, E (2001). “Ailenin Sosyo-Ekonomik ve Eğitim Düzeyleri ile Çocukların Problem Çözme Yetenekleri Arasındaki İlişki,” Sakarya Üniversitesi Eğitim Fakültesi Dergisi.
• Fertman, C ve Chubb, N (1992). “The Effects of a Psychoeducational Program on Adolescents' Activity Involvement, Self-esteem, and Locus of Control”, Adolescence, 27(107), 517.
• Folkes, V (1984). “Consumer Reactions to Product Failure: An Attributional Approach,” Journal of Consumer Research, 10 (4), 398-409.
• Folkes, V (1988). Recent Attribution Research in Consumer Behavior: A Review and New Directions. Journal of Consumer Research, 14(4), 548–565.
• Grönross, C (1988). “Service Quality: The Six Criteria of Good Perceived Service Quality”, Review of Business, 9- 10-13.
• Hart, C; Heskett, J ve Sasser, E (1990). “The Profitable Art of Service Recovery”, Harvard Business Review, 68(4), 148- 156.
• Heider, F (1958). “The Psychology of Interpersonel Relations”, New York: Wiley.
• Hess, R; Ganesan, S ve Klein, N (2003). “Service Failure and Recovery: The Impact of Relationship Factors on Customer Satisfaction,” Journal of the Academy of Marketing Science, 31(2), 127–145.
• Hess, R; Ganesan, S ve Klein, N (2007). “Interactional Service Failures in a Pseudorelationship: The Role of Organizational Attributions”, Journal of Retailing, 83 (1), 79-95.
• Hess, R (2008). “The Impact of Firm Reputation and Failure Severity on Customers’ Responses to Service Failure”, Journal of Services Marketing, 20 (5), 285-398.
• Hoffman, D ve Bateson, J (2007). “Ethical Issues in Services Marketing”, Chapter 6, 100-120.
• Hwang, J ve Wen, L (2009). “The Effect Of Perceived Fairness Toward Hotel Overbooking And Compensation Practices On Customer Loyalty,” International Journal Of Contemporary Hospitality Management, 21(6), 659-675.
• Kambur, E (2016). “Konaklama Sektöründe Hizmet Hatalarının Müşteriler Tarafından Belirlenmesine Yönelik Bir Çalışma”, Yayınlanmamış Yüksek Lisans Tezi, Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü, Balıkesir.
• Keiningham, T; Morgeson, F; Aksoy, L ve Williams, L (2014). “Service Failure Severity, Customer Satisfaction and Marker Share An Examination of the Airline Industry”, Journal of Service Research, 17 (4), 415-431.
• Kelley, S ve Davis, M (1994). “Antecedents to Customer Expectations for Service Recovery,”Journal of the Academy of Marketing Science, 22(1), 52–61.
• Kim, T, T; Kim, W, G ve Kim, H (2009). “The Effects of Perceived Justice on Recovery Satisfaction, Trust, Word-of-mouth and Revisit Intention in Upscale Hotels”, Tourism Management, 3, 51-62.
• Koc, E; Ulukoy, M; Kilic, R; Yumusak, S ve Bahar, R (2015). “The Influence of Customer Participation on Service Failure Perceptions,” Total Quality Management & Business Excellence, 28 (3-4), 390-404.
• Koç, E (2015). “Hizmet Pazarlaması ve Yönetimi”, (1. Baskı) Seçkin Yayıncılık: Ankara.
• Küçükkaragöz, H; Akay, Y ve Canbulat, T (2013). “Rotter İç-Dış Odağı Ölçeğinin Öğretmen Adaylarında Geçerlik ve Güvenirlik Çalışması,” Uluslararası Hakemli Sosyal Bilimler E-Dergisi, 35, 1-12.
• Laufer, D; Silvera, D ve Meyer, T (2005). “Exploring Differences Between Older and Younger Consumers in Attributions of Blame for Product Harm Crises”, Academy of Marketing Science Review, 10(7), 1–21.
• Leong, S, Meng; A, S, H ve Low, L, H, L (1997). “Effects of Physical Environment and Locus of Control on Service Evaluation: A Replication and Extension, Journal of Retailing and Consumer Services, 4(4), 231–237.
• Li, Y; Jiang, J ve Chou, T (2011). “The Role of Trust, Diagnostic Information and Attitudinal Ambivalence in Service Attribution”, Asian Pacific Advances in Consumer Research, 9, 1-11.
• Lin, W (2012). “The Determinants of Cconsumers’ switching Intentions After Service failure”, Total Quality Management & Business Excellence, 23:7-8, 837-854.
• Magnini, V; Ford, J; Markowski, E ve Honeycutt, E (2007). “The Service Recovery Paradox: Justifiable Theory or Smoldering Myth?”, Journal of Services Marketing, 21(3), 213–225.
• Maxham, J ve Netemeyer, R (2002). “A Longitudinal Study of Complaining Customers’ Evaluations of Multiple Service Failures and Recovery Efforts”, Journal of Marketing, 66(4), 57–71.
• Miller, J; Craighead, C ve Karwan, K (2000). “Service Recovery: A Framework and Empirical Investigation”, Journal of Operations Management 18, 387-400.
• Moorman, C.; Zaltman, G. ve Deshpande, R.(1992). Relationships between providers and users of market research: The dynamics of trust. Journal of marketing research, 29(3), 314-328.
• Netemeyer, R (2002). “Modeling Customer Perceptions of Complaint Handling over Time: The Effects of Perceived Justice on Satisfaction and Intent”, Journal of Retailing, 78, 239-252.
• Nikbin, D; Marimuthu, M ; Hyun, S, S ve Ismail, I (2014). “Effects of Stability and Controllability Attribution on Service Recovery Evaluation in the cCntext of the Airline Industry”, Journal of Travel & Tourism Marketing, 31:7, 817-834.
• Nikbin, D; Hyun, S, S; Iranmanesh, M; Maghsoudi, A ve Jeong, C (2016). “Airline Travelers’ Causal Attribution of Service Failure and its Impact onTtrust and Loyalty Formation: The Moderating Role of Corporate Social Responsibility”, Asia Pacific Journal of Tourism Research, 21 (4), 355-374.
• Nowick, S ve Strickland, B (1973). “A Locus of Control Scale for Children”, Journal of Consulting and Clinical Psychology, 40(1), 148.
• Oflaç, B; Sullivan, U ve Baltacioglu, T (2012). “An Aattribution Approach to Consumer Evaluations in Logistics Customer Service Failure Situations”, Journal of Supply Chain Management, 48 (4), 51-71.
• Oliver, R (1997). “Satisfaction: A Behavioural Perspective on the Consumer”, New York, NY: McGraw-Hill.
• O’Neill, J ve Mattila, A (2004). “Towards the Development of a Lodging Strategy”, Journal of Hospitality & Leisure Marketing, 11(1), 51–64.
• Parasuraman, A; Zeithaml, V ve Berry, L (1985). “A Conceptual Model of Service Quality and Its Implications for Fature Research”, Journal of Marketing, 49, 41- 50.
• Raaij, F, V ve Pruyn, A, T. (1998). “Customer Control and Evaluation of Service Validity and Reliability”, Psychology and Marketing, 15(3), 811–832.
• Shi, W; Liu, J ve Zhang, Y (2011). “The Effect of Service Failure Attribution on Consumer Complaint Behavior: The Mediating Role of Negative Emotion”, The Journal of China Universities of Posts and Telecommunications,18, 169-173.
• Silbe, X (2013). “Age as Influencing Factor for Service Recovery and Compensation in the German Public Transportation Sector,” Published Master Thesis, Dublin Business School, Dublin.
• Smith, A; Bolton, R ve Wagner, J (1999). “A Model of Cstomer Satisfaction with Service Encounters Involving Failure and Recovery”, Journal of Marketing Research, 36(3), 356–373.
• Susskind, A (2005). “A Content Analysis of Consumer Complaints, Remedies and Repatronage Intentions Regarding Dissatisfying Service Experiences”, Journal of Hospitality & Tourism Research, 29(2), 150–169.
• Taylor, S (1994) “Waiting for Service: The Relationship Between Delays and Evaluations of Service”, Journal of Marketing, 58(2), 56–69.
• Tsiros, M ve Mittal, V (2000). “Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making”, Journal of Consumer Research, 26, 401–417.
• Varela-Neira, C (2010). “The effects of customer age and Recovery Strategy in a Service Failure setting,” Journal of Financial Services Marketing, 32-48.
• Vazquez-Casielles, R; del Rio-Lanza, A ve Diaz-Martin, A (2007). “Quality of Past Performance: Impact on Consumers’ Responses to Service Failure”, Marketing Letters, 18, 249–264.
• Walton, A ve Hume, M (2012). “Examining Public Hospital Service Failure: The Influence of Service Failure Type, Service Expectations and Attribution on Consumer Response”, Journal of Nonprofit & Public Sector Marketing, 24 (3), 202-221.
• Weber, K ve Sparks, B (2010). “Service Failure and Recovery in a Strategic Airline Alliance Context: Interplay of Locus of Service Failure and Social Identity”, Journal of Travel & Tourism Marketing, 27 (6), 547-564.
• Weiner, B (1980). “A Cognitive Attribution-EmotionAction Model of Motivated Behaviour: An Analysis of Judgements of Help-Giving”, Journal of Personality and Social Psychology, 39:2, 186-200.
• Weiner, B (2000). “Attributional Thoughts about Consumer Behaviour”, Journal of Consumer Research, 27(3), 382–387.