After purchase dissatisfaction responses: An examination in Turkey and Azerbaijan

Yıl 2010, Cilt: 21 Sayı: 1 - Prof. Dr. Hasan Işın Dener Özel Sayısı, 121 - 127, 01.06.2010

Leyla Özer Azize Ergeneli Vugar Hamidli

Öz

When consumers are not satisfied, it is neccessary to identify the reasons of those dissatisfactions as well as the dissatisfaction responses and to overcome them. Thus, to recognize and manage these responses effectively helps firms to overcome those dissatisfactions and make customers return to the firm, brand and product. In literature, responses to the dissatisfying situations can be handeled in different ways. The aim of the study is to identify the responses, test these responses in two different countries (Turkey and Azerbaijan), cluster them and recognize the differences of the participant responses to dissatisfaction intentions among those countries. According to the results, three different response groups were found. In Turkey and Azerbaijan, generally “complain to firm” and “individual response” groups were seen as complaint behaviour, but “complain to the third party” were not preferred by the participants of both countries.

Anahtar Kelimeler

Turkey, Azerbaijan, customer satisfaction, customer dissatisfaction, complaining behavior, public relations, consumer rights, questionnaire, consumer behavior, marketing, shopping behaviour

Satınalma sonrası tatminsizlik durumundaki tepkiler: Türkiye ve Azerbaycan'da bir araştırma

Öz

Müşterilerin tatmini sağlanamadığında tatminsizlik nedenlerinin ve müşterilerin tatmin olmadığında vereceği tepkilerin belirlenmesi ve bu durumu gidermeye çalışmak önemlidir. Aynı zamanda, bu tepkilerin belirlenmesi, etkili bir şekilde yönetilmesi ve tatminsizlik durumunun ortadan kaldırılması, müşterinin tekrar işletmeye, markaya veya ürüne dönmesini sağlayabilecektir. Ancak, literatürde tatminsizlik durumunda verilen tepkiler farklı ele alınmaktadır. Bu çalışmanın amacı tatminsizlik durumunda verilebilecek tepkileri belirlemek, iki farklı ülkede (Türkiye ve Azerbaycan) bunu test etmek, gruplamak ve her iki ülkedeki katılımcıların tatminsizlik durumunda tepki verme niyetleri arasındaki farklılıkları belirlemektir. Yapılan analizler sonucunda üç tepki grubu bulunmuştur. Bu tepki gruplarından 'İşletmeye şikayet' ve 'Bireysel tepki', Azerbaycan ve Türk katılımcılar tarafından daha fazla yapılmakta, 'Üçüncü tarafa şikayet' grubu ise, her iki ülke katılımcıları tarafından tercih edilmemektedir.

Anahtar Kelimeler

Türkiye, Azerbaycan, müşteri memnuniyeti, müşteri memnuniyetsizliği, şikayet etme davranışı, halkla ilişkiler, tüketici hakları, anket, tüketici davranışı, pazarlama, alışveriş davranışı

Kaynakça

• Bearden, W.O. ve J. B. Mason (1984). An Investigation of Influences on Consumer Complaint Reports, Advances in Consumer Research, 11: 490-95 Bearden, W.O. ve R. L. Oliver (1985). The Role of Public and Private Complaining in Satisfaction with Problem Resolution, The Journal of Consumer Affairs, 19 (2): 222-40 Bearden, W.O. ve J. E. Teel (1983). Selected determinants of Consumer Satisfaction and Complaint Reports, Journal of Marketing Research, 20: 21-8 Broadbridge, A. ve J. Marshall (1995). Consumer Complaint Behavior: The Case of Electrical Goods, International Journal of Retail & Distribution Management, 23 (9): 8-18 Day, R.L. ve M. Bodur (1978). Consumer response to Dissatisfaction with Services and Intangibles, Advances in Consumer Research, 5: 263-72 Day, R.L. ve E. L. Landon (1976). Collecting Comprehensive Consumer Complaint Data by Survey Research, Advances in Consumer Research, 3: 263-8 Day, R.L., Grabicke, K., Schaetzle, T. ve F. Straubach (1981). The Hidden Agenda of Consumer Complaining, Journal of Retailing, 57 (3): 86-106 Grinhaug, K. ve G. Zaltman (1981). Complainers and Noncomplainers Revisited: Another Look at the Data, Advances in Consumer Research, 8: 83-7 Hair, J.F., Anderson R. E., Tatham R.L. ve W. C. Black (1998)
• Multivariate Data Analysis. New Jersey: Prentice Hall
• Hansen, S.W., Swan, J.E. ve T. L. Powers (1996). The Perceived Effectiveness of Marketer Responses to Industrial Buyer Complaints: Suggestions for Improved Vendor Performance and Customer Loyalty, Journal of Business & Industrial Marketing, 11 (1): 77-89 Kolodinsky, J. (1995). Usefulness of Economics in Explaining Consumer Complaints, The Journal of Consumer Affairs, 29, (1): 29-54 Liu, R.R. ve P. McClure, P. (2001). Recognizing Cross-Cultural differences in Consumer Complaint behavior and Intentions: An Emprical Examination, Journal of Consumer Marketing, 18 (1): 54-74 Oliver Richard L. (1996). Satisfaction: A Behavioral Perspective on the Consumer. McGraw-Hill
• Richins, M.L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study, Journal of Marketing, Winter 47: 68-78 Singh, J. (1988). Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues, Journal of Marketing, 52: 93-107 Singh, J. (1990). A Typology of Consumer Dissatisfaction Response Styles, Journal of Retailing, 66 (1): 57-99 Şimşek, Ö. M. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve LISREL Uygulamaları. Ankara: Ekinoks
• Woodruff, R.B., E.R. Cadotte ve R. L. Jenkins (1983). Modeling Consumer Satisfaction Processes Using Experience- Based Norms, Journal of Marketing Research, XX: 96-304 Zaltman, G., Sirvastava, R.K. ve R. Desphande (1978). Perceptions of Unfair Marketing Practices: Consumerism Implications, Advances in Consumer Research, 5 (1): 247-53 Zeelenberg, M. ve R. Pieters (2004). Beyond Valence in Customer Dissatisfaction A Review and New Findings on Behavioral Responses to Regret and Disappointment in Failed Services, Journal of Business Research, 57: 445-455.