The Impact of Service Recovery Strategies on Customer Satisfaction in Online Travel Agencies amid Technology-Telated Failures

Öz

This study aims to examine the effects of recovery strategies implemented after technology-related service failures on OTA platforms on customers’ overall satisfaction and attitudes toward the OTA following the recovery intervention. The study employed a quantitative research method based on a survey technique. Data were collected from 465 participants in Turkey who had previously used online travel agencies and experienced service failures. The facilitation strategy emerged as the most significant factor influencing post-recovery customer satisfaction, underscoring the importance of prompt and efficient problem resolution in enhancing post-recovery satisfaction. Compensation and apology strategies also demonstrated substantial effects, highlighting the necessity of compensating customers for their losses and the favorable impression created by a genuine apology. The research indicates that reliability, courtesy, and punctuality strategies are significant factors that meaningfully and strongly enhance post-recovery customer satisfaction.

Anahtar Kelimeler

• Technology-related failures
• online travel agency
• service recovery
• post-recovery customer satisfaction

Teknoloji Kaynaklı Hatalar Bağlamında Online Seyahat Acentelerinde Hizmet Telafisi Stratejilerinin Müşteri Memnuniyeti Üzerindeki Etkisi

Öz

Bu araştırmanın amacı, OTA platformlarında teknoloji kaynaklı hizmet hataları sonrasında uygulanan telafi stratejilerinin, müşterilerin telafi müdahalesi sonrasında OTA’ya yönelik genel memnuniyet ve tutumları üzerindeki etkisini incelemektir. Araştırmada anket tekniğine dayalı nicel araştırma yöntemi kullanılmıştır. Veriler, Türkiye’de daha önce çevrim içi seyahat acentelerini kullanmış ve hizmet hatası deneyimi yaşamış 465 katılımcıdan elde edilmiştir. Kolaylaştırma stratejisi telafi sonrası müşteri memnuniyetini en güçlü şekilde etkileyen faktör olarak öne çıkmaktadır; sorunların hızlı ve sorunsuz çözülmesi telafi sonrası memnuniyeti artırmada kritik rol oynamaktadır. Tazminat ve özür stratejileri de yüksek etkiler göstererek müşterilerin yaşadıkları zararların telafi edilmesi ve samimi bir özrün olumlu algı yaratmasının önemini vurgulamaktadır. Araştırma, güvenilirlik, nezaket ve dakiklik stratejilerinin, telafi sonrası müşteri memnuniyetini anlamlı ve güçlü biçimde artıran önemli faktörler olduğunu göstermektedir.

Anahtar Kelimeler

• Teknoloji kaynaklı hatalar
• online seyahat acentesi
• hizmet telafisi
• telafi sonrası müşteri memnuniyeti

Kaynakça

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