BibTex RIS Kaynak Göster

ŞİKAYET TATMİNİNİN KURUMSAL İTİBAR, NEGATİF AĞIZDAN AĞIZA İLETİŞİM NİYETİ VE TEKRAR SATIN ALMA NİYETİ ÜZERİNE ETKİLERİ

Yıl 2015, Cilt: 4 Sayı: 8, 108 - 120, 01.07.2015

Öz

Bu araştırmanın amacı, şikayet tatminin kurumsal itibar, negatif ağızdan ağıza iletişim
ve tekrar satın alma niyetleri üzerine etkisini ortaya koymak için bir model geliştirmek ve test
etmektir. Veriler en az iki yıldır banka müşterisi olan ve en az bir kere bankaya şikayette bulunup
şikayeti ele alınan müşteriler aracılığıyla toplanmıştır. Sonuçlar müşterilerin şikayetleri ile ilgili
tatmin olmadıklarını göstermektedir. Sonuçlar ayrıca; şikayet tatmininin kurumsal itibar ve tekrar
satın alma niyeti üzerine pozitif, negatife ağıdan ağıza iletişim niyeti üzerine ise negatif etkide
bulunduğunu göstermektedir. Ayrıca bu araştırmada kısaca; gelecekteki araştırmalar için
yönetimsel etkiler, sınırlamalar ve öneriler ile araştırmanın sonuçları tartışılmıştır.

Kaynakça

  • Barış, G. (2006). “Complaint Management for Excellent Customer Satisfaction”, MediaCat Books, 2nd Edition, Istanbul.
  • Blodgett, J.G., Anderson, R. D. (2000). “A Bayesian Network Model of The Consumer Complaint Process”, Journal of Service Research, Vol. 2, No. 4, pp. 321- 338.
  • Blodgett, J.G., Hill D. J., Tax, S. S. (1997). “The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior”, Journal of Retailing, Volume 73, Number 2, Summer, 185-210.
  • Chun, R. (2005). “Corporate Reputation: Meaning and Measurement”, International Journal of Management Review, 7 (2), 91-109.
  • Cronin, J. J. Jr., Taylor S. A. (1992). “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing, Vol.56, July, 55-68.
  • Davidow, M. (2003). “Have You Heard The Word? The Effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intentions Following Complaint Handling”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 16, No. 3, 67-80,
  • Ekiz, E. H., Araslı, H., Farivarsadri, G., Bavik, A. (2008). “Measuring organizational responses to the student complaints in the perceived justice framework: Some evidence from northern cyprus universities”, Educational Research and Reviews, Vol. 3 (7), July, 246-256.
  • Goodwin, C., Ross, I. (1990). “Consumer evaluations of responses to complaints: what's fair and why?”, Journal of Services Marketing, Vol. 4 No. 3, 53-61.
  • Gökdeniz, İ., Bozacı, İ., Karakaya, E. (2011). “Applied Research on the Factors that Affecting on After Complaint Management Process,” Journal of Selçuk University Social Sciences, Number: 26, 173-185.
  • Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). “Multivariate Data Analysis with Readings”, Fifth Edition, Prentice-Hall International, Inc.
  • Kurtuluş, K. (1989). “Reseach Methodolgy for Business (Research Methods)”, Istanbul, Faculty of Business Publication Number: 210, Business Economics Instute Publication Number: 106.
  • Morley, M. (2002). “How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations”, New York University Press, New York.
  • Nikbin, D., Armesh, H., Heydari, A., Jalalkamali, M. (2011). “The effects of perceived justice in service recovery on firm reputation and repurchase intention in airline industry”, African Journal of Business Management, Vol. 5(23), 7 October, 9814-9822.
  • Pitpreecha, R. (2013). “Corporate Reputation in Thailand: An Analysis of Indicators”, Journal of Public Relations and Advertising, Vol. 6, No. 1, 1-16.
  • Tarım, M. (2002). “The Measurement of Service Quality on Health Sector: SERVQUAL Model and A Hospital Application,” Journal of Istanbul University Faculty of Economics, Volume. 52, Number. 2, Istanbul, 15-36.
  • Tax, S. S., Brown S. W., Chandrashekaran, M. (1998). “Customer Evaluation of Service Complaint Experiences: Implications for Relationship Marketing”, Journal of Marketing, Vol. 62, April, 60-76.
  • Trotta, A., Cavallaro, G. (2012). “Measuring Corporate Reputation: A Framework for Italian Banks”, International Journal of Economics and Finance Studies, Vol 4, No 2, ISSN: 1309-8055 (Online), 21-30.
  • Wirtz, J., Mattila, A. S. (2004). “Consumer responses to compensation, speed of recovery and apology after a service failure”, International Journal of Service Industry Management, Vol. 15 No. 2, 150-166.

THE IMPACTS OF COMPLAINT SATISFACTION ON CORPORATE REPUTATION, NEGATIVE WORD-OF-MOUTH COMMUNICATION INTENTION AND REPURCHASE INTENTION

Yıl 2015, Cilt: 4 Sayı: 8, 108 - 120, 01.07.2015

Öz

The purpose of this research is to develop and test a model to reveal the influence of complaint satisfaction on corporate reputation, negative word-of-mouth communication and repurchase intentions, and to examine the relationships between them. Data were gathered through survey from bank customers (taking services at least two years) who complained about banking service in any issue at least once and whose complaints were evaluated by the bank during the last year. The results show that the customers have not been satisfied concerning their complaints. The results also show that the complaint satisfaction has positive effects on corporate reputation and repurchase intension, whereas it affects negatively the negative word-of-mouth intention. In addition, the corporate reputation affects negatively the negative word-of-mouth intention and has positive effects on repurchase intention. Certain managerial implications, limitations, suggestions for future research and the conclusion of this research are also briefly discussed in this research

Kaynakça

  • Barış, G. (2006). “Complaint Management for Excellent Customer Satisfaction”, MediaCat Books, 2nd Edition, Istanbul.
  • Blodgett, J.G., Anderson, R. D. (2000). “A Bayesian Network Model of The Consumer Complaint Process”, Journal of Service Research, Vol. 2, No. 4, pp. 321- 338.
  • Blodgett, J.G., Hill D. J., Tax, S. S. (1997). “The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior”, Journal of Retailing, Volume 73, Number 2, Summer, 185-210.
  • Chun, R. (2005). “Corporate Reputation: Meaning and Measurement”, International Journal of Management Review, 7 (2), 91-109.
  • Cronin, J. J. Jr., Taylor S. A. (1992). “Measuring Service Quality: A Reexamination and Extension”, Journal of Marketing, Vol.56, July, 55-68.
  • Davidow, M. (2003). “Have You Heard The Word? The Effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intentions Following Complaint Handling”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 16, No. 3, 67-80,
  • Ekiz, E. H., Araslı, H., Farivarsadri, G., Bavik, A. (2008). “Measuring organizational responses to the student complaints in the perceived justice framework: Some evidence from northern cyprus universities”, Educational Research and Reviews, Vol. 3 (7), July, 246-256.
  • Goodwin, C., Ross, I. (1990). “Consumer evaluations of responses to complaints: what's fair and why?”, Journal of Services Marketing, Vol. 4 No. 3, 53-61.
  • Gökdeniz, İ., Bozacı, İ., Karakaya, E. (2011). “Applied Research on the Factors that Affecting on After Complaint Management Process,” Journal of Selçuk University Social Sciences, Number: 26, 173-185.
  • Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). “Multivariate Data Analysis with Readings”, Fifth Edition, Prentice-Hall International, Inc.
  • Kurtuluş, K. (1989). “Reseach Methodolgy for Business (Research Methods)”, Istanbul, Faculty of Business Publication Number: 210, Business Economics Instute Publication Number: 106.
  • Morley, M. (2002). “How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations”, New York University Press, New York.
  • Nikbin, D., Armesh, H., Heydari, A., Jalalkamali, M. (2011). “The effects of perceived justice in service recovery on firm reputation and repurchase intention in airline industry”, African Journal of Business Management, Vol. 5(23), 7 October, 9814-9822.
  • Pitpreecha, R. (2013). “Corporate Reputation in Thailand: An Analysis of Indicators”, Journal of Public Relations and Advertising, Vol. 6, No. 1, 1-16.
  • Tarım, M. (2002). “The Measurement of Service Quality on Health Sector: SERVQUAL Model and A Hospital Application,” Journal of Istanbul University Faculty of Economics, Volume. 52, Number. 2, Istanbul, 15-36.
  • Tax, S. S., Brown S. W., Chandrashekaran, M. (1998). “Customer Evaluation of Service Complaint Experiences: Implications for Relationship Marketing”, Journal of Marketing, Vol. 62, April, 60-76.
  • Trotta, A., Cavallaro, G. (2012). “Measuring Corporate Reputation: A Framework for Italian Banks”, International Journal of Economics and Finance Studies, Vol 4, No 2, ISSN: 1309-8055 (Online), 21-30.
  • Wirtz, J., Mattila, A. S. (2004). “Consumer responses to compensation, speed of recovery and apology after a service failure”, International Journal of Service Industry Management, Vol. 15 No. 2, 150-166.
Toplam 18 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA96HJ86CM
Bölüm Araştırma Makalesi
Yazarlar

Adnan Duygun

Ahmet Menteş

Yayımlanma Tarihi 1 Temmuz 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 4 Sayı: 8

Kaynak Göster

APA Duygun, A., & Menteş, A. (2015). ŞİKAYET TATMİNİNİN KURUMSAL İTİBAR, NEGATİF AĞIZDAN AĞIZA İLETİŞİM NİYETİ VE TEKRAR SATIN ALMA NİYETİ ÜZERİNE ETKİLERİ. Balkan Sosyal Bilimler Dergisi, 4(8), 108-120.