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

Adnan Duygun , Ahmet Menteş

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.

Anahtar Kelimeler

Şikayet Tatmini, Kurumsal İtibar, Negatif Ağızdan Ağıza İletişim Niyeti, Tekrar Satın Alma Niyeti, Beklenen Adalet, Algılanan Adalet

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

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

Anahtar Kelimeler

Complaint Satisfaction, Corporate Reputation, Negative Word-of-Mouth Communication Intention, Repurchase Intention, Expected Justice, Perceived Justice

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