Hakkaniyet Teorisi Çerçevesinde Tüketicilerin Hizmet Telafilerini Değerlendirme Süreci: Kavramsal Bir İnceleme

Yıl 2015, Cilt: 12 Sayı: 2, 1 - 22, 01.12.2015

Mehmet İsmail Yağcı Ümit Doğrul

Öz

Günümüzün rekabet ortamından dolayı müşterilerin talepleri artmakta ve işletmelere olan sadakatleri düşmektedir. Her ne kadar işletmeler müşterilerin tatminlerini yükseltmek ve sadakatlerini arttırmak için eksiksiz hizmet sunmaya dikkat etseler de hata yapmaktan kaçınamazlar. İşletmelerin hataları sıfıra indirmesi mümkün olmasa bile hizmet iyileştirme programları ile hataları telafi etmeleri mümkündür. Müşterilerin beklentilerini karşılayabilecek iyileştirmeler yapıldığı takdirde başarısızlık sonucu düşen tatmin yükselecek ve bunun neticesinden sadakat artacaktır. Hizmet iyileştirmelerinin tatmini ve sadakati arttırıcı bu etkisi müşterilerin hizmet telafilerini nasıl değerlendirdiklerini bilme gereksinimini beraberinde getirmiştir. Yapılan çalışmalar, müşterilerin başarısızlık sonrası telafileri değerlendirirken adaletli olunup olunmadığını dikkate aldıklarını göstermiştir. Adaletin prosedürel, etkileşimsel ve dağıtımsal olmak üzere üç farklı boyutu vardır. Bu üç boyutun çoğu zaman hizmet iyileştirmeleri sonrasında oluşan tatmin, sadakat, bağlılık, olumlu ağızdan ağza iletişim gibi satın alma sonrası davranışlar üzerinde etkisi görülmektedir. Bu etki; hizmetin sektörü, hizmet başarısızlığının büyüklüğü, önemi gibi özelliklere bağlı olarak değişmektedir

Anahtar Kelimeler

Hizmet başarısızlığı, Hizmet iyileştirmesi, Hizmet adaleti, Hakkaniyet teorisi

Consumers’ Service Recovery Assessment Process Within The Frame of Equity Theory: A Conceptual Review

Öz

Nowadays, while consumers are becoming more demanding their loyalty to businesses is decreasing because of the competitiveness in the market. Although businesses care about service in full for increasing the customers’ satisfaction and loyalties, they cannot avoid from failures. Even if it is not possible for businesses to cancel out these failures, they can be corrected by the means of service recovery programs. As the recovery programs which can meet the expectations of customer materialize, the satisfaction which decrease due to failure will increase again and, the loyalty will increase, as well. The strengthening effects of service recoveries’ satisfactions and loyalties brings with requirement of knowing how customers evaluate the service recovery. Studies in recent years show that customers rely on the justness of recoveries in evaluating the recovery which occur after failure, they consider that these recoveries are just or not. Justice has three different dimensions which that procedural, transactional and distributional. These three dimensions’ affect the consumer behaviors like satisfaction after service recoveries, loyalty, commitment and WOM. This effect varies depending on the service type, the magnitude and importance of service failure

Anahtar Kelimeler

Service Failure, Service Recovery, Service Justice, Equity Theory

Kaynakça

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