ŞİKÂYET DAVRANIŞLARININ BETİMLENMESİNE YÖNELİK BİR YAPISAL EŞİTLİK MODELİ

Öz

The purpose of this study, complaint behaviors, exhibited by university students due to their dissatisfaction after purchase about electronic products, are tried to explain with a proposed structural equation model (SEM). For this purpose, 329 university students' participation levels of various attitude and behavior expressions towards the complaint were measured with 5-point Likert scale. In proposed research model, seven factors are the alienation (ALN) and controllability (CON) towards the complaint as exogenous latent variables, the perceived value of complaint (VAL), the complaint will be successful faith (LKH), the complaint intention (CI), public complaints behavior (ALE) and implicit complaint behavior (ORT) as internal latent variables. Proposed model, students’ alienation from the companies shopping and belief that the controllability of the company effect on attitudes and behaviors of the complaint has been tested 13 hypotheses. Result of the analysis, seven of the proposed hypotheses to test of casual relations was supported

Anahtar Kelimeler

• University Students, Complaint Behavior, Structural Equation Model, Electronic Products

ŞİKÂYET DAVRANIŞLARININ BETİMLENMESİNE YÖNELİK BİR YAPISAL EŞİTLİK MODELİ

Öz

Bu çalışmanın amacı, üniversite öğrencilerinin elektronik ürün satın alma sonrası yaşadıkları memnuniyetsizlikler nedeniyle sergiledikleri şikâyet davranışlarını önerilen bir Yapısal Eşitlik Modeli (YEM) ile araştırmaktır. Bu amaçla, 329 üniversite öğrencisinin şikâyete yönelik çeşitli tutum ve davranış ifadelerine katılım düzeyleri 5’li likert ölçeğiyle ölçülmüştür. Önerilen araştırma modelinde, dışsal gizil değişkenler olarak, şikâyete ilişkin soğuma (ALN) ve denetlenebilirlik (CON), içsel gizil değişkenler olarak ise, şikâyetin algılanan değeri (VAL), şikâyetin başarılı olacağına inanç (LKH), şikâyet niyeti (CI), aleni şikâyet davranışı (ALE) ve örtük şikâyet davranışı (ORT) olmak üzere 7 faktör yer almaktadır. Önerilen modelde, öğrencilerin alışveriş yaptığı firmadan soğuması ve firmanın denetlenebilirliğine inanmasının genel şikâyet tutumları ve şikâyet davranışları üzerindeki etkisi 13 hipotezle sınanmıştır. Analiz sonucunda nedensel ilişkilerin sınanmasına yönelik öne sürülen hipotezlerden 7’si desteklenmiştir

Anahtar Kelimeler

• Üniversite öğrencileri, şikâyet davranışı, yapısal eşitlik modeli, elektronik ürünler

Kaynakça

1. AJZEN, I., FISBEIN, M. (1980). Understanding Attitudes and Predicting Social Behavior. Perentice-Hall, Englewood Cliffs, NI.
2. ALLISON, N.K. (1978). A Psychometric Development of a Test for Consumer Alienation from the Marketplace.
3. Journal of Marketing Research, 16, 565-575. AKAN, Y., KAYNAK, S. (2008). Tüketicilerin Şikâyet Düşüncesini Etkileyen Faktörler. Ankara Üniversitesi SBF Dergisi, 63, (2), 1-19.
4. AYYILDIZ, H., CENGİZ, E. (2006). Pazarlama Modellerinin Testinde Kullanılabilecek Yapısal Eşitlik Modeli
5. (YEM) Üzerine Kavramsal Bir İnceleme. Süleyman 11, (1), 63-68. Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi, BAGOZZI, R.P. (1982). A Field Investigation of Casual Relations Amongcognitions, Affect
6. Behavior. Journal of Marketing Research, 17, 565-575. Intentions and BEARDEN, W.O., MASON, J.B. (1984). An Investigation of Influences on Consumer Complaint
7. Advances in Consumer Research, 11, 490-495. Reports. BEARDEN, W.O., OLIVER, R.L. (1985). The Role of Public and Private Complaining in Satisfaction with Problem
8. Resolution. The Journal of Consumer Affairs, 19, (2), 222-2

9. BELL, S. d., MENGÜÇ, B., STEFANI, S.L. (2004). When Customers Disappoint: A Model of Relational Internal
10. Marketing and Customer Complaints. Journal of the Academy of Marketing Science, 32, (2), 112-126. BERRY, L.L., Information System. Sloan Management Review, 38, (3), 65-76. BLODGETT, J.G., GRANBOIS, D.H., WALTERS, R.G. (1993). The Effects of Perceived Justice on Complainant’s
11. Negative Word-of-Mouth Behavior and Repatronage Intentions. Journal of Retailing, 69, 399-428. BURNS, G.N., BOWLING, N.A. (2010). Dispositional Approach to Customer Satisfaction and Behavior. J Bus Psychol, 25, 99–107.
12. CHENG, E. W. L. (2001). SEM Being More Effective than Multiple Regression in for Management Devolopment Research. Journal of Management Development, 20, (7), 650-667.
13. Parsimonious Model Testing CHIU, C.Y., TSANG, S.C., YANG, C.F. (2001). The Role of Face Situation and Attitudinal Antecedents in Chinise
14. Consumer Complaint Behavior, The Journal of Social Psychology, 128, (2), 173-180. CILLY, M. (1987). Postcomplaint Processest from Organizational Response to Repurchase Behavior. The Journal of
15. Consumer Affairs, 21, (2), 293-313. DAY, R.L. (1984). Modeling Choices among Alternative Responses to Dissatisfaction. Advanced Research, 11, 469-499. in Consumer
16. DAY, R.L., GABRİCKE, K., SCHAETZLE, T., STAUBACH, F. (1981). The Hidden Agenda
17. Complaining. Journal of Retailing, 57, (Fall), 86-106. of Consumer DAY, R.L., LANDON, E.L. (1976). Collecting Comprehensive Consumer Complaint Data by Survey Research.
18. Advances in Consumer Research, 3, 263–268. FOLKES, V.S. (1984). Consumer Reactions to Product Failure: An Attributional Approach. Journal of Consumer Research, 10, 398-409.
19. GÖKDENİZ, İ., BOZACI, İ., KARAKAYA, E. (2011). Şikâyet Yönetim Süreci Sonrası Memnuniyeti Etkileyen
20. Faktörler Üzerine Uygulamalı Bir Araştırma. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26, 173-185. GRANBOIS, D.H., FRAIZER, G., SUMMERS, J.O. (1977). Correlates of Consumer Expectation
21. Complaining Behavior. Consumer Satisfation , Dissatisfaction and Complaining Behavior, İndiana University Press, Bloomington, IN, pp. 18-25. and HAIR, F. J., ANDERSON, E.R., TATHAM, L.R., BLACK, C.W. (1998). Multivariate Data Analysis, Prentice Hall, New Jersey, 928p.
22. HIRSCHMAN, A.O. (1970). Exit, Voice and Loyalty: Responses to Decline in Firms, Organizations and States,
23. Cambridge, MA: Harvard University Press. JOHN, T., JUHL, J.H., POULSEN, C.S. (2003). Complaining: A Function of Attitude, Personality, and Situation.
24. American Marketing Association Marketing and Public Policy Conference, Washington DC, May 29-31 2003.
25. JORESKOG, K., SÖRBOM, D. (1996). ). Lisrel 8: User’s Reference Guide, Scientific Software Chicago, 378p. International,
26. JORESKOG, K., SÖRBOM, D. (2001). Lisrel 8: User’s Reference Guide, Scientific
27. Mac Lean, S. ve Gray, K., Structural Equation Modeling in Market Research, Erişim tarihi: 1998, www.
28. Software International Inc Smalwaters.com/whitepapers/marketing KENG, K.A., LİU, S., (1997). Personel Values and Complaint Behaviour, Journal of Retailing Service, 4, (2), 89-97. and Consumer
29. KILIÇ, Ö. (1993). Tüketicinin Tatmini ve Şikâyet Davranışı II. Pazarlama Dünyası, 42, 22-28.
30. KIM, C., KIM, S., IM, S., SHİN, C. (2003). The Effect of Attitude and Perception on Consumer
31. Intentions. The Journal of Consumer Marketing, 20, 4/5, 352- Complaint 3 LARIVIE’RE, B., VAN DEN POEL, D. (2005). Investigating the post-complaint period by means of survival analysis. Expert Systems with Applications, 29, 667–677.
32. LEE, P.M., CHIU H.C., TSAI, H.T., HUANG, J.J. (2010). The Relationship Between Buying
33. Customer Complaint Behaviors of Information Technology Industry in Taiwan. General Topics for Engineers. Situation and MC ALISTER, D.T., ERFFMEYER, R. (2003). A Content Analysis of Outcomes and Responsibilities
34. Consumer Complaints to Thirdy-Party Organizations, for Journal of Business Research, 56, 341-351. NYER, P.U. (2000). An Investigation into Whether Complaining Can Cause Increased Consumer
35. Journal Of Consumer Marketing, 17, (1), 9–19. Satisfaction. ÖZER, L., DurumundakiTepkiler:Türkiye ve Azarbeycan’da bir Araştırma. Anatolia: Turizm Araştırmaları Dergisi, HAMİDLİ, V. (2010). Satın alma Sonrası Tatminsizlik 21, (1), 121-127.
36. PEIWU, D., YAN-QİU, H. (2006). Research of Customer Complaints and Service Recovery Effects. Management
37. Science and Engineering, ICMSE International Conferance. RAYKOV, T., MARCOULİDES, G.A., 2006, A First Course in Structural Equation Modeling, Mahwah, NJ:
38. Lawrence Erlbaum Associates, 238p. REISINGER, Y., TURNER, L. (1999). Structural Equation Modeling with Lisrel: Application in Tourism. Tourism Management, 20, (1),71-88.
39. RICHINS, M.L. (1980). Consumer Perceptions of Costs and Benefits Associated with Complaining.Refining
40. Consepts and Measures of Consumer Satisfaction and Complaining Behavior, Indiana University Press, IN, 50-53. RICHINS, M.L. (1983). An Analysis of Consumer Interaction Styles in the Marketplace. Journal of Consumer Research, 10, 73-82.
41. SCHERMELLEH-ENGEL, K., MOOSBRUGGER, H. (2003). Evaluating the Fit of
42. Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research Online, 8, (2), 23- Structural Equation Models: SINGH, J. (1989). Determinants of Consumers’ decisions to Seek Third Party Resress: An
43. Dissatisfied Patients”, Journal of Consumer Affairs, 23, (Winter), 329-363. Emprical Study of SINGH, J. (1990). Voice, Exit and Negative Word-of -Behaviors: An İnvestigations
44. Categories. Journal of the Academy of Marketing Science, 18, (Winter), 1-15. Across Three Service SINGH, J., WILKES R.F. (1991). A Theoretical Framework for Modeling Consumers Response to Marketplace
45. Dissatisfaction. Journal of the Consumer Satisfaction and Complaining Behavior, 24, (4), 350-365. SINGH, J., WILKES R.F. (1996). When Consumers Complain: A Path Analysis of the Key Antecents of Consumer
46. Complaint Response Estimates. Journal of the Academy of Marketing Science, 4, 1-12. SUJITHAMRAK, S., LAM, T. (2005). Relationship Between Customer Complaint
47. Characteristics: A Study of Hotel Restaurants. Patrons, Asia Pacific Journal of Tourism Research, 10, (3), 289-307. Behavior and Demographic SUN, H. (2009). Research on the Customers’ Dissatisfaction Behavior Types After
48. Internet Shopping Mall: Case Analysis for Korea Post Office Shopping. PICMET 2009 Proceedings, August 2-6, Portland, Oregon USA.
49. Product Purchase from the SÜMER, N. (2000). Yapısal Eşitlik Modelleri: Temel Kavramlar ve Örnek Uygulama. Türk Psikoloji Yazıları, 3, (6), 49-73.
50. STEPHENS, N., GWINNER, K.P. (1998). Why Don’t Some People Complain? A Cognitive-Emotive Process Model of Consumer Complaint Behavior. Journal of the Academy of Marketing Science, 26, (3), 172-189.
51. TÜRKYILMAZ, A., ÖZKAN, C. (2003). Ulusal Müşteri Memnuniyeti İndeksleri. 3. Üretim
52. Sempozyumu, İstanbul Kültür Üniversitesi, İstanbul, Mart 2003. Araştırmaları
53. UZKURT, C. (2007). Müşteri Değeri ve Tatmininin Satın Alım Sonrası Gelecek Eğilimlere Etkisi Üzerine Ampirik
54. Bir Çalışma. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 17, 25-43. WESTBROOK, R.A. (1980). Intra-Personal Affective Influences on Consumer Satisfaction with Products," Journal of Consumer Research, 7, (June), 49–54.
55. YILMAZ, V. (2004a). Consumer Behaviour of Shopping Center Choice. Social Behavior and Personality, 32, (8), 783-7
56. YILMAZ, V. (2004b). Lisrel ile Yapısal Eşitlik Modelleri: Tüketici Şikâyetlerine Uygulanması. Anadolu Üniversitesi
57. Sosyal Bilimler Dergisi, 4, (1), 77-90. YILMAZ, V. (2007). Tüketici Şikâyet Davranışı için Bir Model: Süpermarket Müşteri Örneği. Pazarlama Dünyası, 21, (1), 47-51.
58. YILMAZ, V., ÇELİK H. E.(2009). Lisrel ile Yapısal Eşitlik Modellemesi 1. Ankara: Pegem A Yayıncılık.
59. Yİ, YOUJAE (1990). A Critical Review of Consumer Satisfaction. in Review of Marketing, Chicago, American
60. Marketing Association.