Adil Olmayan İşletme Uygulamalarının Banka Müşterilerinin Niyetleri Üzerindeki Etkisi: Deneysel Bir Çalışma

Öz

Etik konusu, işletme literatüründe önemli bir araştırma konusu olmuştur. Bununla birlikte, iş etiği ile algılanan firma değeri arasındaki ilişkileri inceleyen deneysel araştırmaların sayısı oldukça sınırlıdır. Bu araştırmada, adil olmayan iş uygulamalarının, tüketicilerin bir firmaya ilişkin algılamalarını ve niyetlerini ne şekilde etkilediği araştırılmıştır. Bu amaçla, 406 üniversite öğrencisi üzerinde deneysel bir araştırma gerçekleştirilmiştir. Hipotetik bir bankanın müşterilerine davranış şeklini (nötr ve adaletsiz) maniple etmek için kısa bir hikaye kullanılmıştır. Daha sonra, farklı hikayeleri okuyarak farklı bilgiler alan deneklerin (potansiyel banka müşterileri) hikayede yer alan bankanın itibarı ile ilgili algılamalarının ve bu bankadan bankacılık hizmetleri alma niyetlerinin ne şekilde etkilendiği incelenmiştir. Yapılan analizler sonucunda bir bankanın sergilediği adil olmayan davranışlar ile ilgili bilgilendirilen cevaplayıcıların, o bankaya ilişkin itibar algılarının ve o bankadan hizmet alma niyetlerinin olumsuz yönde etkilendiği belirlenmiştir

Anahtar Kelimeler

• İş etiği, algılanan itibar, satın alma niyeti, pazarlama etiği, yanıltıcı reklamlar, deneysel tasarım

The Impact of Unfair Business Practices on Bank Customers: An Experimental Study

Öz

Ethics has become an attractive research topic in the business literature. However, experimental studies probing the relation between business ethics and perceived firm value are relatively scarce. Accordingly, in this study we examined how unfair business practices affect customers’ perceptions about and intentions towards a company. For this aim, we conducted an experimental study on 406 university students. We used an excerpt to manipulate the information about a hypothetical bank’s way of treatment to its customers (neutral vs. unfair). Than, we examined how different types of information do affect prospective customers’ evaluations of firm reputation and their intentions to purchase services from the narrated bank. Data analysis revealed that, providing information about unethical business practices of a firm significantly decreased the perceived firm reputation and intentions to purchase services

Anahtar Kelimeler

• Business ethics, perceived reputation, purchase intentions, marketing ethics, deceptive advertising, experimental methodology

Kaynakça

1. Alexander, E.C. (2002) “Consumer Reactions to Unethical Service Recovery” Journal of Business Ethics, 36(3):223- 237.
2. Alexander C. S. and Becker H. J. (1978) “The Use of Vignettes in Survey Research” Public Opinion Quarterly, 42:93- 104.
3. Auger, P., Burke, P., Devinney, T.M. and Louviere, J.J. (2003) “What Will Consumers Pay for Social Product Fe- atures?” Journal of Business Ethics, 42(3):281- 304.
4. Aydin, E., Guvendi, M. and Pekmez, E. (2009) “Cre- dit Cards in Turkey: Sustaining a Successful Market” http://www.mckinsey.com/clientservice/Financial_Servi- ces/Capabilities/~/media/Reports/Financial_Services/Cre- dit_Cards_in_Turkey.ashx, (14.03.2010),
5. Aysan, A.F. and Yildiz, L. (2007) “The Regulation of the Credit Card Market in Turkey” International Rese- arch Journal of Finance and Economics, 11:141- 154.
6. Cacioppe, Ron, Forster, N. and Fox, M. (2008) “A Survey of Managers’ Perceptions of Corporate Ethics and Social Responsibility and Actions That May Affect Com- panies’ Success” Journal of Business Ethics, 82(3): 681- 700.
7. CONE (2007) “Cause Evolution Survey” http://www. coneinc.com/stuff/contentmgr/files/0/A8880735bb2e2e- 894a949830055ad559/Files/2007_Cause_Evolution_Sur- vey.Pdf, (22.09.20009),
8. Creyer, E.H. and Ross, W.T. (1996) “The Impact of Corporate Behavior on Perceived Product Value” Marke- ting Letters, 7(2):173- 185.

9. Cropanzano, R., Byrne, Z.S., Bobocel, D.R. and Rupp, D.R. (2001) “Moral Virtues, Fairness Heuristics, Social Entities, and Other Denizens of Organizational Jus- tice” Journal of Vocational Behavior, 58(2):164- 209.
10. Dollinger, M.J., Golden P.A. and Saxton T., (1997) “The Effect Of Reputation On The Decision To Joint Ven- ture” Strategic Management Journal, 18(2):127- 140.
11. Dubinsky, A.J. and Loken, B. (1989), “Analyzing Et- hical Decision Making in Marketing” Journal of Business Research, 19(2):83- 107.
12. Dundar, S. and Göksel T., (2006) “Reklamların Pazar- lama Etiği ve Sosyal Sorumluluk Bilincine Göre Değerlen- dirilmesi: Ampirik Bir Çalışma” Afyon Kocatepe Üniversi- tesi İİBF Dergisi, 8(1):123- 141.
13. Ferrell, O.C. and Gresham, L.G. (1985) “A Contin- gency Framework for Understanding Ethical Decision Making in Marketing” Journal of Marketing, 49(3):87-96.
14. Folkes. V. S. and Kamins, M. A. (1999) “Effects of In- formation About Firms’ Ethical and Unethical Actions on Consumers’ Attitudes” Journal of Consumer Psychology, 8(3):243-259.
15. Frederick, W.C. and Weber, J. (1987) “The Values of Corporate Managers and Their Critics: An Empirical Description and Normative Implications”, Frederick W. (eds.) Research in Corporate Social Performance and Po- licy, Greenwich, JAI Press.
16. Goldberg, M.E. and Hartwick J., “The Effects of Ad- vertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness” Journal of Consumer Rese- arch, 17(4):172- 179.
17. Greenhaus J. and Powell G. (2004) “The Vignette Met- hodology: Study Uses Stories to Measure Conflict” Met- hods and Measures in Work-Family Research, 6(2):4-5.
18. Hunt, S.D. and S.A. Vitell. (1986) “General Theory of Marketing Ethics” Journal of Macromarketing, 6(1):5-16.
19. Jones. T. M. (1991) “Ethical Decision Making by In- dividuals in Organizations: An Issue-Contingent Model” Academy of Management Review, 16(2):366- 395.
20. Josephson Institute (2009) “The Hidden Costs of Unethical Behavior” http://josephsoninstitute.org/pdf/ workplace-flier_0604.pdf, (04.03.2010).
21. Krohn, F.B. and Milner, L.M. (1989) “The AIDS Cri- sis: Unethical Marketing Leads to Negligent Homicide” Journal of Business Ethics, 8(10):773-780.
22. Kurtuldu, H. S. (2009) “Bankacılıkta Pazarlama Etiği ve Etik Değerlerin Kuruma Yönelik Olumlu Tutum Olu- şumuna Etkileri” Uluslararası İktisadi ve İdari İncelemeler Dergisi, 1(2): 83- 96.
23. Murray, K.B. and Vogel, C.M. (1997) “Using a Hierarchy-of-Effects Approach to Gauge the Effectiveness of Corporate Social Responsibility to Generate Goodwill Toward the Firm: Financial Versus Nonfinancial Impacts” Journal of Business Research, 38(2):141-159.
24. Newell, S.J. and Goldsmith, R.E. (2001) “The Deve- lopment of A Scale to Measure Perceived Corporate Cre- dibility” Journal of Business Research, 52(39):235-247.
25. Nurmakhamatuly, A. (2010) “Attitudes and Behaviors Towards Business Ethics of Kazakh and Turkish Mana- gers” Turkish Journal of Business Ethics, 3(5):69-96.
26. Randall, D. M. and Fernandes M. F. (1991) “The So- cial Desirability Response Bias in Ethics Research” Journal of Business Ethics, 10(11):805-817.
27. Reidenbach, R.E., and Robin, D.P. (1990) “Toward the Development of a Multidimensional Scale for Impro- ving Evaluations in Business Ethics” Journal of Business Ethics, 9(8):639-653.
28. Robin, D.P. and Reidenbach, R.E. (1987) “Social Res- ponsibility, Ethics, and Marketing Strategy: Closing the Gap Between Concept and Application” Journal of Mar- keting, 51(1): 44-58.
29. Smith, N.C. and Cooper-Martin, E. (1997) “Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability” Journal of Marketing, 61(3):1- 20.
30. Smith, N. C. and Quelch, J. A. (1993) “Ethics in Marketing” Irwin, Burr Ridge, IL.
31. Stajkovic, A.D. and Luthans, F. (1997) “Business Et- hics across Cultures: A Social Cognitive Model” Journal of World Business, 32(l):17-34.
32. Trevino, L. K. (1986) “Ethical Decision Making in Organizations: A Person-situation Interactionist Model” Academy of Management Review, 11(3):601-617.
33. Tsalikis, J. and Fritzsch, D. (1989) “Business Ethics: A Literature Review with a Focus on Marketing Ethics” Journal of Business Ethics, 8(2):695-743.
34. Tseng, H., Duan, C., Tung, H. and Kung, H. (2009) “Modern Business Ethics Research: Concepts, Theories, and Relationships” Journal of Business Ethics, 91(4):587- 597.
35. Walsh, G. and S. E. Beatty (2007) “Customer-Based Corporate Reputation of A Service Firm: Scale Develop- ment and Validation” Journal of the Academy of Marke- ting Science, 35(1):127-143.
36. Whalen, J., Pitts, R.E. and Wong, J.K. (1991) “Exp- loring the Structure of Ethical Attributions as a Compo- nent of the Consumer Decision Model: The Vicarious Versus Personal Perspective” Journal of Business Ethics, 10(4):285-293.
37. Zeithaml V.A., Berry L.L. and Parasuraman A. (1996) “The Behavioral Consequences of Service Quality” Journal of Marketing , 60(2):31- 46.