Araştırma Makalesi
BibTex RIS Kaynak Göster

THE ROLE OF WEBCARE QUALITY ON POSITIVE WOM MARKETING INTENTION IN DIGITAL MARKETING APPROACH AND A RESEARCH

Yıl 2022, , 759 - 780, 29.06.2022
https://doi.org/10.48070/erciyesakademi.1105298

Öz

Social media makes it possible for consumers to easily share their shopping experiences with other consumers. These shares about brands are mostly about negative experiences rather than positive ones. Sharing these negative experiences on the internet directly affects the purchasing decisions of other consumers; therefore, they have become a major concern for brands. In order to mitigate the effects of NWOM shared on the internet, brands try to control the process by replying to these comments. This process, namely the management of negative comments online, is known as "webcare" in the world literature. Webcare focuses on the purpose of restoring or increasing customer satisfaction and limiting the potential harm that negative eWOM can have on other consumers. The desired outcome with this practice is that complaining customers stop spreading negative eWOM and start spreading positive WOM about the company.
This study focused on investigating the effect of 9 elements of webcare quality on positive word of mouth intention. Data were collected by electronic survey method. As a result of the research; It has been determined that ownership, coherence and personalization, which are the elements of webcare quality, have a positive effect on positive word of mouth marketing intention.

Kaynakça

  • Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2014). Pazarlama ilkeleri ve yönetimi. Beta Yayınları.
  • Armstrong, G., & Kotler, P. (2011). Marketing: an introduction. Global Edition.
  • Arslan, F., M. (2013a). Tanımlayıcı araştırma. İçinde Kavak, Ş. (Ed.). Pazarlama araştırması (ss. 83-106). Atatürk Üniversitesi Açıköğretim Fakültesi Yayını.
  • Arslan, F., M., (2013b). Örnekleme tasarımı ve uygulama. İçinde Kavak, Ş. (Ed.), Pazarlama araştırması (ss. 191-217). Atatürk Üniversitesi Açıköğretim Fakültesi Yayını.
  • Barlow, J., & Moller, C. (2009). Her şikâyet bir armağandır. Rota Yayınları.
  • Bekkers, V., Edwards, A., & Kool, D. (2013). Social media monitoring: Responsive governance in the shadow of surveillance?. Government Information Quarterly, 30(4), 335-342.
  • Bronner, F., & Hoog, R. D. (2014). Social media and consumer choice. International journal of market research, 56(1), 51-71.
  • Casado-Díaz, A. B., Andreu, L., Beckmann, S. C. & Miller, C. (2020). Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions. Current Issues in Tourism, 23(4), 418-422.
  • Chen, Y. Y., & Wu, I. J. (2021). Understanding the role of webcare in the online buying service recovery context. Enterprise Information Systems, 1-25.
  • Dens, N., Pelsmacker, P. D., & Purnawirawan, N. (2015). “We (b) care”: How review set balance moderates the appropriate response strategy to negative online reviews. Journal of Service Management, 26(3), 486-515.
  • Edwards, A., & Kool, D. (2015). Webcare in public services: Deliver better with less?. In Social Media for Government Services, 151-166.
  • Gegez A. E. (2015). Pazarlama araştırmalar (5. Baskı). Beta Yayınları.
  • Ghosh, T. (2017). Managing negative reviews: the persuasive role of webcare characteristics. Journal of Internet Commerce, 16(2), 148-173.
  • Ghosh, T.& Mandal, S. (2020). Webcare quality: Conceptualisation, scale development and validation. Journal Of Marketing Management, 36(15-16), 1556-1590.
  • Ghosh, T., & Raju, A. G. (2018). Gulping the poison: How webcare attributes reduce damages to brands caused by negative reviews. Journal of Internet Commerce, 17(3), 216–254.
  • Hong, Y. & Lee, W. (2005). Consumer complaint behaviour in the online environment. İçinde Y. Gao (Ed.). Web system design and online consumer behaviour (ss. 90–105). Idea Group Publishing.
  • Huang, R., & Ha, S. (2020). The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms. Journal of Business Research, 121, 616-627.
  • Jeesha, K., & Purani, K. (2018). Digital and social marketing: brands on social media: webcare and brand evaluations: optimizing webcare strategies for service brands. AMA Summer Educators’ Conference Proceedings, 29, DS5-DS6.
  • Jeesha, K., & Purani, K. (2021). Webcare as a signal: exhaustive-selective webcare strategy and brand evaluation. European Journal of Marketing. 1930-1953.
  • Kemp, E., Porter, M., Fuller, N. R., & Min, K. S. (2020). I heard it through the grapevine: managing and engaging customers on the web. Journal of Marketing Theory and Practice, 28(3), 256-271.
  • Kim, S. J., Wang, R. J. H., Maslowska, E., & Malthouse, E. C. (2016). “Understanding a fury in your words”: The effects of posting and viewing electronic negative word-of-mouth on purchase behaviors. Computers in Human Behavior, 54, 511-521.
  • Kuşat, G. (2022). Dijital pazarlama yaklaşımı açısından webcare kalitesinin olumlu ağızdan ağıza pazarlama niyeti üzerindeki rolü ve bir araştırma (Yüksek Lisans Tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
  • Odabaşı, Y. (2019). Postmodern pazarlamayı anlamak, değişimler yönetimler esintiler. The Kitap.
  • Onurlu, Ö., & Kandemir Çomoğlu, G., (2022). Bütüncül kanal yönetimi açısından müşteri deneyiminin değerlendirilmesi: bir literatür analizi. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(1), 16-33.
  • Raju, A. (2019). Can reviewer reputation and webcare content affect perceived fairness?. Journal of Research in Interactive Marketing, 464-476.
  • Schamari, J., & Schaefers, T. (2015). “Leaving the home turf: how brands can use webcare on consumer-generated platforms to ıncrease positive consumer engagement”, Journal of Interactive Marketing, (30), 20-33.
  • Sreejesh, S. & Anusree, M. R. (2016). The impacts of customers’ observed severity and agreement on hotel booking intentions: moderating role of webcare and mediating role of trust in negative online reviews. Tourism Review, 77-89.
  • Sreejesh, S., Paul, J., & Unnithan, A. B. (2020). Resolving complaints online: development and validation of customers’ perceived webcare scale. Journal of Strategic Marketing, 30(3), 260-280.
  • Uğurlu, S. (2016). Multi disipliner iletişim: perakende işletmeciliği iletişimi, sağlık iletişimi, sosyal sorumluluk iletişimi, dijital pazarlama iletişimi örnekleriyle. Beta Yayınları.
  • van Hooijdonk, C., & Liebrecht, C. (2021). Sorry but no sorry: The use and effects of apologies in airline webcare responses to NeWOM messages of flight passengers. Discourse, Context & Media, 40, 100442.
  • Van Noort, G., & Willemsen, L. M. (2011). “Online damage control: the effects of proactive versus reactive webcare ınterventions in consumer-generated and brand-generated platforms”. Journal of Interactive Marketing, 26(3), 131-140.
  • Varnalı, K. (2013). Dijital tutulma: pazarlama iletişimi ve insan (2. baskı). MediaCat Kitapları.
  • Vermeer, S. A., Araujo, T., Bernritter, S. F., & Noort, G. V. (2019). Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media. International Journal of Research in Marketing, 36(3), 492-508.
  • Weitzl, W. J. (2019). Webcare’s effect on constructive and vindictive complainants. Journal of Product & Brand Management, 28(3), 330-347.
  • Weitzl, W. J., & Einwiller, S. A. (2020). Profiling (un-) committed online complainants: Their characteristics and post-webcare reactions. Journal of Business Research, 117, 740-753.
  • Weitzl, W., & Hutzinger, C. (2017). The effects of marketer-and advocate-initiated online service recovery responses on silent bystanders. Journal of Business Research, 80, 164-175.
  • Weitzl, W., & Hutzinger, C. (2019). Rise and fall of complainants’ desires: The role of pre-failure brand commitment and online service recovery satisfaction. Computers in Human Behavior, 97, 116-129.
  • Weitzl, W., Hutzinger, C. & Einwiller, S. (2018). An empirical study on how webcare mitigates complainants’ failure attributions and negative word-of-mouth. Computers in Human Behavior, 89, 316–327.
  • Widdershoven, S., Pluymaekers, M., & Bloemer, J. M. (2021). It’s part of the job: How webcare agents regulate their emotions during service interactions on Facebook and Twitter. Discourse, Context & Media, 41, 100500.
  • Willemsen, L., Neijens, P. C., & Bronner, F. A. (2013). Webcare as customer relationship and reputation management? Motives for negative electronic word of mouth and their effect on webcare receptiveness. İçinde Rosengren, S., Dahlen, M., & Okazaki, S. (Eds.). Advances in advertising research (ss. 55-69). Springer Gabler.
  • Yükselen, C. (2017). Pazarlama araştırmaları. Detay Yayıncılık.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.

DİJİTAL PAZARLAMA YAKLAŞIMI AÇISINDAN WEBCARE KALİTESİNİN OLUMLU AĞIZDAN AĞIZA PAZARLAMA NİYETİ ÜZERİNDEKİ ROLÜ VE BİR ARAŞTIRMA

Yıl 2022, , 759 - 780, 29.06.2022
https://doi.org/10.48070/erciyesakademi.1105298

Öz

Sosyal medya, tüketicilerin genellikle markalarla ilgili düşüncelerini ve olumsuz alışveriş deneyimlerini diğer tüketicilerle kolayca paylaşmasını mümkün kılmaktadır. Bu olumsuz deneyimlerin internet ortamında paylaşımı, diğer tüketicilerin satın alma kararlarını doğrudan etkilemektedir. Bu nedenle markalar için önem arz eden bir konu haline gelmektedir. İnternet ortamında paylaşılan olumsuz ağızdan ağıza iletişimin (Negative Word of Mouth- NWOM) etkilerini hafifletmek için markalar, tüketici paylaşımlarını takip ederek ve sorunları ya da yöneltilen soruları cevaplayarak süreci kontrol altına almaya çalışmaktadır. Bu süreç, yani çevrim içi olumsuz yorumların yönetimi ise dünya literatürüne “webcare” olarak geçmiştir. Webcare, müşteri memnuniyetini geri kazanma veya artırma ve olumsuz eWOM’un diğer tüketiciler üzerinde sahip olabileceği potansiyel zararı sınırlama amacına odaklanmaktadır. Bu uygulama ile arzulanan sonuç, şikayetçi müşterilerin olumsuz eWOM yaymayı bırakması ve şirket hakkında olumlu WOM yaymaya başlamasıdır. Bu çalışma da webcare kalitesinin 9 unsurunun, olumlu ağızdan ağıza pazarlama niyeti üzerindeki etkisini araştırmaya odaklanmıştır. Veriler elektronik anket yöntemi ile toplanmıştır. Araştırma sonucunda; webcare kalitesi unsurlarından sahiplik, tutarlılık ve kişiselleştirmenin olumlu ağızdan ağıza pazarlama niyeti üzerinde olumlu bir etkisi olduğu belirlenmiştir.

Kaynakça

  • Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2014). Pazarlama ilkeleri ve yönetimi. Beta Yayınları.
  • Armstrong, G., & Kotler, P. (2011). Marketing: an introduction. Global Edition.
  • Arslan, F., M. (2013a). Tanımlayıcı araştırma. İçinde Kavak, Ş. (Ed.). Pazarlama araştırması (ss. 83-106). Atatürk Üniversitesi Açıköğretim Fakültesi Yayını.
  • Arslan, F., M., (2013b). Örnekleme tasarımı ve uygulama. İçinde Kavak, Ş. (Ed.), Pazarlama araştırması (ss. 191-217). Atatürk Üniversitesi Açıköğretim Fakültesi Yayını.
  • Barlow, J., & Moller, C. (2009). Her şikâyet bir armağandır. Rota Yayınları.
  • Bekkers, V., Edwards, A., & Kool, D. (2013). Social media monitoring: Responsive governance in the shadow of surveillance?. Government Information Quarterly, 30(4), 335-342.
  • Bronner, F., & Hoog, R. D. (2014). Social media and consumer choice. International journal of market research, 56(1), 51-71.
  • Casado-Díaz, A. B., Andreu, L., Beckmann, S. C. & Miller, C. (2020). Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions. Current Issues in Tourism, 23(4), 418-422.
  • Chen, Y. Y., & Wu, I. J. (2021). Understanding the role of webcare in the online buying service recovery context. Enterprise Information Systems, 1-25.
  • Dens, N., Pelsmacker, P. D., & Purnawirawan, N. (2015). “We (b) care”: How review set balance moderates the appropriate response strategy to negative online reviews. Journal of Service Management, 26(3), 486-515.
  • Edwards, A., & Kool, D. (2015). Webcare in public services: Deliver better with less?. In Social Media for Government Services, 151-166.
  • Gegez A. E. (2015). Pazarlama araştırmalar (5. Baskı). Beta Yayınları.
  • Ghosh, T. (2017). Managing negative reviews: the persuasive role of webcare characteristics. Journal of Internet Commerce, 16(2), 148-173.
  • Ghosh, T.& Mandal, S. (2020). Webcare quality: Conceptualisation, scale development and validation. Journal Of Marketing Management, 36(15-16), 1556-1590.
  • Ghosh, T., & Raju, A. G. (2018). Gulping the poison: How webcare attributes reduce damages to brands caused by negative reviews. Journal of Internet Commerce, 17(3), 216–254.
  • Hong, Y. & Lee, W. (2005). Consumer complaint behaviour in the online environment. İçinde Y. Gao (Ed.). Web system design and online consumer behaviour (ss. 90–105). Idea Group Publishing.
  • Huang, R., & Ha, S. (2020). The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms. Journal of Business Research, 121, 616-627.
  • Jeesha, K., & Purani, K. (2018). Digital and social marketing: brands on social media: webcare and brand evaluations: optimizing webcare strategies for service brands. AMA Summer Educators’ Conference Proceedings, 29, DS5-DS6.
  • Jeesha, K., & Purani, K. (2021). Webcare as a signal: exhaustive-selective webcare strategy and brand evaluation. European Journal of Marketing. 1930-1953.
  • Kemp, E., Porter, M., Fuller, N. R., & Min, K. S. (2020). I heard it through the grapevine: managing and engaging customers on the web. Journal of Marketing Theory and Practice, 28(3), 256-271.
  • Kim, S. J., Wang, R. J. H., Maslowska, E., & Malthouse, E. C. (2016). “Understanding a fury in your words”: The effects of posting and viewing electronic negative word-of-mouth on purchase behaviors. Computers in Human Behavior, 54, 511-521.
  • Kuşat, G. (2022). Dijital pazarlama yaklaşımı açısından webcare kalitesinin olumlu ağızdan ağıza pazarlama niyeti üzerindeki rolü ve bir araştırma (Yüksek Lisans Tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
  • Odabaşı, Y. (2019). Postmodern pazarlamayı anlamak, değişimler yönetimler esintiler. The Kitap.
  • Onurlu, Ö., & Kandemir Çomoğlu, G., (2022). Bütüncül kanal yönetimi açısından müşteri deneyiminin değerlendirilmesi: bir literatür analizi. Üçüncü Sektör Sosyal Ekonomi Dergisi, 57(1), 16-33.
  • Raju, A. (2019). Can reviewer reputation and webcare content affect perceived fairness?. Journal of Research in Interactive Marketing, 464-476.
  • Schamari, J., & Schaefers, T. (2015). “Leaving the home turf: how brands can use webcare on consumer-generated platforms to ıncrease positive consumer engagement”, Journal of Interactive Marketing, (30), 20-33.
  • Sreejesh, S. & Anusree, M. R. (2016). The impacts of customers’ observed severity and agreement on hotel booking intentions: moderating role of webcare and mediating role of trust in negative online reviews. Tourism Review, 77-89.
  • Sreejesh, S., Paul, J., & Unnithan, A. B. (2020). Resolving complaints online: development and validation of customers’ perceived webcare scale. Journal of Strategic Marketing, 30(3), 260-280.
  • Uğurlu, S. (2016). Multi disipliner iletişim: perakende işletmeciliği iletişimi, sağlık iletişimi, sosyal sorumluluk iletişimi, dijital pazarlama iletişimi örnekleriyle. Beta Yayınları.
  • van Hooijdonk, C., & Liebrecht, C. (2021). Sorry but no sorry: The use and effects of apologies in airline webcare responses to NeWOM messages of flight passengers. Discourse, Context & Media, 40, 100442.
  • Van Noort, G., & Willemsen, L. M. (2011). “Online damage control: the effects of proactive versus reactive webcare ınterventions in consumer-generated and brand-generated platforms”. Journal of Interactive Marketing, 26(3), 131-140.
  • Varnalı, K. (2013). Dijital tutulma: pazarlama iletişimi ve insan (2. baskı). MediaCat Kitapları.
  • Vermeer, S. A., Araujo, T., Bernritter, S. F., & Noort, G. V. (2019). Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media. International Journal of Research in Marketing, 36(3), 492-508.
  • Weitzl, W. J. (2019). Webcare’s effect on constructive and vindictive complainants. Journal of Product & Brand Management, 28(3), 330-347.
  • Weitzl, W. J., & Einwiller, S. A. (2020). Profiling (un-) committed online complainants: Their characteristics and post-webcare reactions. Journal of Business Research, 117, 740-753.
  • Weitzl, W., & Hutzinger, C. (2017). The effects of marketer-and advocate-initiated online service recovery responses on silent bystanders. Journal of Business Research, 80, 164-175.
  • Weitzl, W., & Hutzinger, C. (2019). Rise and fall of complainants’ desires: The role of pre-failure brand commitment and online service recovery satisfaction. Computers in Human Behavior, 97, 116-129.
  • Weitzl, W., Hutzinger, C. & Einwiller, S. (2018). An empirical study on how webcare mitigates complainants’ failure attributions and negative word-of-mouth. Computers in Human Behavior, 89, 316–327.
  • Widdershoven, S., Pluymaekers, M., & Bloemer, J. M. (2021). It’s part of the job: How webcare agents regulate their emotions during service interactions on Facebook and Twitter. Discourse, Context & Media, 41, 100500.
  • Willemsen, L., Neijens, P. C., & Bronner, F. A. (2013). Webcare as customer relationship and reputation management? Motives for negative electronic word of mouth and their effect on webcare receptiveness. İçinde Rosengren, S., Dahlen, M., & Okazaki, S. (Eds.). Advances in advertising research (ss. 55-69). Springer Gabler.
  • Yükselen, C. (2017). Pazarlama araştırmaları. Detay Yayıncılık.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
Toplam 42 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Özlen Onurlu 0000-0003-3551-4127

Gülşah Kuşat Bu kişi benim 0000-0002-5251-1588

Yayımlanma Tarihi 29 Haziran 2022
Gönderilme Tarihi 19 Nisan 2022
Yayımlandığı Sayı Yıl 2022

Kaynak Göster

APA Onurlu, Ö., & Kuşat, G. (2022). DİJİTAL PAZARLAMA YAKLAŞIMI AÇISINDAN WEBCARE KALİTESİNİN OLUMLU AĞIZDAN AĞIZA PAZARLAMA NİYETİ ÜZERİNDEKİ ROLÜ VE BİR ARAŞTIRMA. Erciyes Akademi, 36(2), 759-780. https://doi.org/10.48070/erciyesakademi.1105298

ERCİYES AKADEMİ | 2021 | erciyesakademi@erciyes.edu.tr Bu eser Creative Commons Atıf-Gayri Ticari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.