DYSFUNCTIONAL CONSUMPTION OF PUBLIC SERVICES: CONSUMERS' TENDENCY TO VIOLATE TRAFFIC LIGHTS RULES

Yıl 2022, Sayı: 62, 57 - 86, 30.08.2022

Hande Bilgehan , Enes İnan , Ayla Özhan Dedeoğlu , Ezgi Kabasakal

https://doi.org/10.18070/erciyesiibd.1027021

Öz

Consumption of public services takes place in a collective context where not only one but all consumers’ interests are at stake. Therefore, dysfunctional consumption of these services puts individual and, also, collective benefits at risk. As a public service, traffic lighting services are consumed by drivers. The present study examines consumers’ tendency to violate the yellow light rules in traffic, in other words, the tendency of dysfunctional consumption of yellow traffic lights. The findings indicate that as “the degree of awareness of the driver's responsibilities in the traffic”, “the tendency to comply with the feedback received from the immediate environment”, “the tendency to comply with the public service rules” decrease, the tendency to violate the yellow light, in other words, the tendency to consume traffic lighting services irresponsibly increases. Moreover, the fact the driver does not evaluate non-compliance as a negative behavior lets him violate the yellow light. In addition, it has been observed that drivers who have not been punished for violating the yellow lights before comply with the yellow light rules more than those who have been punished, drivers who have not had a traffic accident before comply with the yellow light rules more than those who have had a traffic accident. Besides that, female drivers comply with the yellow light rules more than male drivers. Suggestions for using the findings of the study within the scope of social marketing campaigns aiming to convey the importance of functional consumption of public services to consumers have also been developed.

Anahtar Kelimeler

Dysfunctional Consumption, Irresponsible Consumption, Public Services, Traffic Lights Violations, Structural Equation Modeling

KAMU HİZMETLERİNİN FONKSİYONEL OLMAYAN TÜKETİMİ: TÜKETİCİLERİN TRAFİKTE IŞIK İHLAL ETME EĞİLİMLERİ

Öz

Kamu hizmetlerinin tüketimi, diğer bireylerin çıkarlarının da varlığı söz konusu olduğu kolektif bağlamda gerçekleşmektedir. Fonksiyonel olmayan tüketim; sadece bireysel faydayı riske atmakla kalmayıp, diğer bireylere de zarar verme riski taşımaktadır. Bir kamu hizmeti olan trafik ışıkları hizmetinin tüketicisi olan sürücülerdir. Çalışma sürücülerin trafikte sarı ışık kurallarını ihlal etme eğilimlerini fonksiyonel olmayan tüketim bağlamında ele almaktadır. SPSS ve AMOS çıktılarına göre elde edilen bulgular, sürücünün trafikteki sorumluluklarına ilişkin bilincinin, yakın çevresinden gelen geri bildirime uyma eğiliminin, kamu hizmet kurallarına uyma eğiliminin azalmasının sürücülerin trafik ışıklarını ihlal etmesinde etken olduğunu göstermektedir. Ayrıca sürücünün, kurallara uymamayı olumsuz davranış olarak görmemesi de sarı ışıkta ihlal yapmasına neden olmaktadır. Daha önce trafikte sarı ışık ihlalinden dolayı ceza almayanların, alanlara göre, kadın sürücülerin, erkeklere göre ve daha önce trafik kazası geçirmemiş sürücülerin, geçirenlere göre sarı ışık kurallarına daha fazla uyduğu görülmüştür. Çalışma ile elde edilen bulguların, kamu hizmetlerinin fonksiyonel tüketiminin öneminin tüketicilere aktarılmasını amaçlayan sosyal pazarlama kampanyaları kapsamında kullanılmasına ilişkin öneriler de geliştirilmiştir.

Anahtar Kelimeler

Fonksiyonel Olmayan Tüketim, Sorumsuz Tüketim, Kamu Hizmetleri, Trafik Işıklarının İhlali, Yapısal Eşitlik Modeli

Kaynakça

• Abdelhadi, A., Foster, C. and Whysall, P. (2014), “An exploratory investigation of aberrant consumerbehaviour in libya: a sociocultural approach”,Journal of Marketing Management, Vol. 30(9/10), 857-873
• Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
• Akyılmaz, B., Sezginer, M., ve Kaya, C. (2021). Türk İdare Hukuku, 13. Baskı, Savaş Yayınevi, Ankara.
• Alford, J. (1998). A Public Management Road Less Travelled: Clients as Co-producers of Public Services. Australian Journal of Public Administration, 57: 128-137. https://doi.org/10.1111/j.1467-8500.1998.tb01568.x
• Allen, A.M., Green, T., Brady, M.K. and Peloza, J. (2020), "Can corporate social responsibility deter consumer dysfunctional behavior?", Journal of Consumer Marketing, Vol. 37 No. 7, pp. 729-738. https://doi.org/10.1108/JCM-11-2019-3503
• Antonio, P., Esparte, L.B. ve Perin, M.G. (2019). Dysfunctional Customer Behavior and Service Employees Tactics, Rev. Adm. UFSM, Santa Maria, Vol. 12(2), 302-316. https://pdfs.semanticscholar.org/5d3d/b9e2baf3f669dd788cdecd8833a8baef2990.pdf?_ga=2.68819794.237306297.1634506907-1629757964.1634506907
• Baudrillard, Jean (1998), The Consumer Society: Myths and Structures, Londra: Sage.
• Bauman, Zygmunt (2007) Consuming Life, Cambridge: Polity Press.
• Bıçaksız, P. (2019). Karanlık Üçlü Kişilik Özellikleri ve Sürücü Davranışları Arasındaki İlişkilerin İncelenmesi, TUAD, Vol.2(2), 66-77.
• Bocock, Robert (1993), Consumption , NY: Routledge.
• Büyükbaş, S., Tekin, M.E. ve Tekeş, B. (2019). Akıllı Telefon Bağımlılığı ile Sürücü Davranışları Arasındaki İlişki, TUAD, Vol. 2(1), 16–29.
• Caird, J. K., Chisholm, S. L., Edwards, C. J., ve Creaser, J. I. (2007). The effect of yellow light onset time on older and younger drivers’ perception response time (PRT) and intersection behavior. Transportation research part F: traffic psychology and behaviour, Vol. 10(5),383-396. https://www.researchgate.net/publication/223782527_The_effect_of_yellow_light_onset_time_on_older_and_younger_drivers'_perception_response_time_PRT_and_intersection_behavior
• Cüceloğlu, D. (2002). İnsan İnsana, İstanbul: Remzi Kitabevi. 27. Basım.
• Daunt, K. L., ve Harris, L. C. (2012). Motives of dysfunctional customer behavior: an empirical study. Journal of ServicesMarketing. 26(4):293-308 https://www.researchgate.net/publication/235265506_Motives_of_dysfunctional_customer_behavior_An_empirical_study
• De Souza, A. M., Brennand, C. A., Yokoyama, R. S., Donato, E. A., Madeira, E. R., & Villas, L. A. (2017). Traffic management systems: A classification, review, challenges, and future perspectives. International Journal of Distributed Sensor Networks, 13(4), 155014771668361.
• Elmitiny, N., Yan, X., Radwan, E., Russo, C. ve Nashar, D. (2010). Classification analysis of driver's stop/go decision and red-light running violation, Accident Analysis and Prevention, Vol. 42 (1), 101-111.https://doi.org/10.1016/j.aap.2009.07.007
• Emniyet Genel Müdürlüğü Trafik Başkanlığı, Trafik İstatistik Bülteni, Ülke Geneli, Temmuz-2021. http://trafik.gov.tr/kurumlar/trafik.gov.tr/04-Istatistik/Aylik/temmuz21.pdf
• Federal Highway Administration (FHWA). (2009). Traffic Control Devices: Uses and Misuses, Issue Briefs vol. 3, U.S. Federal Highway Administration, Office of Safety. https://rosap.ntl.bts.gov/view/dot/49963
• Figueiredo, B., Chelekis, J., DeBerry-Spence, B., Fırat, A. F., Ger, G., Godefroit-Winkel, D., Kravets, O., Moisander, J., Nuttavuthisit, K., Peñaloza, L., & Tadajewski, M. (2015). Developing Markets? Understanding the Role of Markets and Development at the Intersection of Macromarketing and Transformative Consumer Research (TCR). Journal of Macromarketing, 35(2), 257–271. https://doi.org/10.1177/0276146714543524
• Freestone, O., ve Mitchell, V. (2004). Generation Y attitudes towards e-ethics and internet-related misbehaviours. Journal of business ethics, 54(2), 121-128.
• Fullerton, R. A. ve Punj, G. (1993). Choosing to Misbehave: a Structural Model of Aberrant Consumer Behavior, in NA - Advances in Consumer Research Volume 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT: Association for Consumer Research, Pages: 570-574.
• Fullerton, R. A. ve Punj, G. (2004). Repercussions of Promoting an Ideology of Consumption: Consumer Misbehavior, Journal of Business Research, Vol.57(11), 1239-1249. https://doi.org/10.1016/S0148-2963(02)00455-1
• Glen, M.D., Pettigrew, S., Pechmann, C. ve Ozanne, J. L. (2011), “Origins, Qualities, and Envisionments of Transformative Consumer Research”, Transformative Consumer Research for Personal and Collective Well-Being, ed. David Glen Mick, Simone Pettigrew, Cornelia Pechmann, Julie L. Ozanne, NY: Routledge, 3-24.
• Harris, L. C., ve Dumas, A. (2009). Online consumer misbehaviour: an application of neutralization theory. Marketing theory, 9(4), 379-402. https://journals.sagepub.com/doi/10.1177/1470593109346895
• Harris, L. C., ve Reynolds, K. L. (2003). The consequences of dysfunctional customer behavior. Journal of service research, 6(2), 144-161. https://journals.sagepub.com/doi/10.1177/1094670503257044
• Harvey D. (1997), Postmodernliğin Durumu: Kültürel Değişimin Kökenleri, çev. S. Savran, İstanbul: Metis Yayınları.
• İlhan, M. & Çetin, B. (2014). LISREL ve AMOS Programları Kullanılarak Gerçekleştirilen Yapısal Eşitlik Modeli (YEM) Analizlerine İlişkin Sonuçların Karşılaştırılması, Eğitimde ve Psikolojide Ölçme ve Değerlendirme Dergisi,.5(2), 26-42.
• Kang, M., ve Gong, T. (2019). Dysfunctional customer behavior: conceptualization and empirical validation. Service Business, 13(4), 625-646. https://www.researchgate.net/publication/331014973_Dysfunctional_Customer_behavior_Conceptualization_and_Empirical_Validation
• Kement, Ü. (2019). Üçüncü Nesil Kahve Sunan İşletmelerde Hizmet Kalitesi, Müşteri Tatmini ve Davranışsal Niyet İncelemesi; Algılanan Fiyatın Düzenleyicilik Rolü, Journal of Tourism and Gastronomy Studies, 7 (2), 1252-1270. https://www.jotags.org/2019/vol7_issue2_article34.pdf
• Kotler, Philip ve Keller, Kevin Lane. (2006). Marketing Management 12. baskı. Upper Saddle River, NJ: Prentice Hall . Kozinets, R. V. ve Handelman, J. M. (2004). Adversaries of consumption: Consumer movements, activism, and ideology. Journal of Consumer Research, 31(3), 691-704. https://www.researchgate.net/publication/228948443_Adversaries_of_Consumption_Consumer_Movements_Activism_and_Ideology
• Kozinets, R. V., Belz, F. M. ve McDonagh, P. (2011), “Social Media for Social Change: A Transformative Consumer Research Perspective”, Transformative Consumer Research for Personal and Collective Well-Being, ed. David Glen Mick, Simone Pettigrew, Cornelia Pechmann, Julie L. Ozanne, NY: Routledge, 205-224.
• Lennon, S. J., Lee, J., Kim, M., & Johnson, K. K. P. (2014). Antecedents of consumer misbehaviour on Black Friday: A social responsibility view. Fashion, Style & Popular Culture, 1(2), 193–212. doi:10.1386/fspc.1.2.193_1
• McDonagh, P. Dobscha, S. and Prothero, A. (2011). Sustainable Consumption and Production: Challenges for Transformative Consumer Research. Transformative Consumer Research for Personal and Collective Well Being: Reviews and Frontiers, Ed. by David Mick, Simone Pettigrew, Connie Pechmann, and Julie Ozanne, NY: Routledge, 267-282.
• Milloy, S. L., Caird, J. K., Ohlhauser, A. D., ve Pearson, A. M. (2010). Do responses differ between novice and experienced drivers when a late yellow light is encountered?. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting, Vol. 54(24), 2081-2085. Sage CA: Los Angeles, CA: SAGE Publications. https://doi.org/10.1177%2F154193121005402413
• Ohlhauser, A. D., Boyle, L. N., Marshall, D., ve Ahmad, O. (2011). Drivers’ behavior through a yellow light: Effects of distraction and age. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting, Vol. 55(1), 1919-1923. Sage CA: Los Angeles, CA: SAGE Publications https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.963.8069verep=rep1vetype=pdf
• Olivera, M.L.M. ve Veloso, A.R. (2015). Dysfunctional Consumer Behavior: Proposition of a Measurement Scale, Brazilian Business Review, BBR Special Issues, 24-49. http://dx.doi.org/10.15728/bbrconf.2015.2
• Ozanne, J. L. ve Fischerü, E. (2011), “Sensitizing Principles and Practices Central to Social Change Methodologies”, Transformative Consumer Research for Personal and Collective Well-Being, ed. David Glen Mick, Simone Pettigrew, Cornelia Pechmann, Julie L. Ozanne, NY: Routledge, 89-106.
• Özdoğan, F. B., ve Alkibay, S. (2007). Fonksiyonel olmayan tüketici davranışlarının kavramsal boyutu. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi, 2, 156-168. https://dergipark.org.tr/tr/pub/gaziticaretturizm/issue/49894/639557
• Özhan Dedeoğlu, A. (2015). Değişen Pazaryerinde Tüketici ve Tüketimin Rolüne İlişkin Yeni Yaklaşımlar Ortak Üretim (Co-Production) ve Ortak Yaratma (Co-Creation), Ege Stratejik Araştırmalar Dergisi, 6(2), 17-29., Doi: http://dx.doi.org/10.18354/esam.75360
• Özhan Dedeoğlu, A. ve Kabasakal, E. (2019), Müşteri Değeri Kavramı ve Değer Temelli Pazarlama Yaklaşımları, Yeni Nesil Pazarlama Yaklaşımları- Vaka Analizleri ile, Editör:Aysun Kahraman, Esra Güven, Ankara: Gazi Kitabevi Yayınları,
• Palat, B. ve Delhomme, P. (2016). A simulator study of factors influencing drivers’ behavior at traffic lights, Transportation Research Part F: Traffic Psychology and Behaviour, Vol.37, 107-118. https://doi.org/10.1016/j.trf.2015.11.009
• Palat, B., ve Delhomme, P. (2012). What factors can predict why drivers go through yellow traffic lights? An approach based on an extended theory of planned behavior. Safety science, Vol. 50(3), 408-417. https://psycnet.apa.org/doi/10.1016/j.ssci.2011.09.020
• Pancer, E. ve Handelman, J. (2012), "The evolution of consumer well‐being", Journal of Historical Research in Marketing, Vol. 4 No. 1, pp. 177-189. https://doi.org/10.1108/17557501211195118
• Papaioannou, P. (2007). Driver behaviour, dilemma zone and safety effects at urban signalised intersections in Greece, Accident Analysis and Prevention, Vol. 39 (1), 147-158.https://doi.org/10.1016/j.aap.2006.06.014
• Porter, B. ve England, K. (2000). Predicting red-light running behavior: traffic safety in three urban settings. Journal of Safety Research, Vol.31 (1), 1-8. https://doi.org/10.1016/S0022-4375(99)00024-9
• Reynolds, K. L. ve Harris, L. C. (2009). Dysfunctional Customer Behavior Severity: An Empirical Examination, Journal of Retailing, Vol.85(3), 321-335. https://doi.org/10.1016/j.jretai.2009.05.005
• Uyanık, Halit (2021), İdare Hukuku, İstanbul üniversitesi Açık ve Uzaktan Eğitim Fakültesi, https://cdn-acikogretim.istanbul.edu.tr/auzefcontent/20_21_Bahar/idare_hukuku/index.html
• Warde, A. (2015). The Sociology of Consumption: Its Recent Development. Annual Review of Sociology, 41(1), 117–134. https://doi.org/10.1146/annurev-soc-071913-043208
• Wirtz Jochen ve Christopher Lovelock (2018). Essentials of Services Marketing, 3. baskı. Londra: Pearson.
• Yarimoglu, E. ve Gunay, T. (2019). The extended theory of planned behavior in Turkish customers' intentions to visit green hotels. Business Strategy and the Environment, 1–12. https://doi.org/10.1002/bse.2419
• Yaşlıoğlu, M. M. (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması, Istanbul University Journal of the School of Business, Vol/Cilt: 46, Special Issue/Özel Sayı, 74-85. https://dergipark.org.tr/en/download/article-file/369427
• Yılseli, H. ve Özdemir, E. (2021). Satış Elemanlarının Satış Müzakere Becerilerinin Algılanan Satış Performansı Üzerindeki Etkileri, İşletme Araştırmaları Dergisi, Vol.,13(1), 504-519, https://www.isarder.org/2021/vol.13_issue.1_article33.pdf