EFFECTS OF RELATIONAL SATISFACTION ON CRISIS COMMUNICATION STRATEGIES

Yıl 2017, Cilt: 5 Sayı: 2, 348 - 364, 31.07.2017

Engin Çelebi

https://doi.org/10.17680/erciyesakademia.296136

Cited By: 1

Öz

The aim of this study is to investigate the effect of
organizations’ positive or negative relationship with their target groups
before the crisis on different crisis communication strategies. In the context
of the research, motor vehicle brands in Turkey were selected as the
organization and users were selected as stakeholders and Coombs’ situational
crisis communication theories have been tested on 500 vehicle users in a
semi-experimental manner. The results show that there is no meaningful
interaction between relational satisfaction and crisis communication
strategies. In this study, which crisis communication strategy is used,
participants who have a positive relationship with the organization are less
likely to blame the organization in the crisis than participants who have a
negative relationship with the organization. However, the difference between
the responsibility degree of the participants with positive and negative
relational satisfaction towards the organization was not significant. Thus, the
findings of this research reveal that none of the crisis communication
strategies have reduced the responsibilities of organizations in the crisis in
terms of stakeholders. In addition, research findings have given significant
results about perceptions resulting from attitudes towards the current crisis
and supporting action on crisis response will be given if ignored or taken
responsibility. Within the crisis communication strategies, the strategy of
“denial” raised the degree of the accusation of the organization and the
strategy of “apology and compensation” decreased the degree of accusation of
the organization. Another finding is that, who think that the crisis is caused
by internal causes are more blamed the organization.

Anahtar Kelimeler

Public Relations, Crisis Communication, Relational Satisfaction, Crisis Response Strategies

İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ

Öz

Bu çalışmanın amacı kuruluşların kriz öncesinde hedef
kitleleriyle pozitif veya negatif ilişki sürdürmesinin farklı kriz iletişim
stratejileri üzerine etkisinin araştırılmasıdır. Araştırma kapsamında kuruluş
olarak Türkiye’deki motorlu araç markaları, paydaşlar olarak ise mevcut kullanıcıları
seçilmiştir ve Coombs’un durumsal kriz iletişim teorileri yarı deneysel bir yöntemle
500 araç kullanıcısı üzerinde test edilmiştir. Sonuçlar ilişkisel memnuniyet
ile kriz iletişim stratejileri arasında herhangi anlamlı bir etkileşim olmadığını
ortaya koymuştur. Bu çalışmada, hangi kriz iletişim stratejisi kullanılırsa
kullanılsın, kuruluş ile pozitif ilişkileri olan katılımcıların kuruluş ile
negatif ilişkileri olan katılımcılara göre krizde kuruluşu daha az suçladığı
sonucuna ulaşılmıştır. Ancak kuruluşa yönelik olumlu ve olumsuz ilişkisel
memnuniyet duygusuna sahip olan katılımcıların sorumluluk atfı dereceleri arasındaki
fark anlamlı değildi. Bu yüzden bu araştırma sonucundaki bulgular kriz iletişim
stratejilerinden hiçbirinin paydaşlar açısından kuruluşların krizdeki
sorumluluklarını azaltmadığını ortaya çıkarmıştır. Ayrıca araştırma bulguları
krizin nedenine yönelik algılamalar sonucu oluşan tutumlar ve krizde sorumluluk
alınması veya alınmaması durumunda verilecek tepkiler hakkında destekleyici
davranışların kazanılmasına yönelik önemli sonuçlar vermiştir. Kriz iletişim
stratejileri içerisinde “inkâr” stratejisi kuruluşun suçlanma derecesini yükseltmiş,
“özür ve telafi” stratejisi ise kuruluşun suçlanma derecesini düşürmüştür. Diğer
bir bulgu ise krizin kurum içi nedenlerden kaynaklandığını düşünenlerin kuruluşu
daha fazla suçladığı bulgusudur.

Anahtar Kelimeler

Halkla İlişkiler, Kriz İletişimi, İlişkisel Memnuniyet, Kriz Müdahale Stratejileri

Kaynakça

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