The Mediating Role of Complaint Management in The Impact Of Electronic Negative Word-Of-Mouth Communication On Customer Loyalty

Abstract

The aim of this study is to investigate the mediating role of complaint management in the impact of electronic negative word-of-mouth on customer loyalty. To achieve this objective, data was collected from 390 individuals using an online survey method. The data analysis was conducted using the SPSS software package, performing reliability analysis, exploratory factor analysis, descriptive analyses, correlation, and mediation analysis. The results of the analyses indicated that electronic negative word-of-mouth has an impact on complaint management and customer loyalty, that complaint management affects customer loyalty, and that complaint management has a mediating role in the effect of electronic negative word-of-mouth on customer loyalty.

Keywords

• Electronic Negative Word of Mouth
• Complaint Management
• Customer Loyalty

Elektronik Olumsuz Ağızdan Ağıza İletişimin Müşteri Sadakati Üzerindeki Etkisinde Müşteri Şikâyet Yönetiminin Aracı Rolü

Öz

Bu çalışmanın amacı, elektronik olumsuz ağızdan ağıza iletişimin müşteri sadakati üzerindeki etkisinde şikayet yönetiminin aracılık rolünü araştırmaktır. Bu amaç doğrultusunda, 390 kişiden online anket yöntemiyle veri toplanmıştır. Verilerin analizinde SPSS paket programı kullanılmış, güvenilirlik analizi, açımlayıcı faktör analizi, betimsel analizler, korelasyon ve aracılık analizi yapılmıştır. Yapılan analizler sonucunda, elektronik olumsuz ağızdan ağıza iletişimin şikayet yönetimi ve müşteri sadakati üzerindeki etkisinin olduğu, şikayet yönetiminin müşteri sadakatini etkilediği ve elektronik olumsuz ağızdan ağıza iletişimin müşteri sadakati üzerindeki etkisinde şikayet yönetiminin aracılık rolü bulunduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Elektronik Olumsuz Ağızdan Ağıza İletişim
• Şikayet Yönetimi
• Müşteri Sadakati

Kaynakça

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