ALGILANAN ADALET VE HİZMET TELAFİSİ ARDILLARI ARASINDAKİ İLİŞKİLERİN PLS-SEM İLE ARAŞTIRILMASI

Yıl 2020, Cilt: 1 Sayı: 1, 31 - 41, 31.07.2020

Onur Öztürk , Ahmet Akif Karadamar Çağatan Taşkın

Öz

Amaç
Hizmet sektörü günümüzde oldukça önemli ve hızlı büyüyen bir endüstri haline gelmiştir. Birçok işletme müşterilerini tatmin etmek ve rakiplerinden farklılaşabilmek için kaliteli hizmet sunmaya gayret göstermektedir. Hizmet işletmeleri ellerinden gelenin en iyisini yapsa dahi, tamamen hatasız hizmet sunmak oldukça zordur. Hizmet hatalarının kaçınılmaz olmasından dolayı etkili hizmet telafisi stratejileri uygulamak hizmet işletmeleri için çok önemlidir. Hizmet telafisi stratejilerinin başarısı genellikle müşterilerin hizmet telafisi uygulamalarını ne kadar adil olarak algıladığı ile ilgilidir. Bu nedenle algılanan adaletin üç boyutunun (dağıtım, süreç ve etkileşim) hizmet telafisinin değerlendirilmesinde önemli rol oynadığı söylenebilir. Bu çalışma, algılanan adalet ile hizmet telafisi sonuçları arasındaki ilişkilerin incelenmesine ve araştırma sonucunda elde edilen bulgular ışığında hizmet işletmelerine strateji önerilerinde bulunmayı amaçlamaktadır.
Gereç ve Yöntem
Araştırmada tesadüfi olmayan örnekleme yöntemlerinden kolayda örneklem yoluyla veri toplanmıştır. Algılanan adalet boyutları (dağıtım adaleti, süreç adaleti, etkileşim adaleti), tatmin, tekrar satın alma niyeti ve olumlu ağızdan ağıza iletişim arasındaki ilişkileri test etmek için ilgili literatür incelenerek araştırma modeli oluşturulmuştur. Toplanan verileri analiz etmek için PLS-SEM kullanılmıştır.
Bulgular
Sonuçlar süreç ve etkileşim adaletinin tatmin üzerinde olumlu etkilere sahip olduklarını, tatminin de tekrar satın alma niyeti ve olumlu ağızdan ağıza iletişimi olumlu yönde etkilediğini göstermektedir.
Sonuç
Hizmet işletmeleri hizmet hatasından sonra tatminsizlik yaşayan müşterileri tekrar tatmin edebilmek için özellikle hizmet telafisi süreçlerine ve sahne önü çalışanlarının davranışlarına önem vermelidirler. Tatmin olmuş müşteriler olumlu ağızdan ağıza iletişimde bulunarak işletmenin yeni müşteriler kazanmasına yardımcı olabilirler.

Anahtar Kelimeler

Adalet teorisi, Hizmet hatası, Hizmet telafisi, PLS-SEM

EXPLORING THE RELATIONSHIPS BETWEEN PERCEIVED JUSTICE AND SERVICE RECOVERY OUTCOMES BY MEANS OF PLS-SEM

Öz

Objective
Service sector is a very important and fast-growing industry in the global era. Most firms work hard to satisfy their customers by providing high quality service in order to keep them happy and to differentiate from their competitors. Although the service companies try their best, it is quite hard for them to provide 100% error-free service. Implying efficient service recovery strategies is a must for service firms due to the fact that service failures are inevitable and occur at some point of the service encounter. Successful service recovery strategies mostly rely on whether the customers perceive them as fair or not. Thus, the concept of perceived justice which has three dimensions (distributional, procedural and interactional) is very important for the customers for evaluating service recovery. This study aims to explore the relationships between perceived justice and service recovery outcomes.
Materials and Methods
A convenience sampling method was used in the research. In order to test the relationships among dimensions of perceived justice (distributive justice, procedural justice, interactional justice) and satisfaction, repurchase intention and positive word of mouth, a research model was developed based on the literature. PLS-SEM was conducted to analyze the data.
Results
The results showed that procedural and interactional justice had positive effects on the satisfaction and satisfaction leads to repurchase intentions and positive word of mouth. Various strategies were proposed for service managers in order to improve the effectiveness of management strategies.
Conclusion
Service firms need to pay attention for their service recovery processes and the behaviors of their frontline personel in order to satisfy their customers after a service failure. Satisfied customers may increase the probability of having new customers for the firm by word of mouth.

Anahtar Kelimeler

Justice theory, Service failure, Service recovery, PLS-SEM

Kaynakça

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