SAĞLIK KURUMLARINDA HİZMET HATASI TELAFİ STRATEJİLERİNİN MÜŞTERİ MEMNUNİYETİ VE YENİDEN SATIN ALMA NİYETİ ÜZERİNE ETKİSİ

Yıl 2021, Cilt: 24 Sayı: 3, 533 - 554, 29.09.2021

Buse Mete Özgür Uğurluoğlu

Öz

Hizmet telafisi, karşılaşılan hizmet hatalarının yarattığı memnuniyetsizliği gidermede ve yeniden hizmet almanın devamlılığını sağlamada önemli bir stratejik yöntem olarak ortaya çıkmaktadır. Müşteri memnuniyeti sağlamak için şikâyetlere yönelik kurumsal bir cevap olarak hizmet telafi stratejileri uygulanmaktadır. Bu stratejiler; dakiklik, kolaylaştırma, nezaket, özür, düzeltme/onarım, güvenilirlik olarak altı boyutta değerlendirilmektedir. Buradan hareketle, hizmet hatası telafi stratejilerinin uygulanmasının sağlık kurumlarında şikâyette bulunan müşterilerin memnuniyeti ve telafi sonrası satın alma niyetleri üzerindeki etkisini belirlemek bu çalışmanın temel amacı olmaktadır. Bu amaç doğrultusunda araştırma verileri, İzmir ili sınırları içerisinde özel bir sağlık kuruluşundaki 244 şikâyetçi katılımcıya, yüz yüze anket uygulanarak toplanmıştır. Uygulama sonunda elde edilen veriler yapısal eşitlik modeli ile analiz edilerek araştırma hipotezleri test edilmiştir. Yapılan analiz sonuçları ile hizmet telafi stratejilerinden güvenilirlik, nezaket ve düzeltme/onarım boyutlarının, hizmet telafisi sonrası memnuniyet ve yeniden satın alma niyeti üzerinde anlamlı bir etkiye sahip olduğu ortaya koyulmuştur. Özür boyutunun da telafi sonrası memnuniyete etkisinin anlamlı olduğu; ancak yeniden satın alma niyeti ile anlamlı bir ilişkinin bulunmadığı saptanmıştır. Dakiklik ve kolaylaştırma boyutlarının ise hem telafi sonrası memnuniyeti hem de yeniden satın alma niyetini etkilemediği görülmüştür. Ayrıca telafi stratejileriyle sağlanan memnuniyetin, yeniden satın alma niyeti üzerinde anlamlı bir etkisinin bulunduğu tespit edilmiştir. Araştırma bulgularına dayalı olarak sağlık kurumlarının farklı kombinasyonlarla hizmet telafilerini bir arada sunmasının, müşteri memnuniyetini artırmada ve yeniden satın alma niyetini sağlamada daha etkili olacağı düşünülmektedir.

Anahtar Kelimeler

sağlık kurumları, hizmet hatası, memnuniyet, yeniden satın alma, hizmet telafi stratejileri

Destekleyen Kurum

YOK

THE EFFECTS OF SERVICE FAILURE RECOVERY STRATEGIES ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION IN HEALTHCARE ORGANIZATIONS

Öz

Service recovery emerges as an important strategic method for eliminating the dissatisfaction caused by
service failures, and continuing to repurchase service. Service recovery strategies are implemented as a corporate
response to complaints to ensure customer satisfaction. These strategies are evaluated in six dimensions as
timeliness, facilitation, attentiveness, apology, redress, and credibility. From this point of view, it is the main
purpose of this study to determine the effect of implementing service recovery strategies, which consist of six
dimensions, on the satisfaction and post-recovery repurchase intentions of customers who have complained in
health institutions. For this purpose, research data were collected by applying a face-to-face questionnaire to 244
complaining participants in a private health organization within the borders of İzmir province. The data obtained
at the end of the application were analyzed with the structural equation model and the research hypotheses were
tested. The results of the analysis revealed that the credibility, attentiveness and redress dimensions of service
recovery strategies have a significant effect on satisfaction and repurchase intention post-recovery. It has been
proved that the apology dimension also has a significant effect on satisfaction after recovery, and that there is no
significant relationship with repurchase intention. It was observed that timeliness and facilitation dimensions did
not affect both post recovery satisfaction and repurchase intention. In addition, it has been determined that the
satisfaction achieved with recovery strategies has a significant effect on repurchase intention. Based on research
findings, it is thought that the combination of service recoveries in different combinations are provided by health
organizations will be more effective in increasing customer satisfaction and achieving repurchase intention

Anahtar Kelimeler

Healthcare organizations, service failure, service recovery strategies, satisfaction, repurchase

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