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Service Failure, Service Recovery and Attribution Theory: A Conceptual Study

Yıl 2021, Cilt: 14 Sayı: 2, 360 - 383, 31.12.2021
https://doi.org/10.17218/hititsbd.975219

Öz

Firms operating in service industry are required to implement appropriate recovery strategies against the service failure. It has been determined that the studies in the Turkish literature on service failure and service recovery are quite limited compared to the foreign literature. In addition, it is emphasized that the results obtained in the studies conducted in the foreign literature may vary according to the service sub-sectors and cultures. The aim of this study is to contribute to the literature by discussing the concepts of service failure and service recovery on the basis of different theories. In this context, the aim of the study is to discuss the concepts of service failure and service recovery in the context of attribution theory, which is relatively less discussed in the marketing literature compared to other theories. For this purpose, service failure and service recovery are discussed in the context of attribution theory. In this study, conceptual framework of the service failure, service recovery and attribution theory is presented. In addition, the relationship between these concepts is addressed and the Turkish literature examining service failure and service recovery on the basis of attribution theory is reviewed. At the end of the study, suggestions that can form a basis for future studies in the field of service marketing are presented.

Kaynakça

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HİZMET HATASI, HİZMET TELAFİSİ VE ATIF TEORİSİ: KAVRAMSAL BİR ÇALIŞMA

Yıl 2021, Cilt: 14 Sayı: 2, 360 - 383, 31.12.2021
https://doi.org/10.17218/hititsbd.975219

Öz

Hizmet sektöründe faaliyette bulunan işletmeler hizmet hataları karşısında uygun telafi stratejileri uygulamak durumundadırlar. Yapılan literatür incelemesinde hizmet hatası ve hizmet telafisi konusunda Türkçe literatürde yapılan çalışmaların yabancı literatüre göre oldukça kısıtlı olduğu tespit edilmiştir. Ayrıca yabancı literatürde yapılan çalışmalarda elde edilen sonuçların hizmet alt sektörlerine ve kültürlere göre değişebileceği vurgulanmaktadır. Bu kapsamda bu çalışmanın amacı, hizmet hatası ve hizmet telafisi kavramlarının pazarlama literatüründe diğer teorilere göre nispeten daha az ele alınmış olan atıf teorisi bağlamında ele alınmasıdır. Çalışmada hizmet hatası, hizmet telafisi ve atıf teorisi hakkında kavramsal bilgiler verilmiştir. Ek olarak, söz konusu kavramlar arasındaki ilişki tartışılarak hizmet hatası ve hizmet telafisini atıf teorisi temelinde değerlendiren Türkçe literatür incelenmiştir. Çalışmanın sonunda hizmet pazarlaması alanında yapılabilecek gelecek çalışmalara temel oluşturabilecek öneriler sunulmuştur.

Kaynakça

  • Achrol, R. S. (1991). Evolution of the marketing organization: new forms for turbulent environments. Journal of Marketing, 55(4), 77-93. doi: 10.1177/002224299105500 406
  • Akdu, S. (2017). Turizm Sektöründe Hizmet Hatası Telafi Stratejileri, Hizmet Kalitesi Algısı ve Kurumsal İmaj Algısı Arasındaki İlişkiye Yönelik Bir Araştırma (Yayınlanmamış Doktora Tezi). Gümüşhane Üniversitesi, Gümüşhane.
  • Babin, B. J., Zhuang, W. ve Borges, A. (2021). Managing service recovery experience: effects of the forgiveness for older consumers. Journal of Retailing and Consumer Services, 58, 1-10. doi: 10.1016/j.jretconser.2020.102222
  • Bagherzadeh, R., Rawal, M., Wei, S. ve Torres, J. L. S. (2020). The journey from customer participation in service failure to co-creation in service recovery. Journal of Retailing and Consumer Services, 54, 1-10. doi: 10.1016/j.jretconser.2020.102058
  • Bahar, R. (2019). Otomotiv sektöründe müşterilerin atfetme eğilimlerinin marka güveni ve müşteri memnuniyeti perspektifinden incelenmesi (Yayınlanmamış Doktora Tezi). Balıkesir Üniversitesi, Balıkesir.
  • Baker, M.A. (2017). Service failures and recovery: theories and models. E. Koç (Ed.). Service Failures and Recovery in Tourism and Hospitality a Practical Manual, 27-41, Boston: CABI
  • Bell, C. R. ve Zemke, R. E. (1987). Service breakdown: the road to recovery. management review, 76(10), 32-35. Erişim Adresi: https://www.proquest.com/openview/fd89af 3ffce5fce7cdd9f0e8ac2f1c87/1?pq-origsite=gscholar&cbl=41493
  • Berry, L. L. ve Parasuraman, A. (2004). Marketing services: Competing through quality. Simon and Schuster. Erişim Adresi: https://books.google.com.tr/books?hl=tr&lr
  • Bitner, M. J., Booms, B. H. ve Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable ıncidents. Journal of Marketing, 54(1), 71-84. doi: 10.1177/002224299005400105
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  • Lee, S. H. (2018). Guest preferences for service recovery procedures: conjoint analysis. Journal of Hospitality and Tourism Insights, 276-288. doi: 10.1108/JHTI-01-2018-0008
  • Lee, B. Y. ve Cranage, D. A. (2017). Service failure of intermediary service: ımpact of ambiguous locus of control. Journal of Travel & Tourism Marketing, 34(4), 515-530. doi: 10.1080/10548408.2016.1208785
  • Levine, L. ve Bluck, S. (2004). Painting with broad strokes: happiness and the malleability of event memory. Cognition and Emotion, 18(4), 559-574. doi: 10.1080/02699930341000446
  • Lewis, B. R. ve Spyrakopoulos, S. (2001). Service failures and recovery in retail banking: the customers’ perspective. International Journal of Bank Marketing, 37-47. doi: 10.1108/02652320110366481
  • Lovelock, C.ve Wright, L. (2001). Principles of service marketing and management. Prentice Hall. Magnini, V. P., Ford, J. B., Markowski, E. P. ve Honeycutt, E. D. (2007). The service recovery paradox: justifiable theory or smoldering myth?. Journal of Services Marketing, 213-225. doi: 10.1108/08876040710746561
  • Mathew, N. (2010). Perceived controllability and service expectations: ınfluences and determinants of consumer reactions following a service failure (Doctorial Dissertation) Hofstra University, New York.
  • Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54(1), 11-24. doi: 10.1016/S0148-2963(00)00114-4
  • Maxham III, J. G. ve Netemeyer, R. G. (2002). A longitudinal study of complaining customers' evaluations of multiple service failures and recovery efforts. Journal Of Marketing, 66(4), 57-71. doi: 10.1509/jmkg.66.4.57.18512
  • McCollough, M. A. (2009). The recovery paradox: the effect of recovery performance and service failure severity on post-recovery customer satisfaction. Academy of Marketing Studies Journal, 13(1), 89-104. Erişim Adresi: https://www.proquest.com/openview/c7009b6ae
  • Michel, S. (2001). Analyzing service failures and recoveries: a process approach. International Journal Of Service Industry Management, 20-33. doi: 10.1108/09564230110382754
  • Michel, S. ve Meuter, M. L. (2008). The service recovery paradox: true but overrated?. International Journal of Service Industry Management, 441-457. doi: 10.1108/09564230810891897
  • Miller, J. L., Craighead, C. W. ve Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of Operations Management, 18(4), 387-400. doi: 10.1016/S0272-6963(00)00032-2
  • Murphy, K., Bilgihan, A., Kubickova, M. ve Boseo, M. (2015). There is no ‘I’in recovery: managements’ perspective of service recovery. Journal of Quality Assurance in Hospitality & Tourism, 16(3), 303-322. doi: 10.1080/1528008X.2014.902348
  • Nikbin, D., Marimuthu, M., Hyun, S. S. ve Ismail, I. (2014). Effects of stability and controllability attribution on service recovery evaluation in the context of the airline ındustry. Journal of Travel & Tourism Marketing, 31(7), 817-834. doi: 10.1080/10548408.2014.889642
  • Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-430. doi: 10.1086/209358
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  • Shams, G., Rather, R., Rehman, M. A. ve Lodhi, R. N. (2020). Hospitality-Based service recovery, outcome favourability, satisfaction with service recovery and consequent customer loyalty: an empirical analysis. ınternational journal of culture, Tourism and Hospitality Research. 266-284. doi: 10.1108/IJCTHR-04-2020-0079.
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Toplam 91 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Selman Temiz 0000-0001-7899-9625

Ramazan Kurtoğlu 0000-0001-7213-0400

Yayımlanma Tarihi 31 Aralık 2021
Gönderilme Tarihi 27 Temmuz 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 14 Sayı: 2

Kaynak Göster

APA Temiz, S., & Kurtoğlu, R. (2021). HİZMET HATASI, HİZMET TELAFİSİ VE ATIF TEORİSİ: KAVRAMSAL BİR ÇALIŞMA. Hitit Sosyal Bilimler Dergisi, 14(2), 360-383. https://doi.org/10.17218/hititsbd.975219
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