The Effect of Public Relations Perception on Forgiveness and Revenge Behavior

Öz

Aim: Public relations perception, also called corporate reputation, is the collective perception of stakeholders about a business. Thanks to the perception of high-value public relations, businesses gain strategic power over their competitors. However, every business has the possibility of making mistakes and creating a negative impression on its stakeholders. Negative public relations perception can make it difficult to forgive and lead to revenge. This study examines the effect of public relations perception on consumers' forgiveness and revenge behaviors. Method: The sample for this research, which employed the survey method, consists of consumers aged 18 and older who have used services provided by TCDD businesses. 746 consumers were reached through convenience sampling. Path analysis was performed to test the mediating model and Maximum Likelihood (ML) was used as the calculation method. Results: Public relations perception affects forgiveness behavior positively and revenge behavior negatively. Public relations perception indirectly affects revenge behavior through forgiveness behavior. Conclusion: Businesses should develop strategies that will always improve their public relations perception in a positive way to ensure that consumers forgive them or prevent them from taking revenge on them because of a possible mistake. This study contributes to the limited number of studies by revealing the importance of public relations perception in terms of consumer behavior.

Anahtar Kelimeler

• Public Relations
• Perception
• Corporate Reputation
• Forgiveness Behavior
• Revenge Behavior

Halkla İlişkiler Algısının Affetme ve İntikam Davranışı Üzerindeki Etkisi

Öz

Amaç: Kurumsal itibar olarak da adlandırılan halkla ilişkiler algısı, işletmelerin tüm paydaşlarında yarattığı kolektif algıdır. Yüksek değerde oluşturulmuş halkla ilişkiler algısı sayesinde işletmeler, rakiplerine karşı stratejik bir güç kazanmaktadırlar. Ancak her işletmenin hata yapabilme ve paydaşlarında olumsuz izlenim yaratma ihtimali vardır. Olumsuz halkla ilişkiler algısı, affetmeyi zorlaştırabilir ve intikam almaya sebep olabilir. Bu çalışma, halkla ilişkiler algısının tüketicilerin affetme ve intikam davranışları üzerindeki etkisini incelemektedir. Yöntem: Anket yöntemini kullanan bu araştırmanın örneklemi, TCDD işletmelerinin sağladığı hizmetleri kullanan 18 yaş ve üzeri tüketicilerden oluşmaktadır. Kolayda örnekleme ile 746 tüketiciye ulaşılmıştır. Aracı modelin test edilmesinde yol analizi ve hesaplama yöntemi olarak Maximum Likelihood (ML) kullanılmıştır. Bulgular: Halkla ilişkiler algısı; affetme davranışını pozitif, intikam davranışını negatif yönde etkilemektedir. Halkla ilişkiler algısı, affetme davranışı aracılığıyla intikam davranışını dolaylı olarak etkilemektedir. Sonuç: İşletmeler, olası bir hata sonucunda tüketicilerin kendilerini affetmelerini sağlamak veya kendilerinden intikam almalarını engellemek için halkla ilişkiler algılarını daima olumlu yönde etkileyecek stratejiler geliştirmelidirler. Bu çalışma, halkla ilişkiler algısının tüketici davranışı açısından önemini ortaya koyarak, yapılan sınırlı sayıda araştırmaya katkıda bulunmaktadır.

Anahtar Kelimeler

• Halkla İlişkiler
• Algı
• Kurumsal İtibar
• Affetme Davranışı
• İntikam Davranışı

Kaynakça

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