THE EFFECT OF CUSTOMER COMPLAINT MANAGEMENT, INNOVATION AND LEARNING TO CREATE CORPORATE REPUTATION: A RESEARCH ON TRAVEL AGENTS
Abstract
Customer complaints management and corporate reputation management are among the most studied topics in the business literature in recent years. The work that tests the relationship between these two concepts, both domestic and foreign, is not very common. In particular, studies that test the relationship between customer complaints management and corporate reputation in travel agencies are scarce. From this point of view, in this study, the process of establishing corporate reputation in the travel agencies were introduced with a contribution model of customer complaints management and also process and service innovation and group level and organizational learning models were included as intermediary variables. In the framework of the established model, is the personnel’s learnin process and products/services improve from the data obtained with the customer complaints management and the corporate reputation of the travel agency increases depending on these variables?
Survey method was applied as data collection method in the study. The data were gathered from 431 personnel working in the small and medium-sized group A travel agency in Turkey. The obtained data were analyzed with SPSS 16.0 and LISREL 8.51 packet programs. The theoretical hypothesis that has been proposed is tested using Structural Equation Modeling Technique (SEM). According to the results of the research, it is seen that customer complaints management does not have a direct effect on corporate reputation in the travel agencies but affects corporate reputation through process innovation. In addition, the customer complaints management has both effective on learning and innovation. Five hypotheses proposed in the study were accepted and 4 hypotheses were rejected.
Keywords
Corporate Reputation,Customer Complaint Management,Travel Agency,Innovation
Kaynakça
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