Hizmet Hatası ve Telafisi Kapsamında Sosyal Kaygının Tüketicilerin Şikâyet Etme Niyeti Üzerinde Düzenleyici Etkisinin Araştırılması: Restoran Sektöründe Bir Araştırma

Yıl 2022, Cilt: 15 Sayı: 2, 335 - 363, 30.12.2022

Onur Öztürk

https://doi.org/10.37093/ijsi.1140415

Öz

Hizmetlerin kendine has özellikleri nedeniyle işletmelerin hatasız hizmet sunumu hedeflerini gerçekleştirmeleri oldukça güçtür. Hizmet hataları neticesinde gerçekleşen müşteri tatminsizliği, işletmelerin etkin hizmet telafisi stratejileri uygulayarak ortadan kaldırılabilir ve müşterilerin şikâyet etme, işletmeyi değiştirme ve olumsuz ağızdan ağıza iletişim gibi gelecekte işletmeyi kötü etkileyebilecek olan davranışları önlenebilir. Bu çalışma, hizmet telafisi tatmininin öncülleri ve ardıllarından oluşan bir teorik model önermekte ve bu modeli test etmeyi amaçlamaktadır. Bunlara ilaveten sosyal kaygının telafi tatmini ve şikâyet etme niyeti arasındaki ilişkide düzenleyici rol oynayıp oynamadığının incelenmesi de çalışmanın diğer bir amacıdır. Modeli test etmek için 467 katılımcıdan elde edilen veriler PLS-SEM ile analiz edilmiştir. Elde edilen sonuçlara göre etkileşim ve dağıtım adaleti boyutlarının telafi tatminini olumlu yönde etkilediği, telafi tatmininin de değiştirme niyeti, şikâyet etme niyeti ve olumsuz ağızdan ağıza iletişim değişkenlerini olumsuz yönde etkilediği, son olarak da sosyal kaygının telafi tatmini ve şikâyet etme niyeti arasındaki ilişki üzerinde düzenleyici bir etkiye sahip olduğu ifade edilebilir.

Anahtar Kelimeler

Hizmet hatası, hizmet telafisi, sosyal kaygı, PLS-SEM, restoran sektörü

Investigation of the Moderating Effect of Social Anxiety on Consumers’ Complaining Intentions in the Context of Service Failure and Recovery: A Research in the Restaurant Industry

Öz

Due to the unique characteristics of services, it is difficult for companies to achieve service delivery without any failures. Even though it is arduous to prevent every service failure, companies can use successful service recovery strategies to turn dissatisfied customers into satisfied ones. This study aims to propose and test a model consisting of antecedents and outcomes of recovery satisfaction. The study also aims to test the effects of distributive, procedural and interactional justice on recovery satisfaction and the effects of recovery satisfaction on complaining intentions, switching intentions and negative word of mouth. The last aim of the study is to test the moderator effect of social anxiety on the relationship between recovery satisfaction and complaining intention. To test the model, data were collected from 467 individuals, and PLS-SEM was applied. The results indicate that both interactional and distributive justice have a positive effect on recovery satisfaction. The results also demonstrate that recovery satisfaction has a negative effect on complaining intention, switching intention and negative word of mouth. In addition, it is found that the relationship between recovery satisfaction and complaining intention is moderated by social anxiety.

Anahtar Kelimeler

Service failure, service recovery, social anxiety, PLS-SEM, restaurant industry

Kaynakça

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