A Scale Study On The Reasons For Lost Customers to Switch and Their Intentions to Return Within Framework of Consumer Behavior Models

Öz

Purpose :This study aims to develop a rating criterion, which we can call a new success indicator for companies in today's economy where customer losses are a big problem. Method: A scale that will most accurately represent the components of switching behavior after the sectoral research in the daily car rental sector, which is one of the sectors where the behavior of switching or changing the service company is most common, is developed, tested, and verified within the scope of CAB (Cognitive, Affective, Behavioral) model, one of the classical customer behavior models.. Online surveys were conducted with 201 lost customers of the biggest brands of the daily car rental industry in Turkey (in April-May 2021). Findings: In the scale whose accuracy has been proven, 3 factors emerged as cognitive, sensory, and behavioral. The first factor, cognitive factors, include price level, the presence of competitors, and customers' awareness of injustice done to them. The second factor, the affective factor, is the emotional commitment and belonging felt as well as general satisfaction. The third factor, behavioral factors, consists of elements such as satisfaction with the experience, belief in returning again. The weights of these factors can be very useful for the industry or company in which the measurement is made to understand the nature of customer switching behavior. It has been understood that emotional and/or behavioral factors such as service quality and satisfaction are more effective than cognitive factors such as price and replacement cost in the sector under study. Originality: The important difference of this scale, called the Lost Customer Scale (LCS), is that it deals with the concepts of lost customers' return intention and negative word of mouth marketing

Anahtar Kelimeler

• Marketing
• Switching
• Lost Customer
• Repurchase Intention
• Return Intention
• WOM (Word of Mouth)
• Retention

TÜKETİCİ DAVRANIŞ MODELLERİ ÇERÇEVESİNDE KAYIP MÜŞTERİLERİN TERK ETME NEDENLERİ VE GERİ DÖNME NİYETLERİ ÜZERİNE BİR ÖLÇEK ÇALIŞMASI

Öz

Amaç: Bu çalışmanın amacı müşteri kayıplarının büyük bir sorun olduğu günümüz ekonomisinde şirketler için yeni bir başarı göstergesi olarak adlandırılabilecek bir derecelendirme ölçütü geliştirmektir. Böylece müşterilerin bir şirketi ya da markayı neden terk ettikleri daha iyi anlaşılabilecektir. Yöntem: Bu amaçla terk etme ya da hizmet alınan şirketi değiştirme davranışının en çok gerçekleştiği sektörlerden birisi olan günlük araç kiralama sektöründe bir araştırma yapılmıştır. Araştırma sonrasında terk etme davranışının bileşenlerini en doğru şekilde temsil edecek bir ölçek, klasik müşteri davranış modellerinden birisi olan CAB (Cognitive-Biliş, AffectiveDuyuş, Behavioral-Davranış) Modeli çerçevesince geliştirilerek sınanmış ve doğruluğu ispatlanmıştır. Türkiye’deki günlük araç kiralama sektörünün en büyük markalarının kayıp müşterilerinden 201 tanesiyle Nisan-Mayıs 2021 döneminde çevrimiçi anketler gerçekleştirilmiştir. Bulgular: Geçerli ve güvenilir olduğu tespit edilen ölçekte, bilişsel, duyusal ve davranışsal olmak üzere 3 faktör ortaya çıkmıştır. İlk faktör olan bilişsel faktörler arasında fiyat düzeyi, rakiplerin varlığı ve müşterilerin kendilerine yapılan haksızlığı fark etmesi sayılabilir. İkinci faktör olan duygusal faktör genel memnuniyet yanında hissedilen duygusal bağlılık ve aidiyettir. Üçüncü faktör olan davranışsal faktörler ise deneyimden duyulan memnuniyet, tekrar geri dönmeye duyulan inanç gibi unsurlardan oluşur. Bu faktörlerin sahip oldukları ağırlıklar ölçümün yapıldığı sektör ya da şirket için müşterilerin terk etme davranışlarının doğasını anlamak için çok yararlı olabilecektir. İncelenen sektörde hizmet kalitesi, memnuniyet gibi duygusal ve/veya davranışsal faktörlerin fiyat, değiştirme maliyeti gibi bilişsel faktörlerden daha fazla etkili olduğu anlaşılmıştır. Özgünlük: Kayıp Müşteri Ölçeği (KMÖ) olarak adlandırılan bu ölçeğin önemli farkı kayıp müşterilerin geri dönme niyeti ve negatif ağızdan ağıza pazarlama kavramlarını birarada ele almış olmasıdır.

Anahtar Kelimeler

• Pazarlama
• Terk Etme
• Kayıp Müşteri
• Yeniden Satın Alma Niyeti
• Geri Dönme Niyeti
• WOM (Ağızdan Ağıza Pazarlama)
• Bağlılık

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