Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi

Müge Örs; Melis Kaytaz

doi:10.26466/opus.676294

EN TR

Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi

Öz

Literatürde az sayıda çalışma olması nedeniyle, çalışmamızda marka aşkı kavramının zıddı olan marka nefreti kavramı incelenmiş ve marka nefreti ile olası sonuçları arasında (marka reddi, negatif WOM, marka öcü) işletmelerin telafi süreçlerinin (tazmin, özür dileme, kendini ifade edebilme) düzenleyici bir etkisi olup olmayacağı araştırılmıştır. Çalışma, kantitatif tanımsal bir araştırma olup, çalışmada 213, markayla nefret ilişkisi yaşamış tüketiciye ulaşılmıştır. Kolayda örnekleme yöntemi kullanılan araştırmada, elde edilen veriler, Açıklayıcı ve Doğrulayıcı Faktör analizi, Yol Analizi gibi ileri bazı analiz yöntemleri ile SPSS 19 ve AMOS 23 paket programları kullanılarak veri analizine tabi tutulmuştur.
Çalışmanın bulgularına göre, tercih ettiği marka ile nefret boyutuna gelmiş negatif bir ilişki yaşayan tüketicilerde, sırasıyla marka ile ilgili etrafındaki kişilere negatif yönde iletişim yapma (nWOM), markayı reddetme ve markanın ürün ve/veya hizmetlerine karşı bilinçli bir şekilde zarar verme eğilimi olarak adlandırılan markadan öc alma durumlarının geliştiği görülmüştür. Bununla birlikte işletmelerin ortaya koydukları tazmin, özür dileme ve kendini ifade edebilme telafi stratejilerinin, marka nefreti yaşayan tüketicilerin ortaya koydukları reddetme, öc alma veya negatif iletişim yapma davranışlarının azalmasında herhangi bir etkisi olmadığı görülmüştür. Buradan hareketle tüketicinin nefret boyutunda bir ilişki yaşadığı markadan, ne türlü bir telafi hizmeti alırsa alsın, kuvvetli bir negatif duygu olan nefretin süreçte hakim geldiği ve müşteriyi eski tutumuna döndüremediği yönündedir.

Anahtar Kelimeler

marka nefreti,marka öcü,marka reddi,nWOM,telafi stratejileri

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Yöneylem

Bölüm

Araştırma Makalesi

Yazarlar

Müge Örs ^* Bu kişi benim
0000-0001-6415-455X
Türkiye

Melis Kaytaz Bu kişi benim
0000-0001-7036-166X
Türkiye

Yayımlanma Tarihi

30 Haziran 2020

Gönderilme Tarihi

16 Ocak 2020

Kabul Tarihi

19 Mayıs 2020

Yayımlandığı Sayı

Yıl 2020 Cilt: 15 Sayı: 26

DOI

https://doi.org/10.26466/opus.676294

IZ

https://izlik.org/JA42UW58FD

APA

Örs, M., & Kaytaz, M. (2020). Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi. OPUS International Journal of Society Researches, 15(26), 4101-4133. https://doi.org/10.26466/opus.676294

Cited By

TÜKETİCİ KİŞİLİK YAPISININ MARKA NEFRETİ ÜZERİNE ETKİSİ: FUTBOL TARAFTARLARI ÜZERİNE BİR UYGULAMA

İşletme Bilimi Dergisi

https://doi.org/10.22139/jobs.1001140

Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi

Moderation Effect Of Recovery Strategies On The Relationship Between Brand Hate And Its Possible Outcomes

Abstract

Keywords

Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

Cited By

TÜKETİCİ KİŞİLİK YAPISININ MARKA NEFRETİ ÜZERİNE ETKİSİ: FUTBOL TARAFTARLARI ÜZERİNE BİR UYGULAMA