Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth

Yıl 2022, , 209 - 225, 29.07.2022

Beyza Gültekin , Ayşe Yazgülü Güvercin

https://doi.org/10.17233/sosyoekonomi.2022.03.11

Cited By: 1

Öz

The present research investigates the moderating role of blame attribution in dissatisfaction-doing nothing and negative word of mouth on the dissatisfaction-switching relationships. The proposed model is tested using data collected face-to-face from 188 airline passengers who have encountered an airline service failure by the convenience sampling method. Process analysis tests the hypotheses on the moderator roles of blame attribution and negative word of mouth. The results reveal that the dissatisfaction-doing nothing link is negatively moderated by blame attribution. The dissatisfaction-switching relationship is positively moderated by negative word of mouth. With the moderation of negative word of mouth and blame attribution, this study provides a deeper understanding of the consequences of customer dissatisfaction on customer reactions such as switching and doing nothing.

Anahtar Kelimeler

Customer Dissatisfaction, Blame Attribution, Doing Nothing, Negative Word of Mouth, Switching

Teşekkür

We would like to express our deepest thanks to Merve Vardarsuyu (Ph.D.).

Müşteri Tatminsizlik Düzeyi ve Tepkileri: Firmayı Suçlama Düzeyi ve Olumsuz Kulaktan Kulağa İletişimin Düzenleyici Etkileri

Öz

Çalışmanın amacı; tatminsizlik düzeyi - hiçbir şey yapmama ilişkisinde suçlama düzeyinin ve tatminsizlik düzeyi-değiştirme arasındaki ilişkide olumsuz kulaktan kulağa iletişimin düzenleyici etkileri araştırmaktır. Araştırmanın modeli, havayollarından hizmet aldıkları süreçte hizmet hatası ile karşılaşmış 188 yolcudan kolayda örneklem yöntemiyle yüz yüze toplanan veriler kullanılarak test edilmiştir. Suçlama ve olumsuz kulaktan kulağa iletişimin düzenleyicilik rollerine ilişkin hipotezleri test etmek için süreç analizi kullanılmıştır. Araştırma sonuçları, suçlama düzeyinin, tatminsizlik düzeyi-hiçbir şey yapmama ilişkisinde olumsuz düzenleyici etkisini ortaya koymuştur. Ayrıca, tatminsizlik-değiştirme ilişkisinde de olumsuz kulaktan kulağa iletişimin olumlu düzenleyici etkisi tespit edilmiştir. Bu çalışma; müşteri tatminsizliğinin, olumsuz kulaktan kulağa iletişim ve firmayı suçlama düzeyinin düzenleyiciliğiyle müşterilerin değiştirme davranışlarına ve hiçbir şey yapmamalarına etkilerini ortaya koymaktadır.

Anahtar Kelimeler

Müşteri Tatmini, Suçlama, Hiçbir Şey Yapmama, Olumsuz Kulaktan Kulağa İletişim, Değiştirme

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