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Müşteri Şikayetleri ve Çözülmeyen Şikayetlerinin Finansal Sonuçları

Yıl 2007, Sayı: 3, 71 - 90, 01.04.2007

Öz

The world "complain" does not have a very positive meaning; hence it is quite understandable why companies are disturbed by customer complaints. When a customer complains it means that something went wrong in the company whether it is due to poor quality or due to a rude sales assistant, or alternatively due to a bad business process. But when there is a problem there is an improvement too. Fortunately, this is a matter of attitude, and companies can change their attitude to improve their business. This article is aiming to show how complain handling can improve the financial performance of the firms. When money talks, it becomes easier to change attitudes. This paper argues that customer retention improves profits. To improve retention rate, a company needs to improve complain management.

Kaynakça

  • .Barış G. (2000), Resources, Cooperation and Strategy: The Case of Small and Medium-Sized Turkish Textile Firms, University of Sheffield, Yayınlanmamış Doktora Tezi, İngiltere
  • .Barış G. (2006), Kusursuz Müşteri Memnuniyeti için Şikâyet Yönetimi, Mediacat, İstanbul
  • .Barlow J, ve C Moller (1996), A Complaint is a Gift, Berrett-Koehler Publishers, Inc., USA
  • .Bearden W. O. ve J. B. Mason (1984), An investigation of influences on consumer complaint reports, Advances in Consumer Research, Vol. 11,5.490-495
  • .Brecka J. (1994), The American customer satisfaction index, Quality Progress, Vol. 27, No. 10, s. 41 -45
  • .Chebat J. ve W. Slusarczyk (2005), How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study, Journal of Business Research, Vol. 58, s. 664-673
  • .Clark G.L, P. F. Kaminski ve D. R. Rink (1993) Consumer complaints: advice on how companies should respond, The Journal of Consumer Marketing, Vol. 9, No. 3, s.5-14
  • .Douglas H. K., S. W. Kelly ve H.M. Rotalsky (1995), Tracking service failures and employee recovery efforts, The Journal of Services Marketing,, Vol. 9, No. 1, Başlangıç S.49-
  • .Doyle P. (2003), Değer Temelli Pazarlama, (Çev. Gülfidan Barış), Mediacat, İstanbul
  • .Gilly M. C. ve W. B. Stevenson (1991), Dynamics of complaint management in the service organization, Journal of Consumer Affairs, Vol. 25, No. 2, Kış, s. 295-323
  • .Goodman J. (2006), Manage complaints to enhance loyalty, Progress, Vol. 39, No. 2, s. 28-34
  • .Goodman J. A ve S. Newman (2003a), Six steps to integrating complaint data into QA decisions, Quality Progress, Vol. 36, No. 2, s. 42-47
  • .Goodman J. ve S. Newman (2003b), Understand customer behavior and complaints, Quality Progress, Vol. 36, No. 1, s. 51-58
  • .Goodman J. A. ve D. S. Ward (1993),The importance of customer satisfaction, Direct Marketing, Vol. 56, No. 8, s. 23-26
  • •Goodman, J., P. O'Brien ve E. Segal (2000),Turning CFOs into quality champions, Quality Progress, Vol. 33, No. 3, s. 47-54
  • •Halstead D. (2002), Negative word of mount: substitute for or supple ment to consumer complaints, Journal of Consumer Satisfaction and Dissatisfaction and Complaining Behavior, Vol. 15, s. 1 -12
  • •Harari 0. (1997), Thank heavens for complainers, Management Re view, Vol. 86, No. 3, Mart, s. 25-29
  • •Johnston R. (1998), The effect of intensity of dissatisfaction on com plaining behaviour, Journal of Consumer Satisfaction and Dissat isfaction and Complaining Behavior, Vol. 11. s. 69-77
  • •Johnston R. (2001), Linking complaint management to profit, Inter national Journal of Service Industry Management, Vol. 12, No. 1, Başlangıç s. 6-
  • •Kasouf C. J., K. G. Celuch ve J. C. Strieter (1995), Consumer complaints as market intelligence: orienting context and conceptual frame work, Journal of Consumer Satisfaction and Dissatisfaction and Complaining Behavior, Vol. 8, s.59-68
  • •Otto S. D., B.L. Parry, C. R. Payne, J. C. Huefner ve H. K. Hunt (2004), When consumers get upset: modeling the cost of store avoidance, Journal of Consumer Satisfaction, Dissatisfaction and Complain ing Behavior,Vol. 17, s .42-53
  • •Page G ve J. Goodman (2004), Getting handle on the problems that cost you the most business, American Banker, 1.2. 2004, Vol. 169, No. 1,5.9
  • •Plymire J. (1991), Complaints as opportunities, Business Horizons, Vol. 34, No. 2, s. 79-81
  • •Rampersad H. (2001), 75 painful questions about your customer sat isfaction, The TQM Magazine, Vol. 13, No. 5, s. 343-346
  • •Scriabina N. ve Fomichov S. (2005), 6 ways to benefit from customer complaints, Quality Progress, Vol. 38, No. 9, s. 49-54
  • •Stauss B. ve A. Schoeler (2004), Complaint management profitabili ty: what do complaint managers know? Managing Service Quality, Vol. 14, No. 2/3, s. 147-156
  • •Stephens N. ve K. P. Gwinner (1998), Why don't some people com plain? A cognitive-emotive process model of consumer complaint behavior, Journal of Academy of Marketing Science, Vol. 26, No. 3, s. 172-189
  • .Walsh A. (1996), Customer perception of quality of service and response to the compliant- handling process of a rental car company, Journal of Consumer Satisfaction and Dissatisfaction and Complaining Behavior, Vol. 9. s. 190-199
  • .Whalley A., I. Headon ve D. O'Conor (2001), Obtaining and Retaining Customers, Scitech Educational, s. 06-4
  • .Wilson H. M. (1998), Do the right things right, Quality Progress, Vol. 31, No. 12, s. 27-30
  • .www.migros.com.tr/migros/yatirimci_eylul_2004.pdf, Erişim Tarihi: 13 Temmuz 2006
  • .http://www.tansas.com.tr/docs/sunum_sonuclar/Sunumlar/2004_ ANALIST_TOPLANTISI.pdf, Erişim Tarihi: 13 Temmuz 2006

Müşteri Şikayetleri ve Çözülmeyen Şikayetlerinin Finansal Sonuçları

Yıl 2007, Sayı: 3, 71 - 90, 01.04.2007

Öz

Şikâyet kelimesi pek de olumlu bir anlam içermez, bu nedenle işletmelerin müşteri şikâyetlerinden rahatsız olmaları hayli anlaşılır bir şeydir. Bir müşteri şikâyet ettiğinde, bunun anlamı işletmede bir şeylerin yanlış gittiğidir, yanlış giden şeyler kötü kaliteden, kaba satış elemanından ya da alternatif olarak kötü iş süreçlerinden kaynaklanıyor olabilir. Ancak nerede bir sorun varsa orada gelişme de vardır. İşin güzel yanı bu bir tutum meselesidir ve işletmeler, işlerini iyileştirmek adına, tutumlarını değiştirebilirler. Bu makalenin amacı, işletmelerin şikâyetleri ele almasının fınansalperformanslarını nasıl iyileştirdiğini göstermektir. Ortaya konulan argümanlar parasal değerle ifade edildiğinde tutum değiştirmek kolaylaşır. Bu çalışmada müşteriyi elde tutmamın kârı artırdığı, müşteri elde tutma oranlarını arttırmak için de şikâyet yönetiminin geliştirilmesi gerektiği tartışılmıştır.

Kaynakça

  • .Barış G. (2000), Resources, Cooperation and Strategy: The Case of Small and Medium-Sized Turkish Textile Firms, University of Sheffield, Yayınlanmamış Doktora Tezi, İngiltere
  • .Barış G. (2006), Kusursuz Müşteri Memnuniyeti için Şikâyet Yönetimi, Mediacat, İstanbul
  • .Barlow J, ve C Moller (1996), A Complaint is a Gift, Berrett-Koehler Publishers, Inc., USA
  • .Bearden W. O. ve J. B. Mason (1984), An investigation of influences on consumer complaint reports, Advances in Consumer Research, Vol. 11,5.490-495
  • .Brecka J. (1994), The American customer satisfaction index, Quality Progress, Vol. 27, No. 10, s. 41 -45
  • .Chebat J. ve W. Slusarczyk (2005), How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study, Journal of Business Research, Vol. 58, s. 664-673
  • .Clark G.L, P. F. Kaminski ve D. R. Rink (1993) Consumer complaints: advice on how companies should respond, The Journal of Consumer Marketing, Vol. 9, No. 3, s.5-14
  • .Douglas H. K., S. W. Kelly ve H.M. Rotalsky (1995), Tracking service failures and employee recovery efforts, The Journal of Services Marketing,, Vol. 9, No. 1, Başlangıç S.49-
  • .Doyle P. (2003), Değer Temelli Pazarlama, (Çev. Gülfidan Barış), Mediacat, İstanbul
  • .Gilly M. C. ve W. B. Stevenson (1991), Dynamics of complaint management in the service organization, Journal of Consumer Affairs, Vol. 25, No. 2, Kış, s. 295-323
  • .Goodman J. (2006), Manage complaints to enhance loyalty, Progress, Vol. 39, No. 2, s. 28-34
  • .Goodman J. A ve S. Newman (2003a), Six steps to integrating complaint data into QA decisions, Quality Progress, Vol. 36, No. 2, s. 42-47
  • .Goodman J. ve S. Newman (2003b), Understand customer behavior and complaints, Quality Progress, Vol. 36, No. 1, s. 51-58
  • .Goodman J. A. ve D. S. Ward (1993),The importance of customer satisfaction, Direct Marketing, Vol. 56, No. 8, s. 23-26
  • •Goodman, J., P. O'Brien ve E. Segal (2000),Turning CFOs into quality champions, Quality Progress, Vol. 33, No. 3, s. 47-54
  • •Halstead D. (2002), Negative word of mount: substitute for or supple ment to consumer complaints, Journal of Consumer Satisfaction and Dissatisfaction and Complaining Behavior, Vol. 15, s. 1 -12
  • •Harari 0. (1997), Thank heavens for complainers, Management Re view, Vol. 86, No. 3, Mart, s. 25-29
  • •Johnston R. (1998), The effect of intensity of dissatisfaction on com plaining behaviour, Journal of Consumer Satisfaction and Dissat isfaction and Complaining Behavior, Vol. 11. s. 69-77
  • •Johnston R. (2001), Linking complaint management to profit, Inter national Journal of Service Industry Management, Vol. 12, No. 1, Başlangıç s. 6-
  • •Kasouf C. J., K. G. Celuch ve J. C. Strieter (1995), Consumer complaints as market intelligence: orienting context and conceptual frame work, Journal of Consumer Satisfaction and Dissatisfaction and Complaining Behavior, Vol. 8, s.59-68
  • •Otto S. D., B.L. Parry, C. R. Payne, J. C. Huefner ve H. K. Hunt (2004), When consumers get upset: modeling the cost of store avoidance, Journal of Consumer Satisfaction, Dissatisfaction and Complain ing Behavior,Vol. 17, s .42-53
  • •Page G ve J. Goodman (2004), Getting handle on the problems that cost you the most business, American Banker, 1.2. 2004, Vol. 169, No. 1,5.9
  • •Plymire J. (1991), Complaints as opportunities, Business Horizons, Vol. 34, No. 2, s. 79-81
  • •Rampersad H. (2001), 75 painful questions about your customer sat isfaction, The TQM Magazine, Vol. 13, No. 5, s. 343-346
  • •Scriabina N. ve Fomichov S. (2005), 6 ways to benefit from customer complaints, Quality Progress, Vol. 38, No. 9, s. 49-54
  • •Stauss B. ve A. Schoeler (2004), Complaint management profitabili ty: what do complaint managers know? Managing Service Quality, Vol. 14, No. 2/3, s. 147-156
  • •Stephens N. ve K. P. Gwinner (1998), Why don't some people com plain? A cognitive-emotive process model of consumer complaint behavior, Journal of Academy of Marketing Science, Vol. 26, No. 3, s. 172-189
  • .Walsh A. (1996), Customer perception of quality of service and response to the compliant- handling process of a rental car company, Journal of Consumer Satisfaction and Dissatisfaction and Complaining Behavior, Vol. 9. s. 190-199
  • .Whalley A., I. Headon ve D. O'Conor (2001), Obtaining and Retaining Customers, Scitech Educational, s. 06-4
  • .Wilson H. M. (1998), Do the right things right, Quality Progress, Vol. 31, No. 12, s. 27-30
  • .www.migros.com.tr/migros/yatirimci_eylul_2004.pdf, Erişim Tarihi: 13 Temmuz 2006
  • .http://www.tansas.com.tr/docs/sunum_sonuclar/Sunumlar/2004_ ANALIST_TOPLANTISI.pdf, Erişim Tarihi: 13 Temmuz 2006
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Gülfidan Barış Bu kişi benim

Yayımlanma Tarihi 1 Nisan 2007
Gönderilme Tarihi 16 Ağustos 2014
Yayımlandığı Sayı Yıl 2007 Sayı: 3

Kaynak Göster

APA Barış, G. (2007). Müşteri Şikayetleri ve Çözülmeyen Şikayetlerinin Finansal Sonuçları. Verimlilik Dergisi(3), 71-90.

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