LEYLA ÖZER, HATİCE AZİZE ERGENELİ, Vugar HAMİDLİ

Satınalma sonrası tatminsizlik durumundaki tepkiler: Türkiye ve Azerbaycan'da bir araştırma

Müşterilerin tatmini sağlanamadığında tatminsizlik nedenlerinin ve müşterilerin tatmin olmadığında vereceği tepkilerin belirlenmesi ve bu durumu gidermeye çalışmak önemlidir. Aynı zamanda, bu tepkilerin belirlenmesi, etkili bir şekilde yönetilmesi ve tatminsizlik durumunun ortadan kaldırılması, müşterinin tekrar işletmeye, markaya veya ürüne dönmesini sağlayabilecektir. Ancak, literatürde tatminsizlik durumunda verilen tepkiler farklı ele alınmaktadır. Bu çalışmanın amacı tatminsizlik durumunda verilebilecek tepkileri belirlemek, iki farklı ülkede (Türkiye ve Azerbaycan) bunu test etmek, gruplamak ve her iki ülkedeki katılımcıların tatminsizlik durumunda tepki verme niyetleri arasındaki farklılıkları belirlemektir. Yapılan analizler sonucunda üç tepki grubu bulunmuştur. Bu tepki gruplarından ‘İşletmeye şikayet’ ve ‘Bireysel tepki’, Azerbaycan ve Türk katılımcılar tarafından daha fazla yapılmakta, ‘Üçüncü tarafa şikayet’ grubu ise, her iki ülke katılımcıları tarafından tercih edilmemektedir.

Anahtar Kelimeler:

pazarlama, Türkiye

After purchase dissatisfaction responses: An examination in Turkey and Azerbaijan

When consumers are not satisfied, it is neccessary to identify the reasons of those dissatisfactions as well as the dissatisfaction responses and to overcome them. Thus, to recognize and manage these responses effectively helps firms to overcome those dissatisfactions and make customers return to the firm, brand and product. In literature, responses to the dissatisfying situations can be handeled in different ways. The aim of the study is to identify the responses, test these responses in two different countries (Turkey and Azerbaijan), cluster them and recognize the differences of the participant responses to dissatisfaction intentions among those countries. According to the results, three different response groups were found. In Turkey and Azerbaijan, generally “complain to firm” and “individual response” groups were seen as complaint behaviour, but “complain to the third party” were not preferred by the participants of both countries.

Keywords:

marketing, Turkey,

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