HİZMET BAŞARISIZLIĞININ BÜYÜKLÜĞÜ HİZMET TELAFİSİ ETKİNLİĞİNİ ETKİLER Mİ?

Hizmet başarısızlıklarının neden olabileceği olumsuzluklardan kaçınmak, başarılı hizmet telafileri sunmakla mümkündür. Başarısızlık sonrası yapılan telafilerin, müşteriler tarafından nasıl değerlendirildiğinin anlaşılması işletme yöneticileri için önemlidir. Müşterilerin, yaşanan bütün başarısızlıklar karşısında hizmet telafilerine verdikleri tepkilerin birbirinin aynı olması beklenmemelidir. Özellikle başarısızlığın büyüklük düzeyi hizmet telafilerinin değerlendirilme sürecinde önemli bir faktördür. Bu çalışmanın amacı, algılanan adalet boyutlarının telafi tatminine etkisi üzerinde başarısızlığın büyüklüğünün düzenleyici etkilerini ortaya koymaktır. Bu kapsamda araştırma amacı doğrultusunda deneysel bir tasarım oluşturulmuştur. Araştırmaya 723 kişi katılmış ve araştırma kapsamında belirlenen hipotezler hiyerarşik regresyon analizi ile test edilmiştir. Analiz sonuçlarına göre, prosedürel ve dağıtımsal adaletin telafi tatmine etkisinin başarısızlığın büyüklüğüne göre farklılaştığı ortaya konmuştur.

___

  • Bambauer-Sachse, S. & Rabeson, L. (2015). Determining adequate tangible compensation in service recovery processes for developed and developing countries: The role of severity and responsibility. Journal of Retailing and Consumer Services, 22, 117–127.
  • Barakat, L. L., Ramsey, J. R., Lorenz, M. P. & Gosling, M. (2015). Severe service failure recovery revisited: evidence of its determinats in an emerging market context. International Journal of Research in Marketing, 31, 1-5.
  • Betts, T. K., Wood, M. S. & Tadisina S. K. (2011). The impact of failure severity, prior failure and company control on service recovery outcomes. Journal of Leadership & Organizational Studies, 18(3), 365-376.
  • Bitner, M. J. (1990). Evaluating service encounters: The effect of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
  • Blodgett J. G., Hill D. J. & Tax S. S. (1997). The effects of distributive, procedural and ınteractional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185– 210. Chaplin, W. F. (1991). The Next Generation of Moderator Research in Personality Psychology. Journal of Personality, 59(2), 143–178.
  • Cohen, J., Cohen, P., West, S. G. ve Aiken, L. S. (2003). Applied Multiple Regression / Correlation Analysis for the Behavioral Sciences (3. Baskı), Mahwah, NJ: Erlbaum
  • Craighead, C. W., Karwan, K. R. & Miller, J. L (2004). The effects of severity of failure and customer loyalty on service recovery strategies. Production and Operations Management, 13(4), 307–321.
  • Davidow, M. (2003a). Organizational responses to customer complaints: What works and what doesn’t. Journal of Service Research, 5(3), 225-250.
  • Folger, R. & Greenberg, J. (1985). Procedural justice: an interpretative analysis of personal systems.. In: Rowland, K & Ferris G (eds). Research in personal and human resources management. Greenwich, CT: Jai Press, 141–183.
  • Gilly, M. & Gelb, B. (1982). Post-purchase consumer process and the complaining consumer. Journal of Consumer Research, 9, 323-328.
  • Gravetter, F. J. & Forzano, L. B. (2013). Research method for the behavioral science (5th. ed.). Cengage Learning, USA.
  • Hart, C. W. L., Heskett, J. L & Sasser, W. E. (1990). The profitable art of service recovery. Harward Business Review, 72, 148-156.
  • Higgins, E. T., (1997). Beyond pleasure and pain. Am. Psychol. 52(12), 1280–1300.
  • Hocutt, M. A., Bowers, M. R., & Donavan, D. T. (2006). The art of service recovery: fact or fiction? Journal of Services Marketing, 20(3), 199–207.
  • Hoffman, K. D. & Kelley, S. W. (2000). Perceived justice needs and recovery evaluation: a contingency approach. European Journal of Marketing, 34(3/4), 418-432.
  • Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking servicefailures and employee recovery efforts. Journal of Services Marketing, 9, 49–61.
  • Jianfen, Z., Mingli, Z. & Qingmin, K. (2010). The effect of service fairness on service quality, customer satisfaction and customer loyalty. Management and Service Science (MASS), 2010 International Conference on, 24-26 August 2010.
  • Kelley, S. W., Hoffman, K. D. & Mark A. D. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69 (4), 429-452.
  • Kline, Rex. B. (2005) Principles and Practice of Structural Equation Modeling. New York: The Guilford Press.
  • Lii, Y.S., Ding, M.C. & Chiang, H. (2012). Relative effects of perceived justice in airline service recovery: Is corporate reputation a double-edged word? Business and Information, Sapporo July 3-5, B596-B618.
  • Mattila, A. S. (1999). An examination of factors affecting service recovery in a restaurant setting. Journal of Hospitality & Tourism Research, 23, 284-299.
  • Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Services Marketing. 15 (7), 583-596.
  • Maxham III, J. G. (2001). Service recovery’s influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of Business Research, 54, 11–24.
  • Maxham, J. III & Netemeyer, R. (2002). A Longitudinal study of complaining customers evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66 (4), 57-71.
  • Miller, L. J., Craighead, C. W. & Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of Operations Management, 18, 387-400.
  • Nikbin, D., İsmail, İ., Marimuthu, M. & Jalalkamali, M. (2010). Perceived justice in service recovery and recovery satisfaction: The moderating role of corporate image. International Journal of Marketing Studies, 2(2), 47-56.s
  • Ok, C., Back, K.J. & Shanklin, C.W. (2005). Modeling roles of service recovery strategy: a relationship –focused view. Journal of Hospitality & Tourism Research, 29, 484, 508.
  • Rio-Lanza, A. B., Vazquez-Casielles, R. & Diaz-Martin A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775-781.
  • Sabharwal, N., Soch, H. & Kaur, H. (2010). Are we satisfied with incompetent services? A scale development approach for service recovery. Journal of Services Research, 10(1), 126-143.
  • Seiders, K. & Berry L. L. (1998). Service fairness: what it is and why it matters. Acad Manage Exec, 12(2), 8– 20.
  • Smith, A. K., Bolton, R. N. & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36, 356-372.
  • Sparks, B. A. & McColl-Kennedy, J. R. (2001). Justice strategy options for increased customer satisfaction in a services. Journal of Business Research, 54, 209– 218.
  • Tax, S. S., Brown, S. W. & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62 (2), 60-76.
  • Tsarenko, Y. & Tojib, D. (2012). The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes. Journal of Marketing Management, 28(9–10), 1217–1239.
  • Weun, S., Beatty, S & Jones, M. (2004). The impact of service failure severity on service recovery evaluations andpost-recovery relationships. Journal of Services Marketing, 18(2), 133 – 146.
  • Whitley, B. E. & Kite, M. E. (2013). Principles of Research in Behavioral Science (3th ed.). Taylor &Francis, New York.
  • Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.
  • Zemke, R. (1993). The art of service recovery: fixing broken customers and keeping them on your side. American Management Association, New York, 463–476.
Beykoz Akademi Dergisi-Cover
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 2013
  • Yayıncı: Beykoz Üniversitesi
Sayıdaki Diğer Makaleler

TÜRK SİGORTACILIK SEKTÖRÜNDE ETKİNLİK VE ETKİNLİĞİ BELİRLEYEN FAKTÖRLERİN TESADÜFİ ETKİ PANEL TOBİT MODELİ İLE TAHMİNİ

Gülşah GENÇER ÇELİK, Volkan ÖNGEL

ÜNİVERSİTE ÖĞRENCİLERİNİN AKADEMİK BAŞARILARINI ETKİLEYEN ÖRGÜTSEL FAKTÖRLERİN KARİYER KARARLIĞINA ETKİSİ:İSTANBUL'DAKİ VAKIF ÜNİVERSİTESİ ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Necmiye Tülin İRGE, Melike Mehveş PAMUK, Özlem Munise KAYNAK

TÜRKİYE’DE DOLAYLI VE DOLAYSIZ VERGİ GELİRLERİNİ ETKİLEYEN FİNANSAL PİYASA GÖSTERGELERİ

Turgay MÜNYAS

ETİKET ALGISININ TÜKETİCİLERİN SATIN ALMA ÜZERİNDEKİ ETKİLERİ

Dilistan SHIPMAN, Yaşar Birol SAYGI

OTANTİK LİDERLİĞİN İŞE YABANCILAŞMAYA ETKİSİ VE LİDER-ÜYE ETKİLEŞİMİNİN BU İLİŞKİDEKİ DÜZENLEYİCİ ROLÜ

Berat ÇİÇEK, Mehmet Ali TÜRKMENOĞLU

İSTANBUL’UN ARAZİ KULLANIM DEĞİŞİMİ VE METRO AĞI KAPSAMA ALANLARINA YÖNELİK MEKANSAL ANALİZLER

İsmail ÖNDEN, Emre ÇAKMAK

KIYAMET VE DEPREM: ANADOLU MİTLERİ VE İSLAMİ ÖĞELER AÇISINDAN KÜÇÜK KIYAMET FİLMİNİN İNCELENMESİ

Zeynep KOÇER

ÖĞÜNLERİNİ YANINDA TAŞIYAN KİŞİ İMAJI ÜZERİNE BİR ARAŞTIRMA: ÜNİVERSİTE ÖĞRENCİLERİ ARASINDA SAĞLIKLI BESLENME DAVRANIŞINI TUTUNDURMAK İÇİN ALTERNATİF BİR YOL

Özge SIĞIRCI

PAZARLAMA YÖNETİMİNDE KULLANIMI AÇISINDAN TOÇ MODELİNİN İÇERİK ANALİZİYLE İNCELENMESİ

Özge HABİBOĞLU, Mehmet Yaman ÖZTEK, Serdar PİRTİNİ

TÜRKİYE’DE DÜZEY-2 KAPSAMINDA YER ALAN BÖLGELERİN İŞGÜCÜ PİYASASI PERFORMANS ANALİZİ

Süheyla ERİKLİ, Serap Pelin TÜRKOĞLU