NARRATING DISSATISFACTION ONLINE: MOTIVES AND EXPECTATIONS BEHIND NEGATIVE EWOM AS A CONSUMER COMPLAINING RESPONSE

Hizmet telafisi, şikâyet yönetimi ve tüketici şikâyet davranışı uzun süredir araştırmacılar tarafından ayrıntılı incelenen konular olmasına karşın bilgisayar ortamlı iletişim alanındaki gelişmeler araştırmacıların dikkatini yeni bir araştırma konusuna yönlendirmiştir: çevrimiçi tüketici şikâyet davranışı. Tüketicilerin hoşnutsuzluk yaratan kritik olaylar ve hizmet hataları karşısında tepkileri ve bunlara yanıt verme biçimleri, hiç tepki göstermemek, hoşnutsuzluğu toplum içinde ortaya koymak, işletmeye şikâyette bulunmak, işletme ile ilişkiyi kesmek ve/veya geleneksel ya da elektronik olumsuz ağızdan-ağıza iletişim yaymak şeklinde farklılık göstermektedir. Web 2.0 teknolojileri tüketicilere kullanıcı-türevli içerik yaratma ve paylaşma olanağı sunarken, Web 2.0 teknolojileri sayesinde geliştirilen sosyal medya platformları elektronik ağızdan-ağıza iletişim için bir ortam oluşturmaktadır. Bu çalışma, kalitatif bir araştırmaya dayanarak, hoşnutsuzluk yaratan bir satın alma deneyimini sonrası bir şikayet davranışı olarak olumsuz elektronik ağızdan ağıza iletişim yayılması konusuna odaklanmakta ve tüketicilerin şikayet için sosyal medyayı kullanmasının gerisindeki nedenleri ve beklentileri belirlemeyi amaçlamaktadır. 52 kişi ile gerçekleştirilen yapılandırılmış görüşmelerin sonuçları, tüketicilerin turizm hizmet sağlayıcılarının yol açtığı hoşnutsuzluğa bir yanıt olarak olumsuz ağızdan-ağıza iletişime başvurmalarının gerisindeki nedenlerin özgecil -diğerlerini uyarmak, diğerlerine yardım etmek gibive bencil -öfke ve gerilimi boşaltmak, intikam almak ve hoşnutsuzluktan sorumlu tutulan işletmeye zarar vermek gibi- olabileceğini göstermektedir. Yanıtlayıcıların hoşnutsuzluk yaratan bir turizm satın alma deneyimine karşılık olarak olumsuz ağızdan-ağıza iletişime başvurmalarından kaynaklanan beklentileri de sayılan nedenlere bağlı belirlenmektedir. Sonuçlar, turizm hizmet sağlayıcılarına ve araştırmacılara faydalı olacak şekilde, turizm sektöründe tüketici şikâyet davranışı üzerine gelecekteki araştırmalar için bir temel ve çevrimiçi tüketici şikayet davranışını daha iyi anlayabilmek için bir başlangıç noktası sağlayacaktır

HOŞNUTSUZLUĞU ÇEVRİMİÇİ ANLATMAK: BİR TÜKETİCİ ŞİKAYET YANITI OLARAK OLUMSUZ ELEKTRONİK AĞIZDAN-AĞIZA İLETİŞİMİN GERİSİNDEKİ NEDEN VE BEKLENTİLER

Although service recovery, complaint management, and consumer complaining behavior (CCB) have long been studied in detail by researchers; advances in computer-mediated communication has drawn researchers’ attention into a new research topic: online consumer complaining behavior. Consumers’ reactions and responses to critical incidents or service failures which lead to dissatisfaction vary; they may show no action at all, express their dissatisfaction in public, complain to the company, end their relationships with the company and/or engage in negative word-of-mouth-traditional or electronic. While Web 2.0 technologies allow consumers to create and exchange user-generated content, social media, as platforms developed by the help of Web 2.0 technologies, also provides a medium to generate electronic word-of-mouth. This study focuses on the concept of spreading negative eWOM as a consumer complaining response after a dissatisfying purchasing experience and aims to identify consumers' motives and expectations in using social media to complain based on a qualitative research. According to the results of the structured interviews conducted with 52 people, the main motives behind engaging in negative eWOM as a consumer response to dissatisfaction caused by tourism service providers were found to be as altruistic-such as warning others, helping others- and egoistic -venting anger and frustration, vengeance/getting revenge, and damaging the company considered as responsible for consumer's dissatisfaction-. Respondents' expectations from engaging in negative e-WOM as a response to dissatisfied tourism purchase experience were determined by these motives. The results will provide a basis for future research on CCB in tourism sector, and a starting point to a better understanding of online consumer complaining behavior which can be beneficial both for service providers in tourism and researchers

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