Metin BAŞ, Rana ŞEN, Murat DOĞAN, Veysel YILMAZ

Şikâyet davranışlarının betimlenmesine yönelik bir yapısal eşitlik modeli

Bu çalışmanın amacı, üniversite öğrencilerinin elektronik ürün satın alma sonrası yaşadıkları memnuniyetsizlikler nedeniyle sergiledikleri şikâyet davranışlarını önerilen bir Yapısal Eşitlik Modeli (YEM) ile araştırmaktır. Bu amaçla, 329 üniversite öğrencisinin şikâyete yönelik çeşitli tutum ve davranış ifadelerine katılım düzeyleri 5’li likert ölçeğiyle ölçülmüştür. Önerilen araştırma modelinde, dışsal gizil değişkenler olarak, şikâyete ilişkin soğuma (ALN) ve denetlenebilirlik (CON), içsel gizil değişkenler olarak ise, şikâyetin algılanan değeri (VAL), şikâyetin başarılı olacağına inanç (LKH), şikâyet niyeti (CI), aleni şikâyet davranışı (ALE) ve örtük şikâyet davranışı (ORT) olmak üzere 7 faktör yer almaktadır. Önerilen modelde, öğrencilerin alışveriş yaptığı firmadan soğuması ve firmanın denetlenebilirliğine inanmasının genel şikâyet tutumları ve şikâyet davranışları üzerindeki etkisi 13 hipotezle sınanmıştır. Analiz sonucunda nedensel ilişkilerin sınanmasına yönelik öne sürülen hipotezlerden 7’si desteklenmiştir.

A structural equation model for description of complaint behaviours

The purpose of this study, complaint behaviors, exhibited by university students due to their dissatisfaction after purchase about electronic products, are tried to explain with a proposed structural equation model (SEM). For this purpose, 329 university students' participation levels of various attitude and behavior expressions towards the complaint were measured with 5-point Likert scale. In proposed research model, seven factors are the alienation (ALN) and controllability (CON) towards the complaint as exogenous latent variables, the perceived value of complaint (VAL), the complaint will be successful faith (LKH), the complaint intention (CI), public complaints behavior (ALE) and implicit complaint behavior (ORT) as internal latent variables. Proposed model, students’ alienation from the companies shopping and belief that the controllability of the company effect on attitudes and behaviors of the complaint has been tested 13 hypotheses. Result of the analysis, seven of the proposed hypotheses to test of casual relations was supported.

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