KONAKLAMA İŞLETMELERİNDE HİZMET TELAFİSİ, TEKRAR SATIN ALMA VE POZİTİF AĞIZDAN AĞIZA İLETİŞİM ÜZERİNDE MÜŞTERİ ATIFLARININ ETKİSİ

En mükemmel işletmelerin dahi tamamen engelleyemediği hizmet hataları konaklama sektörünün başarısı için kritik bir öneme sahiptir. Bu noktada işletmelerin hizmet hatalarını onarabilmelerinin en etkili yollarından birisi hizmet hatalarına uygun hizmet telafisi stratejilerine sahip olmalarından geçmektedir. Bunun için ise hizmet telafisinin müşterilerde oluşturduğu memnuniyetin oluşum sürecine etki edebilecek her bir değişken hakkında detaylı bilgiye ihtiyaç duyulmaktadır. Bu kapsamda çalışmada, konaklama işletmelerinde yaşanılan hizmet hataları sonrasında, müşterilerin oluşturdukları atıfların telafi memnuniyeti üzerindeki etkisi ve telafi memnuniyetinin de tekrar satın alma ve pozitif ağızdan ağıza iletişim üzerindeki etkisi incelenmiştir. Bu amaç doğrultusunda atıf teorisinin üç alt boyutunun manipüle edildiği sekiz farklı senaryo oluşturulmuş ve sekiz farklı örneklem grubundan çevrimiçi anket yolu ile veriler toplanmıştır. Araştırma sonuçlarına göre, atıf teorisinin alt boyutlarından kontrol edilebilirlik ve hatanın sürekliliği, telafi memnuniyeti üzerinde pozitif yönlü orta seviye bir etkiye sahipken, hatanın kaynağı telafi memnuniyeti üzerinde negatif yönlü orta seviye bir etkiye sahiptir. Ayıca hatanın kaynağının tekrar satın alma niyeti ve pozitif ağızdan ağıza iletişim üzerinde negatif yönlü güçlü bir etkisi ve telafi memnuniyetinin de pozitif ağızdan ağıza iletişim ve tekrar satın alma üzerinde pozitif yönlü güçlü bir etkisi olduğu olduğu tespit edilmiştir.

Anahtar Kelimeler:

Hizmet hatası, Hizmet telafisi, Telafi memnuniyeti, Atıf teorisi., Service failure, Service Recovery, Recovery satisfaction, Attribution theory.

THE EFFECT OF CUSTOMERS’ ATTRIBUTIONS ON SERVICE RECOVERY, REPURCHASE INTENTION AND POSITIVE WORD OF MOUTH IN ACCOMMODATION ESTABLISHMENTS

Service failures, which even the most succesfull companies cannot be completely prevented from, are critical to the success of the hospitality industry. One of the most effective ways for companies to repair (or recover hangisi kullanılırsa) service failures is to have service recovery strategies suitable for the failures. In this context, detailed information is needed about every variable that may affect the process of building customer satisfaction, which is created by service compensation. In this study, the effect of customer attributions on recovery satisfaction after service failures in accommodation establishments and the effect of recovery satisfaction on repurchase intention and positive word-of-mouth communication are examined. In this context, eight different scenarios are created in which the three sub-dimensions of attribution theory are manipulated, and data are collected from eight different sample groups by means of an online questionnaire. The findings show that controllability and stability of failure, which are sub-dimensions of attribution theory, have positive moderate effect on recovery satisfaction, while the locus of causality has negative moderate effect on recovery satisfaction. In addition, it is observed that the locus of causality has strong negative effect on repurchase intention and positive word of mouth, and recovery satisfaction has strong positive effect on positive word of mouth and repurchase intention.

Keywords:

Service failure, Service Recovery, Recovery satisfaction, Attribution theory.,

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