Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi

Literatürde az sayıda çalışma olması nedeniyle, çalışmamızda marka aşkı kavramının zıddı olan marka nefreti kavramı incelenmiş ve marka nefreti ile olası sonuçları arasında (marka reddi, negatif WOM, marka öcü) işletmelerin telafi süreçlerinin (tazmin, özür dileme, kendini ifade edebilme) düzenleyici bir etkisi olup olmayacağı araştırılmıştır. Çalışma, kantitatif tanımsal bir araştırma olup, çalışmada 213, markayla nefret ilişkisi yaşamış tüketiciye ulaşılmıştır. Kolayda örnekleme yöntemi kullanılan araştırmada, elde edilen veriler, Açıklayıcı ve Doğrulayıcı Faktör analizi, Yol Analizi gibi ileri bazı analiz yöntemleri ile SPSS 19 ve AMOS 23 paket programları kullanılarak veri analizine tabi tutulmuştur. Çalışmanın bulgularına göre, tercih ettiği marka ile nefret boyutuna gelmiş negatif bir ilişki yaşayan tüketicilerde, sırasıyla marka ile ilgili etrafındaki kişilere negatif yönde iletişim yapma (nWOM), markayı reddetme ve markanın ürün ve/veya hizmetlerine karşı bilinçli bir şekilde zarar verme eğilimi olarak adlandırılan markadan öc alma durumlarının geliştiği görülmüştür. Bununla birlikte işletmelerin ortaya koydukları tazmin, özür dileme ve kendini ifade edebilme telafi stratejilerinin, marka nefreti yaşayan tüketicilerin ortaya koydukları reddetme, öc alma veya negatif iletişim yapma davranışlarının azalmasında herhangi bir etkisi olmadığı görülmüştür. Buradan hareketle tüketicinin nefret boyutunda bir ilişki yaşadığı markadan, ne türlü bir telafi hizmeti alırsa alsın, kuvvetli bir negatif duygu olan nefretin süreçte hakim geldiği ve müşteriyi eski tutumuna döndüremediği yönündedir.

Anahtar Kelimeler:

marka nefreti, marka öcü, marka reddi, nWOM, telafi stratejileri

Moderation Effect Of Recovery Strategies On The Relationship Between Brand Hate And Its Possible Outcomes

Due to the limited number of studies in the literature, in this study, the concept of brand hate and its possible outcomes (brand rejection, negative word of mouth, retaliation) were examined in the moderation effect of recovery strategies (apology, compensation and voice). The study is a quantitative descriptive study and it is reached to 213 consumers who had hate relationship with brands. Convinient sampling method was used and the data obtained were subjected to data analysis such as Explanatory, Confirmatory Factor analysis and Path Analysis, using statistical package programme of SPSS 19 and AMOS 23. The findings of the study indicate that consumers who have a brand hate are showing respectively a negative word of mouth, brand rejection and brand retaliation. In addition, it is revealed that recovery strategies (apology, compensation and voice) put forward by companies are not be able to decrease the relationship between brand hate and brand rejection, retaliation or negative word of mouth (nWOM) From this point of view, it is seen that no matter what kind of compensation service the consumer receives from the hated brand prevails in the process (as hate is the strongest negative emotion) and is unable to return the customer to his former attitude

Keywords:

Brand Hate, brand rejection, brand retaliation, nWOM, recovery strategies,

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