Neşenur ALTINİĞNE, Didem Gamze IŞIKSAL, Mehmet OKAN

HİZMET ADALETSİZLİĞİNİN DEĞERLENDİRİLMESİNDE KISKANÇLIK VE GLUCKSCHMERZ DUYGULARININ ROLÜ

Bu çalışma hizmet ortamında karşılaşılan adaletsizliklerin müşterilerin tekrardan ziyaret etme niyetleri üzerindeki etkisini ve bu süreçte gluckschmerz (yani başkalarının yaşadığı talihli durumdan duyulan rahatsızlık) ve kıskançlık duygularının rolünü incelemektedir. Aynı zamanda sosyal kimlik teorisinden hareketle grup kimliğinin bu süreçteki düzenleyici rolü de incelenmiştir. 2 (yüksek adaletsizlik ve düşük adaletsizlik) x 2 (iç-grup ve dış-grup) denekler-arası deneysel serim kullanılan ve 331 kişinin senaryolara rassal olarak atandığı bu araştırmada, hizmet adaletsizliği ve adaletsizlikten avantaj elde eden kişilerin grup kimlikleri manipüle edilmiştir. Analiz sürecinde düzenleyicilik, aracılık ve düzenleyici aracılık analizleri ile geliştirilen hipotezler test edilmiştir. Elde edilen bulgulara göre hizmet adaletsizliği ile karşılaşan tüketicilerde kıskançlık ve gluckschmerz duyguları ortaya çıkmakta ve müşterilerin hizmet ortamını tekrar ziyaret etme niyetleri zayıflamaktadır. Bununla birlikte bu etki, adaletsizlikten avantaj elde eden diğer müşterinin, asıl müşteri ile bir bağının olmadığı durumlarda (dış-grup) kıskançlık üzerinden gözlemlenirken, kişinin kendi grubundan tüketicilerin avantaj elde etmesi durumunda kıskançlık duygusu ortaya çıkmamaktadır. Beklenenin aksine, hizmet adaletsizliğinin gluckschmerz duygusu üzerindeki etkisinde ise grup kimliğinin herhangi bir düzenleyici rolünün olmadığı görülmüştür. Son olarak, bu çalışma, hizmet ortamında tanık olunan çeşitli durumlarda hizmet adaletsizliğinin hizmet işletmelerine yönelik niyetleri hangi duygular aracılığı ile ve hangi koşullar altında etkilediğini göstererek, yöneticilere alabilecekleri önlemler ve bu duygusal sürecin yönetimi ile ilgili önerilerde bulunmuştur.

Anahtar Kelimeler:

hizmet adaletsizliği, adaletsizlik, kıskançlık, gluckschmerz, sosyal karşılaştırma

THE ROLE OF ENVY AND GLUCKSCHMERZ IN THE APPRAISAL OF SERVICE UNFAIRNESS

This study examines the mediating role of gluckschmerz (i.e., discomfort with the fortunate situation of others) and envy in the relationship between service unfairness and the revisit intentions of consumers. It also tests the moderating role of group identity in the process on the basis of social identity theory. The study has 2 (severe and mild service unfairness) x 2 (in-group and out-group) between-subject experimental designs. 331 participants were randomly assigned to the scenario-based experimental groups. In the analysis process, moderation, mediation, and mediated moderation hypotheses were tested. Findings show that consumers, who experienced service unfairness, feel envy and gluckschmerz, and hence customers’ revisit intentions decrease. This effect is observed through envy in cases where the other consumer, who takes advantage of the situation, belongs to the out-group. When the other consumer, who takes advantage of the situation, belongs to the in-group, the effect disappears. On the other hand, the moderating effect of group identity becomes non-significant in the case of gluckschmerz. This study shows how service unfairness affects consumers' emotions and revisit intentions and suggests that managers should be careful in the management of the emotional process of service recoveries.

Keywords:

service unfairness, unfairness, envy, gluckschmerz, social comparison,

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