Olumsuz Duyguların Ve Kurumsal İtibarın Banka Müşterilerinin Alternatif Şikâyet Davranışları Üzerindeki Etkileri

Bu çalışmanın amacı, kurumsal itibar ve hizmet hatası sonrası oluşan olumsuz duyguların (rahatsızlık ve irrite olma) iki şikâyet davranışı (doğrudan firmaya veya üçüncü kurumlara şikâyet) üzerindeki etkilerini bankacılık sektörü özelinde incelemektir. Çalışmanın verisi bankacılık hizmetlerinde hizmet hatası ile karşılaşan ve şikâyette bulunan 366 banka müşterisinden anket yöntemi ile toplanmıştır. Araştırma modeli Kısmi En Küçük Kareler YEM ile Smart PLS programı kullanılarak test edilmiştir. Sonuçlar, doğrudan firmaya yönlendirilen şikâyetler üzerinde kurumsal itibarın olumsuz duygulardan daha fazla etkiye sahip olduğunu; olumsuz duyguların ise, banka müşterilerini daha çok üçüncü taraflara şikâyete yönlendirdiğini göstermektedir. Olumsuz duygular aynı zamanda kurumsal itibar ile üçüncü taraflara şikâyet arasında düzenleyicilik etkisi göstermektedir. Çalışma, tüketicilerin farklı şikâyet davranışlarının altında yatan öncüllerin farklı kaynaklardan etkilenebileceği fikri ile literatüre katkıda bulunmaktadır. Çalışma aynı zamanda kurumsal itibar ve olumsuz duyguların şikâyet davranış türleri üzerindeki birlikte etkisini incelemesi açısından da katkı sağlar niteliktedir.

Anahtar Kelimeler:

Firmaya şikâyet, Üçüncü taraflara şikâyet, Kurumsal İtibar, Olumsuz Duygular

The Effects of Negative Emotions and Corporate Reputation on Alternative Voice Complaint Behavior of Bank Customers

This study examines the effects of both corporate reputation and negative emotions after failure (annoyance and irritation) on two voice-complaint behaviors, namely, direct firm and third-party complaints. Survey data were collected from 366 customers who experienced a banking service failure and complained. The research model was tested with Partial Least Square SEM using SmartPLS. The results showed that perceived corporate reputation has a greater impact than negative emotions on direct firm complaints, whereas negative emotions lead bank customers to 3rd parties. The relationship between corporate reputation and 3rd party complaints was fully mediated by the intensity of negative emotions. The study offers broader thinking on customer complaint behavior experience choices by proposing the notion that underlying antecedents of customers’ different voice complaint behaviors may come from different sources, such as a bank’s reputation appears to be judged by customers’ experience or the intensity of the negative emotion after a failure. This study also contributes to the existing literature by examining the joint effects of firm reputation and negative emotions on complaint behavior in emerging markets.

Keywords:

Customer Firm Complaint, Third Party Complaint, Corporate Reputation, Negative Emotion,

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