Adalet Algısı Boyutlarının Şikâyet Sonrası Davranışlar Üzerine Etkileri: Konaklama İşletmeleri Üzerine Bir Uygulama

Çalışmanın amacı tüketicinin şikâyet sonrası davranışları üzerine hizmet telafisi ölçüm yöntemlerinden biri olan adalet algısı boyutlarının etkilerini saptamaktır. Buna göre çalışmada adalet algısı boyutları olarak bilinen prosedürel, etkileşimsel ve dağıtımsal adalet algılarının; şikâyet sonrası davranışlar olan tekrar satın alma eğilimi ve olumsuz kulaktan kulağa iletişim üzerine etkileri saptanmaya çalışılmıştır. Çalışmada yarı-deneysel bir tasarım oluşturulmuştur. Adalet algısı boyutlarının farklı düzeylerine göre on iki senaryo üretilmiş, her bir senaryo için 20-23 katılımcı olacak şekilde toplam 270 adet veri kullanılmıştır. Çalışmanın sonuçlarına göre, yüksek düzeyde etkileşimsel ve prosedürel adalet algısı deneyimleyen ziyaretçiler daha fazla tekrar satın alma eğilimi ve daha az olumsuz kulaktan kulağa iletişim eğilimi gösterebileceklerdir. Beklenilenin aksine konaklama işletmelerinde şikâyet davranışında bulunan ziyaretçilerin dağıtımsal adalet algıları (örn. indirim ya da geri ödeme) tekrar satın alma ve olumsuz kulaktan kulağa iletişim eğilimlerini etkilememektedir.

The Effects of Perceived Justice Dimensions on Post-Complaint Behaviors: Hospitality Management Case

The purpose of this study is to examine the effects of justice dimensions which are one of the measurement ways of service recovery on consumer's post-complaint behaviors. Thus, in this study the effects of distributive, interactional and procedural justice which are known as justice perception dimensions on repurchase intention and negative word of mouth was investigated. Quasi-experimental design was conducted and twelve scenarios were created according to different levels of justice perception dimensions. Twelve scenarios were created according to the different levels of justice perception dimensions and 270 data were used for each scenario with 20-23 participants. The results indicate that, visitors who experience a high level of interactional and procedural justice of perception may tend to increase repurchase behavior and may decrease negative word of mouth communication intentions. Contrary to expectations, distributive justice (e.g. discount or reimbursement) does not have a significant effect on consumers repurchase and negative word of mouth communication intentions.

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