KARGO HİZMETLERİNDE ŞİKÂYET ETME NİYETİ VE ÖNCÜLLERİ ARASINDAKİ İLİŞKİLERİN PLS-SEM İLE ARAŞTIRILMASI

Bu çalışmanın amacı, kargo sektöründe nihai tüketicilerin şikâyet etme niyetlerinin öncüllerinin (kontrol edilebilirlik, bilgi düzeyi, algılanan uzaklaşma ve şikâyete yönelik tutum) şikâyet etme niyeti üzerindeki etkilerini PLS-Sem ile araştırmak ve elde edilen modelleme sonuçlarına göre kargo hizmetleri sunan işletmelere müşteri şikâyet yönetimini daha etkin uygulamaları adına bazı yönetimsel çıkarımlarda bulunmaktır. Araştırma evrenini, Bursa ilinde yaşayan ve kargo firmalarının hizmetlerinden faydalanan ve “yakın zamanda yaşanılan olumsuz hizmete” maruz kalmış müşteriler oluşturmaktadır. Veriler hem online olarak oluşturulan anket formu hem de yüz yüze yapılan görüşmelerle toplanmıştır. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Araştırma modelinin test edilmesinde PLS-Sem kullanılmıştır. Araştırma sonuçları kontrol edilebilirliğin, bilgi düzeyinin, algılanan uzaklaşmanın ve şikâyete yönelik tutumun, şikâyet niyeti üzerinde önemli bir etkiye sahip olduğunu göstermektedir. Kontrol edilebilirliğin hem şikâyete yönelik tutumlar hem de şikâyet etme niyeti üzerinde en önemli öncül olduğu tespit edilmiştir.

Investigating the Relationships among Complaining Intention and Its Antecedents in Cargo Industry by Means of PLS-Sem

The aim of this study is to investigate the influence of the antecedents of complaining intention (controllability, level of knowledge, perceived alienation and attitude towards complaining) on complaining intention of customers in the Cargo sector by means of PLS-Sem and to make some managerial inferences in order to carry out more effective customer complaint management for the Cargo companies according to the results. The main population of the research consists of customers who have been exposed to Cargo service failure in Bursa. The data were collected by online questionnaire and face to face interviews. The convenience sampling method was used in the research. PLS-Sem was used to test the research model. The research results show that controllability, level of knowledge, perceived alienation and attitude towards complaining have significant influences on complaining intention. Controllability was found to be the most important antecedent on attitudes towards complaining and complaining intention.

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