Ürün Geri Çağırmaların Atıf Teorisi Yönünden Pazarlama Bağlamında İncelenmesi: Nitel Meta Analizi

Arızalı ve tehlikeli ürünlerin sayısı arttıkça, ürün geri çağırmalar, çeşitli endüstrilerdeki birçok firma için yaygın bir uygulama haline gelmiştir. Her ne kadar bu eylemin – ürün geri çağırma – tüketicilerin sağlığını korumayı hedef alması gerekse de; bu eylem sayesinde şirketler, paydaşların algı ve beklentilerini etkileyerek hasar gören itibarlarını düzeltmek için de fırsatlar yaratmaktadır. Bu sebeple, atıf teorisini ve uygulamalarını anlamak, akademisyenlere ve pazarlamacılara, kriz sonrası müdahale stratejilerini seçmede, şirket mesaj ve basın bültenlerini belirlemede yardımcı olarak, tüketici algılarını etkilemek ve olası zararı en aza indirgemek için fırsatlar yaratabilecektir. Bu meta-analizin amacı, mevcut ulusal ve uluslararası literatürü, pazarlama bağlamında ve atıf teorisi ışığında gözden geçirmek ve bir model önermektir. Bu çalışmanın sonuçları, ürün geri çağırmalara yönelik tüketici tepkisini etkileyen birçok faktörün bulunduğunu göstermektedir.

Examination of Product Recalls In Terms of Attribution Theory in the Marketing Context: A Qualitative Meta- Analysis

The product recalls have become a common practice for many firms in various industriessince the number of defective and dangerous products are increasing. Even though this action –product recall – should aim to assure the well-being of consumers, it also creates opportunities torestore the damaged reputation of the corporation; by influencing the perceptions and expectationsof the stakeholders. Understanding attribution theory and its applications may help scholars andmarketers to choose the appropriate post crisis response strategies, to adjust messages and pressreleases, in order to shape the consumer attributions, which as a result may create opportunities tominimize the possible damage. The aim of this meta-analysis is to review the current global andTurkish literature in the light of attribution theory from the marketing context and propose a model.Results of this study show that there are number of factors that affect the consumer reactions to theproduct recalls.

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