Öz
Amaç
Hizmet sektörü günümüzde oldukça önemli ve hızlı büyüyen bir endüstri haline gelmiştir. Birçok işletme müşterilerini tatmin etmek ve rakiplerinden farklılaşabilmek için kaliteli hizmet sunmaya gayret göstermektedir. Hizmet işletmeleri ellerinden gelenin en iyisini yapsa dahi, tamamen hatasız hizmet sunmak oldukça zordur. Hizmet hatalarının kaçınılmaz olmasından dolayı etkili hizmet telafisi stratejileri uygulamak hizmet işletmeleri için çok önemlidir. Hizmet telafisi stratejilerinin başarısı genellikle müşterilerin hizmet telafisi uygulamalarını ne kadar adil olarak algıladığı ile ilgilidir. Bu nedenle algılanan adaletin üç boyutunun (dağıtım, süreç ve etkileşim) hizmet telafisinin değerlendirilmesinde önemli rol oynadığı söylenebilir. Bu çalışma, algılanan adalet ile hizmet telafisi sonuçları arasındaki ilişkilerin incelenmesine ve araştırma sonucunda elde edilen bulgular ışığında hizmet işletmelerine strateji önerilerinde bulunmayı amaçlamaktadır.
Gereç ve Yöntem
Araştırmada tesadüfi olmayan örnekleme yöntemlerinden kolayda örneklem yoluyla veri toplanmıştır. Algılanan adalet boyutları (dağıtım adaleti, süreç adaleti, etkileşim adaleti), tatmin, tekrar satın alma niyeti ve olumlu ağızdan ağıza iletişim arasındaki ilişkileri test etmek için ilgili literatür incelenerek araştırma modeli oluşturulmuştur. Toplanan verileri analiz etmek için PLS-SEM kullanılmıştır.
Bulgular
Sonuçlar süreç ve etkileşim adaletinin tatmin üzerinde olumlu etkilere sahip olduklarını, tatminin de tekrar satın alma niyeti ve olumlu ağızdan ağıza iletişimi olumlu yönde etkilediğini göstermektedir.
Sonuç
Hizmet işletmeleri hizmet hatasından sonra tatminsizlik yaşayan müşterileri tekrar tatmin edebilmek için özellikle hizmet telafisi süreçlerine ve sahne önü çalışanlarının davranışlarına önem vermelidirler. Tatmin olmuş müşteriler olumlu ağızdan ağıza iletişimde bulunarak işletmenin yeni müşteriler kazanmasına yardımcı olabilirler.
Anahtar Kelimeler
Kaynakça
- Amin, R. M., Piaralal, S. K., Daud, Y. R., & Mohamed, B. (2020). An Empirical Study on Service Recovery Satisfaction in an Open and Distance Learning Higher Education Institution in Malaysia. International Review of Research in Open and Distributed Learning, 21(2), 36-60.
- Andreassen, T. W. (2000). Antecedents to Satisfaction With Service Recovery. European Journal of Marketing, 1-50.
- Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of retailing, 69(4), 399-428.
- Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of retailing, 73(2), 185-210.
- Cai, R., & Qu, H. (2018). Customers’ Perceived Justice, Emotions, Direct and Indirect Reactions to Service Recovery: Moderating Effects of Recovery Efforts. Journal of Hospitality Marketing&Management, 27(3), 323-345.
- Chen, P., & Kim, Y. G. (2019). Role of the Perceived Justice of Service Recovery: A Comparison of First-Time and Repeat Visitors”, Tourism and Hospitality Research, 19(1), 98-111.
- Guchait, P., Han, R., Wang, X., Abbott, J., & Liu, Y. (2019). Examining Stealing Thunder as a New Service Recovery Strategy: Impact on Customer Loyalty. International Journal of Contemporary Hospitality Management, 31(2), 931-952.
- Hair, J. F., Ringle, C. M., &Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
- Hart, C. W., Heskett, J. L., & Sasser, J. W. (1990). The profitable art of service recovery. Harvard business review, 68(4), 148-156.
- Hoffman, K. D., & Kelley, S. W. (2000). Perceived justice needs and recovery evaluation: a contingency approach. European Journal of marketing, 34(3/4), 418-433.
- Jung, J., Han, H., & Oh, M. (2017). Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework. Tourism Management, 59, 139-153.
- Kotler, P. & Keller, K. L. (2012). Marketing Management, 14th Edition. New Jersey, Prentice Hall.
- Kuo, Y. F., & Wu, C. M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127-138.
- Matos, C. A. D., Fernandes, D. V. D. H., Leis, R. P., & Trez, G. (2011). A cross-cultural investigation of customer reactions to service failure and recovery. Journal of International Consumer Marketing, 23(3-4), 211-228.
- Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Services Marketing, 15(7), 583-596.
- Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24.
- McCollough, M. A. (2000). The effect of perceived justice and attributions regarding service failure and recovery on post-recovery customer satisfaction and service quality attitudes. Journal of Hospitality & Tourism Research, 24(4), 423-447. McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of service research, 3(2), 121-137.
- Migacz, J. S., Zou, S., & Petrick, J. F. (2018). The Terminal Effects of Service Failures on Airlines: Examining Service Recovery With Justice Theory. Journal of Travel Research, 57 (1), 83-98.
- Muhammad, L., & Rana, E. G., (2020). Mediating Role of Customer Forgiveness Between Perceived Justice and Satisfaction”, Journal of Retailing and Consumer Services, 52, 1-7.
- Nguyen, D. T., & McColl-Kennedy, J. R. (2003). Diffusing customer anger in service recovery: A conceptual framework. Australasian Marketing Journal (AMJ), 11(2), 46-55.
- Qin, J., Chen, Q., & Wan, Y. (2012, April). The effects of service recovery justice and perceived switching costs on customer loyalty in e-tailing. In POMS 23rd Annual Conference (pp. 20-23).
- Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22, 1-15.
- Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 36(3), 356-372.
- Wallin Andreassen, T. (2000). Antecedents to satisfaction with service recovery. European Journal of Marketing, 34(1/2), 156-175.
- Weun, S., Beatty, S. E., & Jones, M. A. (2004). The impact of service failure severity on service recovery evaluations andpost-recovery relationships. Journal of Services Marketing, 18(2), 133-146.
EXPLORING THE RELATIONSHIPS BETWEEN PERCEIVED JUSTICE AND SERVICE RECOVERY OUTCOMES BY MEANS OF PLS-SEM
Öz
Objective
Service sector is a very important and fast-growing industry in the global era. Most firms work hard to satisfy their customers by providing high quality service in order to keep them happy and to differentiate from their competitors. Although the service companies try their best, it is quite hard for them to provide 100% error-free service. Implying efficient service recovery strategies is a must for service firms due to the fact that service failures are inevitable and occur at some point of the service encounter. Successful service recovery strategies mostly rely on whether the customers perceive them as fair or not. Thus, the concept of perceived justice which has three dimensions (distributional, procedural and interactional) is very important for the customers for evaluating service recovery. This study aims to explore the relationships between perceived justice and service recovery outcomes.
Materials and Methods
A convenience sampling method was used in the research. In order to test the relationships among dimensions of perceived justice (distributive justice, procedural justice, interactional justice) and satisfaction, repurchase intention and positive word of mouth, a research model was developed based on the literature. PLS-SEM was conducted to analyze the data.
Results
The results showed that procedural and interactional justice had positive effects on the satisfaction and satisfaction leads to repurchase intentions and positive word of mouth. Various strategies were proposed for service managers in order to improve the effectiveness of management strategies.
Conclusion
Service firms need to pay attention for their service recovery processes and the behaviors of their frontline personel in order to satisfy their customers after a service failure. Satisfied customers may increase the probability of having new customers for the firm by word of mouth.
Anahtar Kelimeler
Kaynakça
- Amin, R. M., Piaralal, S. K., Daud, Y. R., & Mohamed, B. (2020). An Empirical Study on Service Recovery Satisfaction in an Open and Distance Learning Higher Education Institution in Malaysia. International Review of Research in Open and Distributed Learning, 21(2), 36-60.
- Andreassen, T. W. (2000). Antecedents to Satisfaction With Service Recovery. European Journal of Marketing, 1-50.
- Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants' negative word-of-mouth behavior and repatronage intentions. Journal of retailing, 69(4), 399-428.
- Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of retailing, 73(2), 185-210.
- Cai, R., & Qu, H. (2018). Customers’ Perceived Justice, Emotions, Direct and Indirect Reactions to Service Recovery: Moderating Effects of Recovery Efforts. Journal of Hospitality Marketing&Management, 27(3), 323-345.
- Chen, P., & Kim, Y. G. (2019). Role of the Perceived Justice of Service Recovery: A Comparison of First-Time and Repeat Visitors”, Tourism and Hospitality Research, 19(1), 98-111.
- Guchait, P., Han, R., Wang, X., Abbott, J., & Liu, Y. (2019). Examining Stealing Thunder as a New Service Recovery Strategy: Impact on Customer Loyalty. International Journal of Contemporary Hospitality Management, 31(2), 931-952.
- Hair, J. F., Ringle, C. M., &Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
- Hart, C. W., Heskett, J. L., & Sasser, J. W. (1990). The profitable art of service recovery. Harvard business review, 68(4), 148-156.
- Hoffman, K. D., & Kelley, S. W. (2000). Perceived justice needs and recovery evaluation: a contingency approach. European Journal of marketing, 34(3/4), 418-433.
- Jung, J., Han, H., & Oh, M. (2017). Travelers' switching behavior in the airline industry from the perspective of the push-pull-mooring framework. Tourism Management, 59, 139-153.
- Kotler, P. & Keller, K. L. (2012). Marketing Management, 14th Edition. New Jersey, Prentice Hall.
- Kuo, Y. F., & Wu, C. M. (2012). Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions. International Journal of Information Management, 32(2), 127-138.
- Matos, C. A. D., Fernandes, D. V. D. H., Leis, R. P., & Trez, G. (2011). A cross-cultural investigation of customer reactions to service failure and recovery. Journal of International Consumer Marketing, 23(3-4), 211-228.
- Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Services Marketing, 15(7), 583-596.
- Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24.
- McCollough, M. A. (2000). The effect of perceived justice and attributions regarding service failure and recovery on post-recovery customer satisfaction and service quality attitudes. Journal of Hospitality & Tourism Research, 24(4), 423-447. McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of service research, 3(2), 121-137.
- Migacz, J. S., Zou, S., & Petrick, J. F. (2018). The Terminal Effects of Service Failures on Airlines: Examining Service Recovery With Justice Theory. Journal of Travel Research, 57 (1), 83-98.
- Muhammad, L., & Rana, E. G., (2020). Mediating Role of Customer Forgiveness Between Perceived Justice and Satisfaction”, Journal of Retailing and Consumer Services, 52, 1-7.
- Nguyen, D. T., & McColl-Kennedy, J. R. (2003). Diffusing customer anger in service recovery: A conceptual framework. Australasian Marketing Journal (AMJ), 11(2), 46-55.
- Qin, J., Chen, Q., & Wan, Y. (2012, April). The effects of service recovery justice and perceived switching costs on customer loyalty in e-tailing. In POMS 23rd Annual Conference (pp. 20-23).
- Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22, 1-15.
- Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of marketing research, 36(3), 356-372.
- Wallin Andreassen, T. (2000). Antecedents to satisfaction with service recovery. European Journal of Marketing, 34(1/2), 156-175.
- Weun, S., Beatty, S. E., & Jones, M. A. (2004). The impact of service failure severity on service recovery evaluations andpost-recovery relationships. Journal of Services Marketing, 18(2), 133-146.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | İşletme |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Temmuz 2020 |
| Gönderilme Tarihi | 4 Kasım 2020 |
| Yayımlandığı Sayı | Yıl 2020 Cilt: 1 Sayı: 1 |
Dizinler (Indexing)