Araştırma Makalesi
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Hizmet Hatası ve Telafisi Kapsamında Sosyal Kaygının Tüketicilerin Şikâyet Etme Niyeti Üzerinde Düzenleyici Etkisinin Araştırılması: Restoran Sektöründe Bir Araştırma

Yıl 2022, Cilt: 15 Sayı: 2, 335 - 363, 30.12.2022
https://doi.org/10.37093/ijsi.1140415

Öz

Hizmetlerin kendine has özellikleri nedeniyle işletmelerin hatasız hizmet sunumu hedeflerini gerçekleştirmeleri oldukça güçtür. Hizmet hataları neticesinde gerçekleşen müşteri tatminsizliği, işletmelerin etkin hizmet telafisi stratejileri uygulayarak ortadan kaldırılabilir ve müşterilerin şikâyet etme, işletmeyi değiştirme ve olumsuz ağızdan ağıza iletişim gibi gelecekte işletmeyi kötü etkileyebilecek olan davranışları önlenebilir. Bu çalışma, hizmet telafisi tatmininin öncülleri ve ardıllarından oluşan bir teorik model önermekte ve bu modeli test etmeyi amaçlamaktadır. Bunlara ilaveten sosyal kaygının telafi tatmini ve şikâyet etme niyeti arasındaki ilişkide düzenleyici rol oynayıp oynamadığının incelenmesi de çalışmanın diğer bir amacıdır. Modeli test etmek için 467 katılımcıdan elde edilen veriler PLS-SEM ile analiz edilmiştir. Elde edilen sonuçlara göre etkileşim ve dağıtım adaleti boyutlarının telafi tatminini olumlu yönde etkilediği, telafi tatmininin de değiştirme niyeti, şikâyet etme niyeti ve olumsuz ağızdan ağıza iletişim değişkenlerini olumsuz yönde etkilediği, son olarak da sosyal kaygının telafi tatmini ve şikâyet etme niyeti arasındaki ilişki üzerinde düzenleyici bir etkiye sahip olduğu ifade edilebilir.

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Investigation of the Moderating Effect of Social Anxiety on Consumers’ Complaining Intentions in the Context of Service Failure and Recovery: A Research in the Restaurant Industry

Yıl 2022, Cilt: 15 Sayı: 2, 335 - 363, 30.12.2022
https://doi.org/10.37093/ijsi.1140415

Öz

Due to the unique characteristics of services, it is difficult for companies to achieve service delivery without any failures. Even though it is arduous to prevent every service failure, companies can use successful service recovery strategies to turn dissatisfied customers into satisfied ones. This study aims to propose and test a model consisting of antecedents and outcomes of recovery satisfaction. The study also aims to test the effects of distributive, procedural and interactional justice on recovery satisfaction and the effects of recovery satisfaction on complaining intentions, switching intentions and negative word of mouth. The last aim of the study is to test the moderator effect of social anxiety on the relationship between recovery satisfaction and complaining intention. To test the model, data were collected from 467 individuals, and PLS-SEM was applied. The results indicate that both interactional and distributive justice have a positive effect on recovery satisfaction. The results also demonstrate that recovery satisfaction has a negative effect on complaining intention, switching intention and negative word of mouth. In addition, it is found that the relationship between recovery satisfaction and complaining intention is moderated by social anxiety.

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  • Payments ense (2020). Restaurant insights 2020: The inside story on eating out (Annual Market Report). https://www.paymentsense.com/media/2069/restaurant-insights-2020-paymentsense.pdf
  • Rapee, M. R., & Heimberg, R. G. (1997). A cognitive-behavioral model of anxiety in social phobia. Behaviour Research and Therapy, 35(8), 741–756. https://doi.org/10.1016/S0005-7967(97)00022-3
  • 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. https://doi.org/10.1016/j.jretconser.2014.09.001
  • Roschk, H. & Gelbrich, K. (2017). Compensation Revisited: A Social Resource Theory Perspective on Offering a Monetary Rescue After a Service Failure. Journal of Service Research, 20(4), 393–408.
  • Santos, C. P. dos, & Fernandes, D. V. der H. (2008). Antecedents and consequences of consumer trust in the context of service recovery. BAR - Brazilian Administration Review, 5, 225–244. https://doi.org/10.1590/S1807-76922008000300005
  • Sarstedt, M., Wilczynski, P., & Melewar, T. C. (2013). Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities. Journal of World Business, 48(3), 329–339. https://doi.org/10.1016/j.jwb.2012.07.017
  • Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
  • Schoefer, K. (2008). The role of cognition and affect in the formation of customer satisfaction judgements concerning service recovery encounters. Journal of Consumer Behaviour, 7(3), 210–221. https://doi.org/10.1002/cb.246
  • Schoefer, K., Wäppling, A., Heirati, N., & Blut, M. (2019). The moderating effect of cultural value orientations on behavioral responses to dissatisfactory service experiences. Journal of Retailing and Consumer Services, 48, 247–256. https://doi.org/10.1016/j.jretconser.2019.02.009
  • Schreiber, F., Heimlich, C., Schweitzer, C., & Stangier, U. (2015). Cognitive therapy for social anxiety disorder: The impact of the “self-focused attention and safety behaviours experiment” on the course of treatment. Behavioural and Cognitive Psychotherapy, 43(2), 158–166. https://doi.org/10.1017/S1352465813000672
  • Severt, D. E., & Rompf, P. D. (2006). Consumers’ perceptions of fairness and the resultant effect on customer satisfaction. Journal of Hospitality & Leisure Marketing, 15(1), 101–121. https://doi.org/10.1300/J150v15n01_07
  • Shapiro, T., Nieman-Gonder, J. M., Andreoli, N. A., & Trimarco-Beta, D. (2006). An experimental investigation of justice-based service recovery on customer satisfaction, loyalty, and word-of-mouth intentions. Psychological Reports, 99(3), 864–878. https://doi.org/10.2466/PR0.99.3.864-878
  • Sindhav, B., Holland, J., Rodie, A. R., Adidam, P. T., & Pol, L. G. (2006). The impact of perceived fairness on satisfaction: Are airport security measures fair? Does it matter? Journal of Marketing Theory and Practice, 14(4), 323–335. http://www.jstor.org/stable/40470906
  • Singh, J. (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues. Journal of Marketing, 52(1), 93–107. https://doi.org/10.1177/002224298805200108
  • 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. https://doi.org/10.2307/3152082
  • Sugathan, P., Rossmann, A., & Ranjan, K. R. (2018). Toward a conceptualization of perceived complaint handling quality in social media and traditional service channels. European Journal of Marketing, 52(5/6), 973–1006. https://doi.org/10.1108/EJM-04-2016-0228
  • Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60–76. https://doi.org/10.1177/002224299806200205
  • Toasttab (2020). Word-of-mouth marketing: How to get people talking. https://pos.toasttab.com/blog/on-the-line/word-of-mouth-marketing
  • Tsao, W.-C. (2018). Star power: The effect of star rating on service recovery in the hotel industry. International Journal of Contemporary Hospitality Management, 30(2), 1092–1111. https://doi.org/10.1108/IJCHM-05-2016-0247
  • Vázquez-Casielles, R., Suárez Álvarez, L., & Díaz Martín, A. M. (2010). Perceived justice of service recovery strategies: Impact on customer satisfaction and quality relationship. Psychology & Marketing, 27(5), 487–509. https://doi.org/10.1002/mar.20340
  • Voorhees, C. M., & Brady, M. K. (2005). A service perspective on the drivers of complaint intentions. Journal of Service Research, 8(2), 192–204. https://doi.org/10.1177/1094670505279702
  • Voorhees, C. M., Brady, M. K., Calantone, R., & Ramirez, E. (2016). Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119–134. https://doi.org/10.1007/s11747-015-0455-4
  • Wallin Andreassen, T. (2000). Antecedents to satisfaction with service recovery. European Journal of Marketing, 34(1/2), 156–175. https://doi.org/10.1108/03090560010306269
  • Weun, S., Beatty, S. E., & Jones, M. A. (2004). The impact of service failure severity on service recovery evaluations and post-recovery relationships. Journal of Services Marketing, 18(2), 133–146. https://doi.org/10.1108/08876040410528737
  • Wirtz, J., & Mattila, A. S. (2004). Consumer responses to compensation, speed of recovery and apology after a service failure. International Journal of Service Industry Management, 15(2), 150–166. https://doi.org/10.1108/09564230410532484
  • Yim, C. K. B., Gu, F. F., Chan, W. K., & Tse, D. K. (2003). Justice-based service recovery expectations: Measurement and antecedents. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 36–52. https://jcsdcb.com/index.php/JCSDCB/article/view/74
  • Zeelenberg, M., & Pieters, R. (1999). Comparing service delivery to what might have been: Behavioral responses to regret and disappointment. Journal of Service Research, 2(1), 86–97. https://doi.org/10.1177/109467059921007
  • Zemke, R., & Bell, C. (1990). Service recovery: Doing it right the second time. Training, 27(6), 42–48.
Toplam 118 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Onur Öztürk 0000-0003-0403-9933

Yayımlanma Tarihi 30 Aralık 2022
Gönderilme Tarihi 4 Temmuz 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 15 Sayı: 2

Kaynak Göster

APA Öztürk, O. (2022). Hizmet Hatası ve Telafisi Kapsamında Sosyal Kaygının Tüketicilerin Şikâyet Etme Niyeti Üzerinde Düzenleyici Etkisinin Araştırılması: Restoran Sektöründe Bir Araştırma. International Journal of Social Inquiry, 15(2), 335-363. https://doi.org/10.37093/ijsi.1140415

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