MÜŞTERİLERİN HİZMET HATASI VE HİZMET TELAFİSİNE YÖNELİK ALGILARININ DEMOGRAFİK ÖZELLİKLER DOĞRULTUSUNDA TESPİT EDİLMESİ

Year 2018, Issue: 69, 49 - 68, 06.11.2018

Emine Kambur

Abstract

Hizmet sektöründe yapısı gereği hizmet hataları sıkça ortaya çıkmaktadır. Hatanın kaynağı bazen müşteriler bazen de işletmelerdir. Ancak bazen de hatanın dış güçlerden kaynaklandığına inanılır. Dış güçler de şans, kader gibi terimlerin temelini oluşturmaktadır. Burada karşımıza kontrol edilebilirlik, süreklilik ve yörünge çıkmaktadır. Bu çalışma telefonla yapılan rezervasyonun gerçekleşmemesi neticesinde müşterilerin ve otel yönetiminin davranışlarını incelemek, hatanın sorumlusunu bulmak, benzer hatanın tekrar gerçekleşmemesi için otelin önlemler alıp almayacağını belirlemek ve yaşanan hatanın kontrol edilebilme derecesini tespit etmek için hazırlanmıştır. Araştırma kapsamında gönüllü olarak katılan 301 katılımcı ile anket çalışması yapılmıştır. Araştırmada geliştirilen hipotezler SPSS 22.0 programı ile test edilmiştir. Geliştirilen hipotezleri test etmek için de Kruskall Wallis ve Mann Whitney U testleri yapılmıştır. Araştırmanın sonuçlarına göre hizmet hatasına maruz kalan müşterilerin verdiği tepkiler müşterilerin yaşlarına göre anlamlı bir farklılık göstermemektedir. Müşterilerin hizmet hatasını sürekli olarak algılamaları eğitim durumlarına göre anlamlı bir farklılık göstermektedir. Müşterilerin hizmet hatasının kontrol edilebileceğine yönelik algıları cinsiyetlerine göre anlamlı bir farklılık göstermektedir. Müşterilerin hatanın kaynağının bulunacağına yönelik algıları yaşlarına göre anlamlı bir farklılık göstermektedir.

Keywords

Hizmet Hatası, Hizmet Telafisi, Atfetme, Kontrol Edilebilirlik, Süreklilik, Yörünge, Konaklama İşletmeleri

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