HİZMET BAŞARISIZLIĞININ BÜYÜKLÜĞÜ HİZMET TELAFİSİ ETKİNLİĞİNİ ETKİLER Mİ?

Year 2020, , 180 - 198, 31.12.2020

Ümit Doğrul Mehmet İsmail Yağcı

https://doi.org/10.14514/byk.m.26515393.2020.8/2.180-198

Abstract

Hizmet başarısızlıklarının neden olabileceği olumsuzluklardan kaçınmak, başarılı hizmet telafileri sunmakla mümkündür. Başarısızlık sonrası yapılan telafilerin, müşteriler tarafından nasıl değerlendirildiğinin anlaşılması işletme yöneticileri için önemlidir. Müşterilerin, yaşanan bütün başarısızlıklar karşısında hizmet telafilerine verdikleri tepkilerin birbirinin aynı olması beklenmemelidir. Özellikle başarısızlığın büyüklük düzeyi hizmet telafilerinin değerlendirilme sürecinde önemli bir faktördür. Bu çalışmanın amacı, algılanan adalet boyutlarının telafi tatminine etkisi üzerinde başarısızlığın büyüklüğünün düzenleyici etkilerini ortaya koymaktır. Bu kapsamda araştırma amacı doğrultusunda deneysel bir tasarım oluşturulmuştur. Araştırmaya 723 kişi katılmış ve araştırma kapsamında belirlenen hipotezler hiyerarşik regresyon analizi ile test edilmiştir. Analiz sonuçlarına göre, prosedürel ve dağıtımsal adaletin telafi tatmine etkisinin başarısızlığın büyüklüğüne göre farklılaştığı ortaya konmuştur.

Keywords

Hizmet Başarısızlığı, Hizmet Telafisi, Hizmet Başarısızlığı Büyüklüğü, Hiyerşik Regresyon Analizi

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