HİZMET HATALARINDA MÜŞTERİ KATILIMININ ATFETMEYE ETKİSİNİN DUYGUSAL ZEKA ve İÇSEL KONTROL ODAĞI PERSPEKTİFİNDEN İNCELENMESİ

Year 2020, Volume: 5 Issue: 2, 201 - 224, 30.06.2020

Bilge Villi , Erdoğan Koç

https://doi.org/10.29106/fesa.698365

Abstract

Hizmet sektöründe üretim ve tüketim aynı anda gerçekleşmekte yani eş zamanlı olmaktadır. Müşteri, hizmet sunulurken yaşanabilecek tüm aksaklıkları ya da hataları o anda fark etmektedir. Bundan dolayı ortaya çıkan hizmet hataları kolayca saklanamamakta, istenmese bile müşteriye yansıtılmaktadır. Bu çalışmada, konaklama hizmetlerinde hizmet sunumuna katılan müşterilerin hizmet hatası ile karşılaştıklarında atfetme eğilimlerinin ne olacağının belirlenmesi ve müşteri katılımının atfetmeye etkisinin duygusal zeka ve içsel kontrol odağı perspektifinden incelenmesi hedeflenmiştir. Bu amaçla çalışma kapsamında senaryo tekniği ve literatürde yer alan hazır ölçekler kullanılmıştır. Örneklemi konaklama işletmelerinde konaklama yapabilecek toplam 613 müşteri oluşturmaktadır. Araştırmanın sonuçlarına göre, hizmet hatalarından konaklama işletmesi çalışanını sorumlu tutan müşterilerin prosedürel ve dağıtımsal adalet beklentisinin yüksek olduğu, hizmet hatalarında müşteri katılımının olduğu durumlarda duygusal zeka ile atıfta bulunma arasında bir ilişkinin olduğu, içsel kontrol odağı ile atıfta bulunma arasında herhangi bir ilişkinin olmadığı, müşterinin dışsal atıfta bulunduğu durumlarda şikayet etme eğilimlerinin ve negatif WOM eğilimlerinin yüksek olduğu sonucuna ulaşılmıştır.

Keywords

Hizmet Hatası, Müşteri Katılımı, Atfetme Teorisi

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