Examining the Relationship between Perception of Justice and Desire for Revenge and Betrayal

Year 2022, Volume: 17 Issue: 3, 637 - 663, 01.12.2022

Oğuz Han Aykut , Aysel Erciş

https://doi.org/10.17153/oguiibf.1090993

Abstract

Customers who have problems in the product or service delivery of companies have a perception of various negativity due to the problems they face. In the face of this situation, customers perceive injustice and think they are being deceived. This causes them to have a desire for revenge against the firms and even to act with the idea of equalizing the situation by harming them. In this study, the effects of the types of justice on perceived betrayal were examined to determine both how customers who felt a desire for revenge behaved and what kind of revenge behavior the customers exhibited. The sample of the study is constituted of customers aged 18 and over who have a material or moral problem with the product or service they have purchased and directly transmit their complaints to the consumer arbitral tribunal or related companies connected to this problem. Descriptive statistics, reliability analysis, validating factor analysis, and SEM analysis were used in the analysis of the data. As a result of the analyses, it was determined that procedural and interactive justice had an effect on perceived betrayal, perceived betrayal on the desire for revenge, and desire for revenge on customer revenge behavior.

Keywords

Justice Theory, Perceived Betrayal, Desire for Revenge, Customer Revenge Begavior

Adalet Algısı ile İntikam Arzusu ve İhanet İlişkisinin İncelenmesi

Abstract

Firmaların ürün ya da hizmet sunumunda problem yaşayan müşteriler karşılaştıkları sorunlar nedeniyle çeşitli olumsuzluk algısına sahip olurlar. Bu durum karşısında müşteriler adaletsizlik algılayarak aldatıldıklarını düşünürler. Bu durum onların firmalara karşı intikam arzuları beslemesine ve hatta onlara zarar vererek durumu eşitleme düşüncesiyle intikam davranışı sergilemesine neden olmaktadır. Bu araştırmada, adalet türlerinin algılanan ihanet üzerindeki etkileri incelenerek hem intikam arzusu hisseden müşterilerin nasıl davrandıkları ortaya konulmaya hem de müşterilerin ne tür intikam davranışları sergiledikleri belirlenmeye çalışılmıştır. Satın almış oldukları ürün ya da hizmetle ilgili olarak maddi veya manevi bir problem yaşayan ve bu problemle alakalı tüketici hakem heyetine ya da ilgili firmalara şikâyetlerini doğrudan ileten 18 yaş ve üzeri müşteriler araştırmanın örneklemini oluşturmaktadır. Verilerin analizinde tanımlayıcı istatistikler, güvenilirlik analizi, doğrulayıcı faktör analizi ve YEM analizi kullanılmıştır. Yapılan analizler sonucunda prosedürel ve etkileşimsel adaletin algılanan ihanet üzerinde, algılanan ihanetin intikam arzusu üzerinde ve intikam arzusunun da müşteri intikam davranışı üzerinde etkili olduğu tespit edilmiştir.

Keywords

Adalet Teorisi, Algılanan İhanet, İntikam Arzusu, Müşteri İntikam Davranışı

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