REKABETÇİ ÖRGÜTLERDE MÜŞTERİ DAVRANIŞI: TÜKENMİŞLİK ALGISININ MÜŞTERİ SADAKATİNE ETKİSİ

Year 2021, Volume: 5 Issue: 10, 392 - 408, 25.09.2021

H. Tezcan Uysal , Sibel Aydemir

https://doi.org/10.30520/tjsosci.950230

Cited By: 1

Abstract

Bu araştırmanın amacı; yoğun rekabet ortamında faaliyet gösteren hizmet işletmesi çalışanlarının müşterilere yönelik tutum ve davranışlarını incelemek, müşterilerin bu tutum ve davranışlar içerisindeki tükenmişlik algısını tespit etmek, bu algıların müşteri sadakatine etkisi olup olmadığını saptamaktır. Bu doğrultuda rekabetçi bir işletmenin 145 müşterisinden yüz yüze anket yöntemiyle veri elde edilmiş ve bu veriler istatistiksel olarak analiz edilmiştir. Gerçekleştirilen analizler sonucunda; algılanan tükenmişlik ile müşteri sadakati arasında ise negatif yönde anlamlı bir ilişki saptanmıştır. Regresyon analizi sonucunda; müşterilerin hizmet sunan personele yönelik 1 birimlik tükenmişlik algısının müşteri sadakati üzerinde 0.320 birimlik bir azalışa neden olduğu saptanmıştır. Bununla birlikte müşteri sadakatinin hizmet satın alınan süreye göre ve hizmet satın alma sıklığına göre anlamlı bir farklılık göstermediği ancak cinsiyete göre anlamlı bir farklılık gösterdiği ve kadın müşterilerde müşteri sadakatinin daha yüksek olduğu belirlenmiştir. Algılanan tükenmişlik düzeyinin ise hizmet satın alınan süreye göre anlamlı bir farklılık göstermediği anlaşılmıştır.

Keywords

Müşteri Sadakati, Örgütsel Tükenmişlik, Müşteri Algısı

CUSTOMER BEHAVIOR IN COMPETITIVE ORGANIZATIONS: EFFECT OF BURNOUT PERCEPTION ON CUSTOMER LOYALTY

Abstract

The purpose of this research is to examine the attitudes and behaviors of service workers operating in an intensely competitive environment towards customers, to detect the perception of burnout in these attitudes and behaviors of customers and to determine whether these perceptions have an impact on customer loyalty. Accordingly, data has been obtained from 145 customers of a competitive business by face-to-face survey method and this data has been analyzed statistically. As a result of the analyses carried out; a significant and negative relationship has been found between perceived burnout and customer loyalty. As a result of regression analysis; it has been determined that the perception of 1 unit burnout for the personnel serving customers causes a decrease of 0.320 units on customer loyalty. However, it has been determined that customer loyalty does not vary significantly according to the time service is purchased and the frequency of service purchases, but varies significantly by gender and customer loyalty is higher in female customers. It is understood that the level of perceived burnout does not vary significantly according to the time the service is purchased.

Keywords

Customer Loyalty, Organizational Burnout, Customer Perception

References

• Altın, Ü. (2009). Sunulan Hizmetin Özellikleri İle Müşteri Sadakati Arasındaki İliksinin Belirlenmesine Yönelik Bir Araştırma: Aksaray İlinde Bulunan Berber Ve Kuaför Hizmetlerinden Yararlanan Tüketiciler Üzerine Bir Uygulama, Yayımlanmamış Yüksek Lisans Tezi, Niğde Üniversitesi Sosyal Bilimler Enstitüsü.
• Amsami, M., Ibrahim, S. B., & Hamid, A. A. (2020). Influence of Philanthropic Corporate Social Responsibility on Customers’ Loyalty: Mediation Role of Customers’ Gratitude. African Journal of Business and Economic Research, 15(3), 255-279.
• Avanzi, L., Schuh, S. C., Fraccaroli, F., & van Dick, R. (2015). Why does organizational identification relate to reduced employee burnout? The mediating influence of social support and collective efficacy. Work & Stress, 29, 1-10.
• Avtgis, T. A., Thomas-Maddox, C., Taylor, E., & Patterson, B. R. (2007). The influence of employee burnout syndrome on the expression of organizational dissent. Communication Research Reports, 24, 97-102.
• Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. The Journal of Brand Management, 9(3), 193-209.
• Berg, H., & Lidfors, L. (2012). The effect of perceived corporate social responsibility on customer loyalty an empirical study into consumer behaviour on the Swedish chocolate market. Master’s Thesis. Linnaeus University, Sweden. Retrieved from: http://www.diva-portal.org/smash/get/diva2:533436/FULLTEXT01.pdf
• Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal Of Economic Psychology, 16(2), 311-329.
• Bloemer, J., & Odekerken-Schroder, G. (2002). Store satisfaction and store loyalty explained by customer-and store-related factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, (15), 68-80.
• Brackett, M. A., Rivers, S. E., & Salovey, P. (2011). Emotional intelligence: Implications for personal, social, academic, and workplace success. Social and Personality Psychology Compass, 5(1), 88-103.
• Büssing, A., & Glaser, J. (2000). Four-stage process model of the core factors of burnout: the role of work stressors and work-related resources. Work Stress, 14, 329-346.
• Castro, C. B., Armario, E. M., & Ruiz, D.M. (2004). The influence of employee organizational citizenship behavior on customer loyalty. International Journal of Service Industry Management, 15(1), 27-53.
• Çabuk, Y., Karayılmazlar, S., & Turedi, H. (2012). Mobilya Tercihinde Tüketici Davranışlarının Demografik Faktörler Bakımından İncelenmesi (Zonguldak İli Örneği). Bartın Orman Fakültesi Dergisi, 14(21), 1-10.
• Demerouti, E., Nachreiner, F., Bakker, A. B., & Schaufeli, W. B. (2001). The job demands-resources model of burnout. J. Appl. Psychol. 86, 499-512.
• Deniz, M. H. (2011). Markalı Ürün Tercihlerinin Satın Alma Davranışları Üzerindeki Etkisi. Journal of Social Policy Conferences, 61, 243-268.
• Densten, I. L. (2001). Re-thinking burnout. J. Organ. Behav. 22, 833-847.
• Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
• Eakuru, N., & Mat, N. (2008). The application of structural equation modeling (SEM) in determining the antecedents of customer loyalty in banks in South Thailand. The Business Review, Cambridge, 10(2), 129-139.
• Evanschitzky, H., Sharma, A., & Prykop, C. (2012). The role of the sales employee in securing customer satisfaction. European Journal of Marketing, 46(3/4), 489-508.
• Farfán, J., Peña, M., Fernández-Salinero, S., & Topa, G. (2020). The Moderating Role of Extroversion and Neuroticism in the Relationship between Autonomy at Work, Burnout, and Job Satisfaction. International Journal of Environment Research and Public Health, 17, 8166, 1-12.
• Freudenberger, H. J. (1974). Staff burn-out. J. Soc., 30, 159-165.
• Ganesan, S., Brown, S. P., Mariadoss, B. J., & Ho, H. (Dixon). (2010). Buffering and amplifying effects of relationship commitment in business-to-business relationships. Journal of Marketing Research, 47(2), 361-373.
• Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
• Gembalska-Kwiecień, A. (2019). Occupatıonal Burnout - Characterıstıcs Of The Phenomenon And Methods Of Counteractıng, Scientific Papers Of The Silesian University Of Technology, Organısation And Management Series, 134, 31-45.
• Golonka, K., Gawlowska, M., Mojsa-Kaja, J., & Marek, T. (2019). Psychophysiological characteristics of burnout syndrome: Resting-state EEG analysis, Hindawi. BioMed Research International, 1-8.
• Gong, Z., Chen, Y., & Wang, Y. (2019). The influence of emotional intelligence on job burnout and job performance: Mediating effect of psychological capital. Front. Psychol., 10, 1-11.
• Grahn, G. L. (1969). NBD model of repeat-purchase loyalty: An empirical investigation. Journal of Marketing Research, 6(1), 72-78.
• Greenberg, M. (2016). The stress-proof brain: Master your emotional response to stress using mindfulness & neuroplasticity. (3rd ed.) New Harbinger Publications.
• Gremler, D. D., & Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. Advancing Service Quality: A Global Perspective, 5, 171-181.
• Groth, M., Hennig-Thurau, T., & Walsh, G. (2009). Customer reactions to emotional labor: the roles of employee acting strategies and customer detection accuracy. Academy of Management Journal, 52(5), 958-974.
• Gürlek, M., Düzgün, E., & Uygur, S.M. (2017). How does corporate social responsibility create customer loyalty? The role of corporate image, Social Responsibility Journal, 13(3), 409-425.
• Han, S. J., Bonn, M. A., & Cho, M. (2016). The relationship between customer incivility, restaurant frontline service employee burnout and turnover intention. International Journal of Hospitality Management, 52, 97-106.
• Hennig-Thurau, T. (2004). Customer orientation of service employees: its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15(5), 460-478.
• Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., & Schlesinger, L. A. (1994). Putting the service-profit chain to work. Harvard Business Review, 72(2), 164-174.
• Holjevac, I. A, Marković, S., & Raspor, S. (2000). Customer Satisfaction Measurement in Hotel Industry: Content Analysis Study, Working Paper.
• Ibrahim, H., & Najjar, F. (2008). Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment. Marketing Intelligence & Planning, 26(2), 207-227.
• Jacoby, J. (1971). Brand loyalty: A conceptual definition. Proceedings in 79th Annual Convention of the American Psychological Association. District of Columbia: American Psychological Association. 6, 655-656.
• Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York, NY: Wiley.
• Jetten, J., Haslam, C., & Haslam, S. A. (2012). The social cure: Identity, health, and well-being. Hove: Psychology Press.
• Johnston, W. J., Leach, M. P., & Liu, A. H. (1999). Theory testing using case studies in business-to-business research. Industrial Marketing Management, 28(3), 201-213.
• Jones, E., Busch, P., & Dacin, P. (2003). Firm market orientation and salesperson customer orientation: interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer-seller relationships. Journal of Business Research, 56(4), 323-340.
• Joseph, F., Bush, R. P., & Ortinau, D. J. (2009). Marketing research: In a digital information environment. McGraw-Hill Irwin.
• Judge, T.A., Woolf, E.F., & Hurst, C. (2009). Is emotional labor more difficult for some than for others? A multilevel, experience-sampling study. Personnel Psychology, 62(1), 57-88.
• Kennedy, G. D., & Tevis, S. (2020). Strategies to prevent burnout: Are grit and optimism the answer? The American Journal of Surgery, 220, 8-9.
• Kilroy, S., Flood, P. C., Bosak, J., & Chênevert, D. (2016). Perceptions of high-involvement work practices and burnout: the mediating role of job demands. Hum. Resour. Manag. J., 26, 408-424.
• Kodua, P., Narteh, B., Braimah, M., & Mensah, P. (2016). The role of corporate social responsibility in influencing brand loyalty in the Ghanaiantelecommunication industry. Journal of Business and Economics, 7(11), 1895-1906.
• Kotler, P. (2002). Marketing Management. Millenium Edition, Prentice-Hall, Inc: New Jersey.
• Lee, J., & Ok, C. (2012). Reducing burnout and enhancing job satisfaction: Critical role of hotel employees’ emotional intelligence and emotional labor. International Journal of Hospitality Management, 31(4), 1101-1112.
• Lee, R. T., & Ashforth, B. E. (1996). A meta-analytic examination of the correlates of the three dimensions of job burnout. J. Appl. Psychol., 81, 123-133.
• Li, M. L., Green, R. D., Farazmand, F. A., & Grodzki, E. (2012). Customer loyalty: Influences on three types of retail stores’ shoppers. International Journal of Management and Marketing Research, 5, 1-19.
• Liao, H., & Chuang, A. (2004). A multilevel investigation of factors influencing employee service performance and customer outcomes. Academy of Management Journal, 47, 41-58.
• Lin, L. (2009). Research on product strategy of Hubei Tourism based-on customer value. China Market, 45.
• Lovelock, C. H., & Wirtz, J. (2004). Services marketing: People, technology, strategy. Englewood Cliffs, NJ: Pearson Prentice Hall.
• Maslach, C., & Jackson, S. E. (1981). The Measurement of Experienced Burnout. Journal of Occupational Behaviour, 2, 99-113.
• Maslach, C., & Jackson, S. E. (1984). Burnout in organizational settings. Appl. Soc. Psychol. Annu. 5, 133-153.
• Maslach, C., & Jackson, S.E (1981). The measurement of experienced burnout. J. Organ. Behav., 2, 99-113.
• Maslach, C., & Leiter, M.P. (2016). Understanding the burnout experience: Recent research and its implications for Psychiatry. World Psychiatry, 15, 103-111.
• Maslach, C., Schaufeli, W. B., & Leiter, M. P. (2001). Job burnout. Annu. Rev. Psychol. 52, 397-422.
• McCain, S.C., Lolli, J.C. Liu, E., & Jen, E. (2019). The relationship between casino corporate social responsibility and casino customer loyalty. Tourism Economics, 25(4), 569-592.
• Medler-Liraz, H., & Yagil, D. (2013). Customer Emotion Regulation in the Service Interactions: Its Relationship to Employee Ingratiation, Satisfaction and Loyalty Intentions. The Journal of Social Psychology, 153(3), 261-278.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38.
• Ogungbamila, B., Ogobuchi, K. A., & Ogungbamila, A. (2019). Resilience, Emotional Intelligence And Burnout In Hotel Employees. Journal of Organisation & Human Behaviour, 8(2 & 3), 44-55.
• Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York, NY: McGrawHill.
• Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311-336.
• Paparoidamis, N. G., Tran, H. T. T., & Leonidou, C. N. (2019). Building Customer Loyalty in Intercultural Service Encounters: The Role of Service Employees’ Cultural Intelligence, Journal of International Marketing, 27(2), 56-75.
• Park, J.C., & Choi, J. (2016). Relationship between corporate philanthropy and consumerloyaltythe mediating role of gratitude, trust and commitment: South Korean consumer perspectives. Academy of Marketing Studies Journal, 20(1), 11-17.
• Peng, J., Li, D., Zhang, Z., Tian, Y., Miao, D., Xiao, W., & Jiaxi, Z. (2016). How can core self-evaluations influence job burnout? The key roles of organizational commitment and job satisfaction. J. Health Psychol., 21, 50-59.
• Philp, M., Egan, S., & Kane, R. (2012). Perfectionism, over commitment to work, and burnout in employees seeking workplace. Australian Journal of Psychology, 64, 68-74.
• Pipe, T., FitzPatrick, K., Doucette, J., Cotton, A., & Arnow, D. (2016). The mindful nurse leader. Nursing Management, 47(9), 44-48.
• Prentice, C., Chen, P.-J., & King, B. (2013). Employee performance outcomes and burnout following the presentation-of-self in customer-service contexts. International Journal of Hospitality Management, 35, 225-236.
• Rabbanee, F. K., & Ramaseshan, B. (2015). Does employee performance affect customer loyalty in pharmacy services? Journal of Service Theory and Practice, 25(6), 725-743.
• Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21-31.
• Reichheld, B. F. E., & Detrick, C. (2003). Want to know how to keep expenses low? Think loyalty. American Banker, 168(181), 6. Romani, S., Grappi, S., & Bagozzi, R.P. (2013). Explaining consumer reactions to corporate social responsibility: The role of gratitude and altruistic values. Journal of Business Ethics, 114, 193-206.
• Salanova, M., Agut, S., & Peiró, J. M. (2005). Linking Organizational Resources and Work Engagement to Employee Performance and Customer Loyalty: The Mediation of Service Climate. Journal of Applied Psychology, 90(6), 1217-1227.
• Saxe, R., & Weitz, B. A. (1982). The SOCO scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19, 343-351.
• Saxena, M., & Singh ,L. B. (2015). Customer Loyalty Through Employee Engagement: A Conceptual Model. International Journal of Research in Management & Technology, 5(4), 289-297.
• Schakett, T., Flaschner, A., Gao, T., & El-Ansary, A. (2011). Effects of social bonding in business-to-business relationships. Journal of Relationship Marketing, 10(4), 264-280.
• Schaufeli, W. (2018). Burnout in Europe: Relations with national economy, governance, and culture. Retrieved from: https://www.wilmarschaufeli.nl/publications/Schaufeli/500.pdf
• Schaufeli, W. B., & Bakker, A. B. (2004). Job demands, job resources, and their relationship with burnout and engagement: A multi-sample study. The International Journal of Industrial, Occupational and Organizational Psychology and Behavior, 25, 293-315.
• Schaufeli, W. B., Leiter, M. P., Maslach, C., & Jackson, S. E. (1996). Maslach burnout inventory - general survey, in The Maslach Burnout Inventor-Test Manual. 3rd Edn, eds C. Jackson, S. E. Maslach, and M. P. Leiter (Palo Alto, CA: Consulting Psychologists Press).
• Sezgin, M., & Arat, T. (2008). Otomobil Servislerinden Yararlanan Müşterilerin Memnuniyeti Üzerine Bir Araştırma. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 5(10), 257-273.
• Shoshan, H. N., & Sonnentag, S. (2020).The effects of employee burnout on customers: An experimental approach. WORK & STRESS, 34(2), 127-147.
• Szczepańska, K., & Gawron, P.P. (2011). Changes in approach to customer loyalty. Contemporary Economics, 5(1), 60-69.
• Ternik, V., & Arnejčič, B. (2020). Burnout In The Workplace. Innovative Issues and Approaches in Social Sciences, 13(3), 18-33.
• Türker, N., & Gökkaya S., & Acar, A. (2019). Measuring the Effect of Restaurant Servicescapes on Customer Loyalty, Turizm Akademik Dergisi, 6 (2), 255-270.
• Wang, C.-J. (2019). From emotional labor to customer loyalty in hospitality A three-level investigation with the JD-R model and COR theory, International Journal of Contemporary Hospitality Management, 31(9), 3742-3760.
• Wen, B., Zhou, X., Hu, Y., & Zhang, X. (2020). Role Stress and Turnover Intention of Front-Line Hotel Employees: The Roles of Burnout and Service Climate. Front. Psychol. 11(36), 1-13.
• WHO (2019). Burn-out an "occupational phenomenon": International Classification of Diseases. https://www.who.int/news/item/28-05-2019-burn-out-an-occupational-phenomenon-international-classification-of-diseases#:~:text=%E2%80%9CBurn-out
• Yagil, D., & Medler-Liraz, H. (2014). Service Employees’ Trait Authenticity and Customer Satisfaction, Individual Sources, Dynamics, and Expressions of Emotion (Research on Emotion in Organizations, 9, 169-185.
• Yee, R. W. Y., Yeung, A. C. L., & Cheng, T. C. E. (2010). An empirical study of employee loyalty, service quality and firm performance in the service industry. Int. J. Production Economics, 124, 109-120.
• Yurdakul, M. (2007). Modern Pazarlamada Tüketici Memnuniyeti ve Evrensel Tüketici Hakları. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 17, 268-287.
• Zikmund, W. G., McLeod, R., & Gilbert, F. W. (2003). Customer relationship management: Integrating marketing strategy and information technology. New York, NY: Wiley.