HİZMET ORTAMININ MÜŞTERİ VATANDAŞLIK DAVRANIŞI ÜZERİNDEKİ ETKİSİ: MÜŞTERİ KATILIMININ ARACILIK ROLÜ

Yıl 2024, Cilt: 11 Sayı: 24, 720 - 751, 27.04.2024

Nurettin Ozan Bakır , Gülşah Gençer Çelik , Erkan Taşkıran , Gökten Öngel

https://doi.org/10.58884/akademik-hassasiyetler.1435284

Öz

Günümüzde müşterilerin davranışlarını etkileyen çok farklı değişkenler söz konusudur. Özellikle müşterilerin örgütsel süreç ve durumlara katkı verme istekliliği ve beklentisi, müşteri vatandaşlık davranışı ve müşteri katılımı gibi davranışları ön plana çıkarmaktadır. Söz konusu bu ilişkinin müşterilerin hizmet aldığı örgütün sağladığı hizmet ortamından etkilenmesi de ayrıca önem kazanmaktadır. Bu kapsamda çalışmanın temel amacı hizmet ortamının müşteri vatandaşlık davranışı üzerindeki etkisinde müşteri katılımının aracılık rolü olup olmadığını araştırmaktır. Çalışmada veri toplama yöntemi olarak nicel araştırma yöntemlerinden olan anket tekniği tercih edilmiştir. Bu kapsamda araştırma değişkenlerine yönelik üç farklı ölçekten yararlanılmıştır. Araştırma verileri Starbucks işletmesini tercih eden 277 üzerinden kolayda örnekleme yöntemi ile toplanmıştır. Elde edilen verilerin yapısal eşitlik modellemesi ile analiz edilmesi sonucunda hizmet ortamının müşteri vatandaşlık davranışını anlamlı; hizmet ortamının müşteri katılımını anlamlı; müşteri katılımının müşteri vatandaşlık davranışını anlamlı olarak etkilediği saptanmıştır. Diğer taraftan araştırmanın temel amacına yönelik yapılan yapısal eşitlik modellemesi sonucunda müşteri katılımının hizmet ortamının müşteri vatandaşlık davranışı üzerindeki etkisinde bir aracılık rolü olmadığı belirlenmiştir. Elde edilen sonuçlara yönelik araştırma sonuçları tartışılmış ve bu kapsamda gelecek araştırmalar için öneriler çalışmanın son kısmında sunulmuştur.

Anahtar Kelimeler

Hizmet Ortamı, Müşteri Katılımı, Müşteri Vatandaşlık Davranışı

THE EFFECT OF SERVİCESCAPE ON CUSTOMER CİTİZENSHİP BEHAVİOR: THE MEDİATİNG ROLE OF CUSTOMER ENGAGEMENT

Öz

Today, there are many different variables that affect the behavior of customers. In particular, the willingness and expectation of customers to contribute to organizational processes and situations brings behaviors such as customer citizenship behavior and customer engagement to the forefront. It is also important that this relationship is affected by the servicescape provided by the organization where customers receive service. In this context, the main purpose of this study is to investigate the mediating role of customer involvement in the effect of servicescape on customer citizenship behavior. The survey technique, which is one of the quantitative research methods, was used as the data collection method in the study. In this context, three different scales were utilized for the research variables. The research data were collected from 277 people who prefer Starbucks by convenience sampling method. As a result of analyzing the obtained data with structural equation modeling, it was determined that servicescape significantly affects customer citizenship behavior; servicescape significantly affects customer engagement; and customer engagement significantly affects customer citizenship behavior. As a result of the structural equation modeling conducted for the main purpose of the research, it was determined that customer engagement does not have a mediating role in the effect of servicescape on customer citizenship behavior. The results of the research are discussed and suggestions for future research are presented in the last part of the study.

Anahtar Kelimeler

Servicescape, Customer Engagement, Customer Citizenship Behavior

Kaynakça

• Abdou, H. A., Shehata, H. S., Mahmoud, H. M., Albakhit, I. A. & Almakhayitah, Y. M. (2022). The Effect of environmentally sustainable practices on customer citizenship behavior in eco-friendly hotels: Does the green perceived value matter? Sustainability, 14(12), 1-19. http://doi.org/10.3390/su14127167
• Abdul-Ghani, E., Hyde, K. F. & Marshall, R. (2011). Emic and etic interpretations of engagement with a consumer-to-consumer online auction site. Journal of Business Research, 64(10), 1060-1066. http://doi.org/10.1016/j.jbusres.2010.10.009
• Akbaş, İ., Kabadayı, T. E., Aksoy, Ç. N. & Alan, K. A. (2023). Müşteri vatandaşlık davranışı üzerine bir literatür incelemesi. Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 24(1), 151-169. http://doi.org/10.53443/anadoluibfd.1179762
• Aksoy, M. & Hatipoğlu, S. (2021). Konaklama işletmelerinde müşterinin rolü: Müşteri katılımının hizmet kalitesi, algılanan değer ve müşteri memnuniyeti üzerindeki etkisi. Yönetim ve Ekonomi Araştırmaları Dergisi, 19(4), 105-132. http://doi.org/10.11611/yead.1008572
• Amer, S. M. & Rakha, S. A. (2022). How servicescape unleash customer engagement behaviors through place attachment: an investigation in a non-Western context. Cogent Business & Management, 9(1), 1-24. http://doi.org/10.1080/23311975.2022.2055443
• Aracı, Ü. E. & Sezgin, E. K. (2020). Müşteri vatandaşlık davranışı ölçeğinin geçerlilik ve güvenilirlik çalışması. Türk Turizm Araştırmaları Dergisi, 4(2), 1279-1293. http://doi.org/10.26677/tr1010.2020.395
• Arıca, R. & Kozak, R. (2018). Seyahat acentalarında müşterilerin üretime katılım davranışının algılanan hizmet çıktılarına etkisi. Seyahat ve Otel İşletmeciliği Dergisi, 15(3), 684-702. http://doi.org/10.24010/soid. 490780
• Artuğer, S. & Şahin, S. K. (2020). Hizmet ortamı, müşteri memnuniyeti ve tekrar ziyaret etme niyeti ilişkisi: Resort otellerde bir araştırma. Türk Turizm Araştırmaları Dergisi, 4(3), 2441-2455. http://doi.org/10.26677/tr1010.2020.490
• Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D. & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, 1-11. http://doi.org/10.1016/j.annals.2019. 102742
• Avan, A. & Özdemir, Ş. (2015). Zincir otellerde hizmet ortamı - kullanıcı etkileşimi üzerine nitel bir araştırma. Tüketici ve Tüketim Araştırmaları Dergisi, 7(1), 87-131.
• Baron, R. M. & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. http://doi.org/10.1037//0022-3514.51.6.1173
• Başkol, M. (2019). Algılanan değer, müşteri katılımı ve algılanan firma performansı ilişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 15(3), 904-922. http://doi.org/10.17130/ijmeb.2019355056
• Bayram, N. (2010). Yapısal eşitlik modellemesine giriş AMOS uygulamaları. Ezgi Yayınları. Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406. http://doi.org/10.1016/s0022-4359(97)90024-5
• Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. http://doi.org/10.2307/1252042 Blazquez-Resino, J. J., Molina, A. & Esteban-Talaya, A. (2015). Service-dominant logic in tourism: The way to loyalty. Current Issues in Tourism, 18(8), 706-724. http://doi.org/10.1080/13683500.2013. 863853
• Bloch, P. H. (1986). The product enthusiast: Implications for marketing strategy. Journal of Consumer Marketing, 3(3), 51-62. http://doi.org/10.1108/eb008170 Bove, L. L., Pervan, S. J., Beatty, S. E. & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698–705. http://doi.org/10.1016/ j.jbusres.2008.07.003
• Chang, K.C. (2016). Effect of servicescape on customer behavioral intentions: Moderating roles of service climate and employee engagement. International Journal of Hospitality Management, 53, 116–128. http://doi.org/10.1016/j.ijhm.2015.12.003
• Cheng, Y., Wei, W. & Zhang, L. (2020). Seeing destinations through vlogs: implications for leveraging customer engagement behavior to increase travel intention. International Journal of Contemporary Hospitality Management, 32(10), 3227-3248. http://doi.org/10.1108/ijchm-04-2020-0319
• Choi, L. & Lotz, S. (2016). Motivations leading to customer citizenship behavior in services: Scale development and validation. Journal of Consumer Marketing, 33(7), 539-551. http://doi.org/10.1108/jcm-01-2016-1683
• Cintamür, İ.G. (2022). Linking customer justice perception, customer support perception, and customer citizenship behavior to corporate reputation: Evidence from the airline industry. Corporate Reputation Review, 26, 111–132. http://doi.org/10.1057/s41299-022-00141-z
• Countryman, C. C. & Jang, S. (2006). The effects of atmospheric elements on customer impression: The case of hotel lobbies. International Journal of Contemporary Hospitality Management, 18(7), 534-545. http://doi.org/10.1108/09596110610702968
• Çelik, H. (2009). Hizmet ortamının şehirlerarası yolcu taşıma hizmetlerinde algılanan kalite üzerindeki etkisinin incelenmesi. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 38(2), 157-183. Demir, B. & Kazançoğlu, İ. (2020). Mobilya sektöründe yeni ürün geliştirme kararlarında müşteri katılımının önemi: Ofis mobilyaları üzerinde bir çalışma. Alanya Akademik Bakış, 4(2), 445-470. http://doi.org/10.29023/alanyaakademik.691434
• Dikmen, H. (2019). Hizmet ortamı unsurlarının hizmet karşılaşmasına etkileri: Otel işletmeleri örneği [yüksek lisans tezi]. Afyon Kocatepe Üniversitesi.
• Durna, U., Dedeoglu, B. B. & Balikçioglu, S. (2015). The role of servicescape and image perceptions of customers on behavioral intentions in the hotel industry. International Journal of Contemporary Hospitality Management, 27(7), 1728–1748. http://doi.org/10.1108/ijchm-04-2014-0173
• Ellen, T. & Zhang, R. (2014). Measuring the effect of company restaurant servicescape on patrons’ emotional states and behavioral intentions. Journal of Foodservice Business Research, 17(2), 85-102. http://doi.org/10.1080/15378020.2014.902642
• Erdoğan, H. H. & Enginkaya, E. (2022, 29 Ağustos). Müze deneyimini şekillendiren hizmet ortamı ve hizmet kalitesi faktörleri [Bildiri sunumu]. Uluslararası İzmir İktisat Kongresi, ss.144-154, İzmir.
• Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36, 97-108. http://doi.org/10.1007/s11747-007-0061-1 Fehrer, J. A., Woratschek, H., Germelmann, C. C. & Brodie, R. J. (2018). Dynamics and drivers of customer engagement: Within the dyad and beyond. Journal of Service Management, 29(3), 443-467. http://doi.org/10.1108/josm-08-2016-0236
• Ford, W. S. Z. (1995). Evaluation of the indirect influence of courteous service on customer discretionary behavior. Human Communication Research, 22(1), 65-89. http://doi.org/10.1111/j.1468-2958.1995. tb00362.x
• Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. http://doi.org/10.2307/3151312
• Gambetti, R. C., Graffigna, G. & Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement: The practitioner's standpoint. International Journal of Market Research, 54(5), 659-687. http://doi.org/10.2501/ijmr-54-5-659-687
• Gambetti, R. C. & Graffigna, G. (2010). The concept of engagement: A systematic analysis of the ongoing marketing debate. International Journal of Market Research, 52(6), 801-826. http://doi.org/10.2501/s147078531020166
• Gegez, A.E. (2014). Pazarlama araştırmaları. Beta Yayınları.
• George, D. & Mallery, P. (2001). SPSS for windows step by step: A simple guide and reference 10.0 update. Allyn & Bacon Comp.
• Gong, T., Wang, C.Y. & Lee, K. (2022). Effects of characteristics of in-store retail technology on customer citizenship behavior. Journal of Retailing and Consumer Services, 65, 1-10. http://doi.org/10.1016 /j.jretconser.2021.102488
• Gong, T. & Yi, Y. (2019). A review of customer citizenship behaviors in the service context. The Service Industries Journal, 41(3-4), 169-199. http://doi.org/10.1080/02642069.2019.1680641
• Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7-27. http://doi.org/10.1177/0149206304271375
• Gummerus, J., Liljander, V., Weman, E. & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877. http://doi.org/10.1108/01409171211256578
• Hair, J.F., Black, W.C., Babin, B.J. & Anderson R.E. (1998). Multivariate data analysis. Prentice-Hall Int.
• Harmeling, C.M., Moffett, J.W., Arnold, M.J. & Carlson, B.D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45, 312-335. http://doi.org/10.1007/s11747-016-0509-2
• Harris, L. C. & Ezeh, C. (2008). Servicescape and loyalty intentions: An empirical investigation. European Journal of Marketing, 42(3-4), 390-422. http://doi.org/10.1108/03090560810852995
• Heinonen, K. (2018). Positive and negative valence influencing consumer engagement. Journal of Service Theory and Practice, 28(2), 147-169. http://doi.org/10.1108/jstp-02-2016-0020
• Hoffman, K. D. & Turley, L. W. (2002). Atmospherics, service encounters and consumer decision making: An integrattve perspective. Journal of Marketing Theory and Practice, 10(3), 33-47. http://doi.org/10.1080/10696679.2002.11501918
• Hollebeek, L.D., Glynn, M.S. & Brodie, R.J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. http://doi.org/10.1016/j.intmar.2013.12.002
• Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247-261. http://doi.org/10.1177/10946705145 29187
• Jung, J. H. & Yoo, J.J. (2017). Customer-to-customer interactions on customer citizenship behavior. Service Business, 11, 117–139. http://doi.org/10.1007/s11628-016-0304-7
• Kerse, M. & Gelibolu, L. (2020). Müşteri vatandaşlık davranışı oluşumunda lojistik hizmet kalitesinin, müşteri memnuniyetinin ve müşteri güveninin rolü: Aracılı bir model. Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(3), 681-705. http://doi.org/10.30798/makuiibf.790739
• Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(2), 71-82. http://doi.org/10.1177/002224299505900206
• Kim, H. S. & Choi, B. (2016). The effects of three customer-to-customer interaction quality types on customer experience quality and citizenship behavior in mass service settings. Journal of Services Marketing, 30(4), 384- 397. http://doi.org/10.1108/jsm-06-2014-0194
• Kim, W. G. & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144–156. http://doi.org/10.1016/j.ijhm.2008. 06.010
• Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
• Lam, L. W., Chan, K. W., Fong, D. & Lo, F. (2011). Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay. International Journal of Hospitality Management, 30(3), 558-567. http://doi.org/10.1016/ j.ijhm.2010.10.003
• Lee, T. H., Fu, C. J. & Tsai, L. F. (2019). How servicescape and service experience affect loyalty: Evidence from attendees at the Taipei International Travel Fair. Journal of Convention & Event Tourism, 20(5), 398-420. http://doi.org/10.1080/15470148.2019.1658002
• Li, S. & Wei, M. (2021). Hotel servicescape and customer citizenship behaviors: mediating role of customer engagement and moderating role of gender. International Journal of Contemporary Hospitality Management, 33, 587-603. http://doi.org/10.1108/ijchm-07-2020-0656
• Li, S. (2021). Linking servicescape and customer engagement: An investigation in the hotel context. International Journal of Hospitality Management, 94, 1-9. http://doi.org/10.1016/j.ijhm.2021.102880
• Lin, I. Y. (2004). Evaluating a servicescape: the effect of cognition and emotion. International Journal of Hospitality Management, 23(2), 163-178. http://doi.org/10.1016/j.ijhm.2003.01.001
• Meydan, C.H. & Şeşen, H. (2011). Yapısal eşitlik modellemesi AMOS uygulamaları. Detay Yayıncılık. Mills, P. K., Chase, R. B. & Margulies, N. (1983). Motivating the client/employee system as a service production strategy. Academy of Management Review, 8(2), 301-310. http://doi.org/10.5465/amr.1983. 4284740
• Mitrega, M., Klézl, V. & Spáčil, V. (2022). Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda. Journal of Business Research, 140, 25-39. http://doi.org/10.1016/j.jbusres.2021.11.029
• Nagy, E. S. A. & Marzouk, W. G. (2018). Factors affecting customer citizenship behavior: A model of university students. International Journal of Marketing Studies, 10(1), 54-70. http://doi.org/10.5539/ijms. v10n1p54
• Park, J.Y., Back, R.M., Bufquin, D. & Shapoval, V. (2019). Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity. International Journal of Hospitality Management, 78, 102–111. http://doi.org/10.1016/j.ijhm.2018.11.003
• Park, J. W. & Ryu, Y. K. (2019). Investigating the effects of airport servicescape on airport users’ behavioral intentions: A case study of Incheon International Airport Terminal 2 (T2). Sustainability, 11(15), 1-17. http://doi.org/10.3390/su11154171
• Prahalad, C. K. & Ramaswamy, V. (2004). Co‐creating unique value with customers. Strategy & Leadership, 32(3), 4-9. http://doi.org/10.1108/ 10878570410699249
• Reimer, A. & Kuehn, R. (2005). The impact of servicescape on quality perception. European Journal of Marketing, 39(7-8), 785-808. http://doi.org/10.1108/03090560510601761
• Revilla-Camacho, M. Á., Vega-Vázquez, M. & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68(7), 1607-1611. http://doi.org/10.1016/j.jbusres.2015.02.004
• Sahoo, D. & S. Pillai, S. (2017). Role of mobile banking servicescape on customer attitude and engagement. International Journal of Bank Marketing, 35(7), 1115–1132. http://doi.org/10.1108/ijbm-09-2015-0144
• Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş. Ekinoks Yayınları.
• Tombs, A. & McColl-Kennedy, J. R. (2003). Social-servicescape conceptual model. Marketing Theory, 3(4), 447-475. http://doi.org/10.1177/1470 593103040785
• Tung, V. W. S., Chen, P. J. & Schuckert, M. (2017). Managing customer citizenship behaviour: The moderating roles of employee responsiveness and organizational reassurance. Tourism Management, 59, 23-35. http://doi.org/10.1016/j.tourman.2016.07.010
• Turley, L. W. & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49(2), 193-211. http://doi.org/10.1016/s0148-2963(99)000 10-7
• Türkmen, G.H. & Nardalı, S. (2017). Müşteri vatandaşlık davranışı literatür taraması. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (16.UİK Özel Sayısı), 865-878. http://doi.org/10.18092/ulikidince.323660
• Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P. & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations of research directions. Journal of Service Research, 13(3), 253-266. http://doi.org/10.1177/1094670510375599
• Verhoef, P. C., Reinartz, W. J. & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252. http://doi.org/10.1177/1094670510375461
• Wakefield, K. L. & Blodgett, J. G. (1999). Customer response to intangible and tangible service factors. Psychology & Marketing, 16(1), 51-68. http://doi.org/10.1002/(sici)1520-6793(199901)16:1<51::aidmar4>3.0. co;2-0
• Wei, W., Miao, L. & Huang, Z. (2013). Customer engagement behaviors and hotel responses, International Journal of Hospitality Management, 33, 316-330. http://doi.org/10.1016/j.ijhm.2012.10.002
• Yen, C.H., Teng, H.Y. & Tzeng, J.C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 1-11. http://doi.org/10.1016/j.ijhm.2020.102514
• Yi, Y. & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284. http://doi.org/10.1016/j.jbusres.2012.02.026
• Yi, Y., Nataraajan, R. & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64(1), 87-95. http://doi.org/10.1016/j.jbusres.2009.12.007
• Yıldız, E. (2020). Müşteri vatandaşlığı davranışlarının müşteri ilgisi ve algılanan müşteri değeri üzerindeki etkileri: İnternet servis sağlayıcı firmalar üzerine bir araştırma. European Journal of Managerial Research, 4(6), 91-113. http://doi.org/10.24010/soid.335089
• Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70. http://doi.org/10.1080/00913367.1943.10673459
• Zhu, D. H., Sun, H. & Chang, Y. P. (2016). Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source. Journal of Retailing and Consumer Services, 31, 287-293. http://doi.org/10.1016/j.jretconser.2016.04.013