HİZMET BAŞARISIZLIĞI SONRASI HİZMET İYİLEŞTİRME SÜRECİ VE TÜKETİCİLERİN HİZMET ADALETİ ALGISI

Yıl 2015, Cilt: 24 Sayı: 1, 131 - 144, 30.04.2015

Ümit Doğrul , Mehmet İsmail Yağcı

Öz

Yapılan çalışmalar, müşterilerin başarısızlık sonrası telafileri değerlendirirken adaletli olunup olunmadığını dikkate aldıklarını göstermiştir. Çalışmada hizmet telafisi sonrası algılanan adaletin telafi tatminine etkisi, telafi tatmininin güvene etkisi, telafi tatmini ve güvenin ise tekrar satın alma niyeti ve olumlu ağızdan ağza iletişim yapma niyeti üzerine etkisini incelenmiştir. Bu kapsamda rol oynama tekniğine dayandırılarak oluşturulan anketler 360 kişiye uygulanmış ve çalışma modeli yapısal eşitlik analizi ile test edilmiştir. Analiz sonucunda; adalet boyutlarının telafi tatmini olumlu yönde etkilediği, telafi tatmininin ise güveni, tekrar satın alma ve olumlu ağızdan ağza iletişim yapma niyetini olumlu yönde etkilediği belirlenmiştir. Ayrıca güvenin tekrar satın alma niyetini olumlu yönde etkilerken, olumlu ağızdan ağza iletişim yapma niyetinin üzerinde etkisinin olmadığı ortaya çıkmıştır.

Anahtar Kelimeler

Hizmet Başarısızlığı, Hizmet Telafisi, Hizmet Adaleti, Telafi Tatmini

Kaynakça

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