Tüketicilerin Affetme Davranışı ve Kişisel Yeniliğin Hizmet Çıktısı Olarak Değiştirme Niyetine Etkisi: Online Yemek Satış Siteleri Üzerine Bir Uygulama

Yıl 2023, Cilt: 8 Sayı: 22, 795 - 807, 28.10.2023

Fatma Demirağ , Cevat Söylemez

https://doi.org/10.25204/iktisad.1329765

Öz

Bu çalışma, hizmet başarısızlığına bir yanıt olarak duygusal ve kararsal affetme ve kişisel yeniliğin hizmet sağlayıcıyı değiştirme niyeti üzerindeki etkisini araştırmayı amaçlamaktadır. Çalışmada nicel yöntem kullanılmıştır. Veriler 339 katılımcıdan online anket aracılığıyla toplanmıştır. Demografik verilerin analizinde SPSS 23 paket programı kullanılmıştır. Hipotezler Smart-PLS paket programları ile test edilmiştir. Çalışma sonucunda karasal affetme ve kişisel yeniliğin tüketicilerin hizmet çıktısı değiştirme niyeti üzerinde olumlu etkisi olduğu sonucuna ulaşılmıştır. Duygusal affetme davranışının ise tüketicilerin hizmet çıktısı değiştirme niyeti üzerinde olumlu etkisi olmadığı sonucuna ulaşılmıştır. Çalışma, hizmet hatası olaylarının yorumlanması, tüketicilerin kişisel yenilikleri ve tüketici affediciliğinin rolünün anlaşılmasına katkıda bulunmaktadır. Elde edilen bulgular uygulayıcıların artan rekabete karşı müşteri sadakati sağlayabilmeleri açısından uygun stratejiler geliştirebilmelerine yönelik çıkarımlar sağlayabilecektir.

Anahtar Kelimeler

Tüketici Affetme Davranışı, Kişisel Yenilik, Değiştirme Niyeti

The Effect of Consumers' Forgiveness Behavior and Individual Innovation on Intention to Change as a Service Output: An Application on Online Food Sales Websites

Öz

This study aims to investigate the effect of emotional and decisional forgiveness and Individual Innovation on service providers' change intention to switch as a response to service failure. The quantitative method is used in the study. Data were collected from 339 participants via an online survey. SPSS 23 package program was used in the analysis of demographic data. Hypotheses are tested with Smart-PLS package programs. As a result of the study, it is concluded that decisional forgiveness and individual innovation had a positive effect on consumers' intention to change service output. It is also concluded that the emotional forgiveness behavior did not positively affect the consumers' intention to change service output. The study contributes to the interpretation of service failure events, consumers' individual innovation, and understanding of the role of consumer forgiveness behavior. The findings will provide implications for practitioners to develop appropriate strategies to provide customer loyalty against increasing competition.

Anahtar Kelimeler

Consumer Forgiveness Behavior, Individual Innovation, Intention to Switch

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