Müşteri Memnuniyetinin Ağızdan Ağıza İletişim Üzerindeki Etkisinde Hizmet Telafisinin Düzenleyicilik Rolü: Nevşehir’deki Otel İşletmelerinde Bir Uygulama (The Moderating Role of Service Recovery in the Impact of Customer Satisfaction on the Word of Mouth: Case of Nevsehir Hotels)

Yazarlar

  • Nilgün DEMİREL
  • Duygu EREN

DOI:

https://doi.org/10.21325/jotags.2021.885

Anahtar Kelimeler:

Müşteri memnuniyeti- Hizmet telafisi- Ağızdan ağıza iletişim- Otel işletmeleri- Düzenleyici etki

Öz

Araştırmanın amacı, otel işletmelerinde konaklayan ve hizmet aksaklığı yaşayan müşterilerin memnuniyet düzeylerinin ağızdan ağıza iletişim üzerindeki etkisinde hizmet telafisinin düzenleyicilik rolünü ortaya koymaktır. Araştırmada müşteri memnuniyeti dışsal değişken, ağızdan ağıza iletişim içsel değişken ve hizmet telafisi düzenleyici değişken olmak üzere üç değişken kullanılmıştır. Örnekleme yöntemi olarak yargısal örnekleme yöntemi tercih edilmiş ve araştırma kapsamına Nevşehir ilindeki dört ve beş yıldızlı otellerde konaklayan ve hizmet aksaklığı yaşamış müşteriler dâhil edilmiştir. Elde edilen verilere normallik dağılımı, tanımlayıcı istatistikler, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi gibi istatiksel analizler uygulanmış ve model hipotezler ile test edilmiştir. Araştırma sonucunda müşterilerin otel işletmelerinden memnun oldukları, hizmet telafisi uygulamalarının başarılı olduğu ve otel işletmeleri hakkında olumlu iletişimde bulunmak istedikleri tespit edilmiştir. Araştırma modelini test eden, müşteri memnuniyetinin ağızdan ağıza iletişim üzerindeki etkisinde hizmet telafisinin düzenleyicilik rolünün olduğunu varsayan hipotez reddedilmiştir. Hizmet telafisi paradoksunu reddeden sonuca göre, müşteri memnuniyetinin ağızdan ağıza iletişim üzerindeki etkisinde hizmet telafilerinin düzenleyici rolü bulunmamaktadır.

Referanslar

Adams, J.S. (1963). Towards an understanding of inequity. The Journal of Abnormal and Social Psychology, 67(5), 422.

Alexander, E.C. (2002). Consumer reactions to unethical service recovery. Journal of business Ethics, 36(3), 223-237.

Alpar, R. (2011). Uygulamalı çok değişkenli istatistiksel yöntemler. Ankara: Detay Yayıncılık.

Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2012). Sosyal bilimlerde araştırma yöntemleri. Sakarya: Sakarya Yayıncılık.

Andreassen, T.W. (2001) From disgust to delight: Do customers hold a grudge? Journal of Service Research, 4(1), pp. 39-49.Bagozzi, 1986).

Arndt, J. (1967). Word of mouth advertising: a review of the literature. Advertising Research Foundation. Inc., New York, NY.

Awang, Z. (2012). Structural equation modeling using AMOS graphic. Penerbit Universiti Teknologi MARA.

Bagozzi, R.P. (1986). Principles of Marketing Management. Chicago: Science Research Associates.

Bitner, M.J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.

Bitner, M.J., Booms, B.H., & Mohr, L.A. (1994). Critical service encounters: The employee's viewpoint. Journal of Marketing, 58(4), 95-106.

Bitner, M.J., Booms, B.H., & Tetreault, M.S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84.

Bitner, M.J., Ostrom, A.L., & Morgan, F.N. (2008). Service blueprinting: a practical technique for service innovation. California Management Review, 50(3) 66-94.

Boshoff, C. (2005) A re-assessment and refinement of RECOVSAT: An instrument to measure satisfaction with transaction-specific service recovery. Managing Service Quality: An International Journal, 15(5), 410-425.

Brown, J.J., & Reingen, P.H. (1987). Social ties and word-of-mouth referral behavior. Journal of consumer research, 14(3), 350-362.

Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2009). User-generated content (UGC) in tourism: Benefits and concerns of online consumers. In ECIS, 417-429.

Buttle, F.A. (1998). Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241-254.

Campbell, A. (2012). Word of mouth and percolation in social networks. American Economic Review, 3.

Caro, L.M., & Garcia, J.A.M. (2007). Measuring perceived service quality in urgent transport service. Journal of Retailing and Consumer Services, 14(1), 60-72.

Chi, C.G., & Gursoy, D. (2009). Employee satisfaction, customer satisfaction, and financial performance: An empirical examination. International Journal of Hospitality Management, 28(2), 245-253.

Cronin, Jr J.J., & Taylor, S.A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.

Cronin, Jr J.J., Brady, M.K. & Hult, G.T.M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.

Crosby, P.B. (1979). Quality is free: The art of making quality certain, 94. New York: McGraw-hill.

Çokal, Z., &Yılmaz, İ. (2019). Turist rehberlerinin performansının destinasyon imajına etkisinde etik davranışlarının düzenleyici rolü: Nevşehir örneği (Doktora Tezi). Nevşehir Hacı Bektaş Veli Üniversitesi, Sosyal Bilimler Enstitüsü, Nevşehir.

Deming, W.E. (1986). Out of the crisis: Quality. Productivity and Competitive Position. Massachusetts, USA.

Derbaix, C., & Vanhamme, J. (2003). Inducing word-of-mouth by eliciting surprise–a pilot investigation. Journal of economic psychology, 24(1), 99-116.

Deveci, B. (2010). Konaklama İşletmeleri Açısından Ağızdan Ağıza İletişimin Tüketicilerin Satın Alma Kararlarına Etkileri: Ankara Örneği (Yüksek Lisans Tezi). Sakarya Üniversitesi, Sosyal Bilimler Enstitüsü, Sakarya.

Duman, T. (2003). Richard L. Oliver'in tüketici memnuniyeti (Consumer Satisfaction) ve Tüketici değer algısı (Consumer Value) kavramları hakkındaki görüşleri: Teorik bir karşılaştırma.

Fisher, J.E., Garrett, D.E., Arnold, M.J., & Ferris, M.E. (1999). Dissatisfied consumers who complain to the Better Business Bureau. Journal of Consumer Marketing, 16(6), 576-589.

Folkes, V.S. (1984). Consumer reactions to product failure: An attributional approach. Journal of consumer research, 10(4), 398-409.

Ford, R., Sturman, M., & Heaton, C. (2011). Managing quality service in hospitality: How organizations achieve excellence in the guest experience. Delmar: Nelson Education.

Garland, R. (1991). The Mid-Point on a rating scale: Is ıt desirable? Marketing Bulletin 2: 66-70.

George, J.M., & Jones, G.R. (2002). Organizational Behavior. Prentice‐Hall, Upper Saddle River, NJ.

Goodman, J. A. (2009). Strategic customer service, managing the customer experience to ıncrease positive word of mouth, build loyalty, and maximize profits. New York: American Management Association.

Goyette, I., Ricard, L. Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5-23.

Gürbüz, S., & Şahin, F. (2015). Sosyal bilimlerde araştırma yöntemleri. Ankara: Seçkin Yayıncılık.

Hair, Jr J.F. Hult, G.T.M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.

Halstead, D., & Page, T.J. (1992). The effects of satisfaction and complaining behavior on consumer repurchase intentions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 5(1), 1-11.

Hart, C.W., Heskett, J.L., & Sasser J.W. (1990). The profitable art of service recovery. Harvard business review, 68(4), 148-156.

Herr, P.M., Kardes, F.R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462

Hocutt, M.A., Chakraborty, G., & Mowen, J.C. (1997). The impact of perceived justice on customer satisfaction and intention to complain in a service recovery. ACR North American Advances. Retrieved from: https://www.acrwebsite.org/volumes/8086

Irimiás, A., Michalkó, G., Timothy, D.J., & Franch, M. (2017). Disappointment in tourism and hospitality: the influence of films on destinations. Service failures and recovery in tourism and hospitality: A practical manual, 214-227.

Johnston, R. (2001). Linking complaint management to profit. International Journal of Service Industry Management, 12(1), 60-69.

Johnston, R., & Clark, G. (2005). Service operations management. London: Prentice-Hall.

Jung, N. Y., & Seock, Y. K. (2017). Effect of service recovery on customers’ perceived justice, satisfaction, and word-of-mouth intentions on online shopping websites. Journal of Retailing and Consumer Services, 37, 23-30.

Karagöz, Y, (2017). SPSS ve AMOS Uygulamalı nitel-nicel-karma bilimsel araştırma yöntemleri ve yayın etiği. Ankara: Nobel Akademik Yayıncılık,.

Karagöz, Y. (2016). SPSS 23 ve AMOS 23 uygulamalı istatistiksel analizler. Ankara: Nobel Akademik Yayıncılık.

Kim, W.G.K., Ng, C.Y.N., & Kim, Y. (2009). Influence of institutional Dineserv on customer satisfaction, return intention and word-of-mouth. International Journal of Hospitality Management, 28, 10-17.

Kline, R.B. (2011). Principles and practice of structural equation modeling. The Guilford Press.

Kondo, Y. (2001). Customer satisfaction: how can I measure it?. Total Quality Management, 12(7-8), 867-872.

Kotler, P. (2005). According to Kotler: The world's foremost authority on marketing answers your questions. Amacom Books.

Köroğlu, Ö., & Avcıkurt, C. (2015). Ağızdan kulağa iletişim ve pazarlama. B. Kılıç & Z. Öter (Ed.). Turizm Pazarlamasında Güncel Yaklaşımlar İçinde: İstanbul: Beta Basım.

Kutluk, A., & Avcıkurt, C. (2014). Ağızdan ağıza pazarlamanın müşterilerin satın alma karar süreçlerine etkisi ve bir uygulama; İstanbul seyahat acenteleri örneği. Uluslararası Sosyal Araştırmalar Dergisi, 7 (9).

Lapidus, R.S., & Pinkerton, L. (1995). Customer complaint situations: An equity theory perspective. Psychology & Marketing, 12(2), 105-122.

Litvin, S.W., Goldsmith, R.E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.

Lovelock, C. (2001). A retrospective commentary on the article ‘new tools for achieving service quality’, The Cornell Hotel and Restaurant Administration Quarterly, 39-46

Lovelock, C.H., & Wirtz, J, (2011). Services marketing: people, technology, strategy. Pearson Prentice Hall.

Magnini, V.P., Ford, J.B., Markowski, E.P., & Honeycutt, Jr E.D. (2007). The service recovery paradox: Justifiable theory or smoldering myth?. Journal of Services Marketing, 21(3), 213-225.

Maxham III, J. G. (2001). Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24.

Maxham, III J.G. (2001) Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions. Journal of business research, 54(1), 11-24.

Maxham, III J.G., & Netemeyer, R.G. (2002). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of retailing, 78(4), 239-252.

McCollough, M.A. (2000). The effect of perceived justice and attributions regarding service failure and recovery on post-recovery customer satisfaction and service quality attitudes. Journal of Hospitality & Tourism Research, 24(4), 423-447.

McCollough, M.A. Berry, L.L., & Yadav, M.S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of service research, 3(2), 121-137.

McCollough, M.A., & Bharadwaj, S.G. (1992). The recovery paradox: an examination of consumer satisfaction in relation to disconfirmation, service quality, and attribution based theories. Marketing theory and applications, 119.

McDougall, G.H., Levesque, T., & VanderPlaat, P, (1998). Designing the service guarantee: unconditional or specific?. Journal of Services Marketing. 12(4) 278-293.

Meydan, C.H., & Şeşen, H. (2015). Yapısal Eşitlik Modellemesi: AMOS Uygulamaları. Ankara, Detay Yayıncılık.

Michel, S. (2001). Analyzing service failures and recoveries: a process approach. International journal of service industry management, 12(1), 20-33.

Michel, S., & Meuter, M.L. (2008). The service recovery paradox: true but overrated?. International Journal of Service Industry Management, 19(4), 441-457.

Moliner-Velázquez, B., Ruiz-Molina, M. E., & Fayos-Gardó, T. (2015). Satisfaction with service recovery: Moderating effect of age in word-of-mouth. Journal of Consumer Marketing.

Munar, A. M. (2011). Tourist‐created content: rethinking destination branding. International journal of culture, tourism and hospitality research.

Nevşehir İl Kültür ve Turizm Müdürlüğü (2018). Alındığı uzantı: http://www.nevsehirkulturturizm.gov.tr/TR,205117/muze-ziyaretci-sayilari.html (Erişim tarihi: 18 Temmuz 2018).

Odabaşı Y., & Barış G. (2015) Tüketici davranışı, İstanbul: Mediacat Yayınları.

O'Leary, S., & Sheehan, K. (2008). Building buzz to beat the big boys: Word-of-mouth marketing for small Businesses. Praeger Publishing.

Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing. 57(3), 25–48.

Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.

Oliver, R.L. (1997). Satisfaction: A behavioral perspective on the consumer. New York: Irwin McGraw-Hill.

Oliver, R.L., & Swan, J.E. (1989). Consumer perceptions of interpersonal equity and satisfaction in transactions: A field survey approach. Journal of Marketing, 53(2), 21-35.

Parasuraman, A., Berry, L. L., & Zeithaml, V.A. (1991). Understanding customer expectations of service. Sloan management review, 32(3), 39-48.

Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988). Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1): 13-17.

Preston, C.C., & Colman, A.M. (2000). Optimal number of response categories in rating scales: Reliability, validity, discriminating power, and respondent preferences. Acta Psychologica, 104: 1-15.

Price, L.L., Feick, L.F., & Higie, R.A. (1987). Information sensitive consumers and market information. Journal of Consumer Affairs, 21(2), 328-341.

Raykov, T., & Marcoulides, G.A. (2000) A first course in structural equation modeling. Lawrence Erlbaum Associates Publishers.

Richins, M.L. (1984), Word of mouth communication as negative information. ACR North American Advances.

Schumacker, R.E., & Lomax, R.G. (2004). A beginner's guide to structural equation modeling. Psychology press.

Singh, J., & Widing, R.E. (1991). What occurs once consumers complain? A theoretical model for understanding satisfaction/dissatisfaction outcomes of complaint responses. European Journal of Marketing, 25(5), 30-46.

Smith, A.K., & Bolton, R.N. (1998). An experimental investigation of customer reactions to service failure and recovery encounters: paradox or peril?. Journal of service research, 1(1), 65-81.

Sundaram, D.S., Mitra, K., & Webster, C. (1998). Word-of-mouth communications: A motivational analysis. ACR North American Advances.

Susskind, A.M. (2005). A content analysis of consumer complaints, remedies, and repatronage intentions regarding dissatisfying service experiences. Journal of Hospitality & Tourism Research, 29(2), 150-169.

Swanson, S.R., & Kelley, S.W. (2001). Service recovery attributions and word-of-mouth intentions. European Journal of Marketing, 35(1/2), 194-211.

Weiner, B. (1980). A cognitive (attribution)-emotion-action model of motivated behavior: An analysis of judgments of help-giving. Journal of personality and social psychology, 39(2), 186.

Westbrook, R.A. (1980). A rating scale for measuring product/service satisfaction. Journal of Marketing, 44(4), 68-72.

Wirtz, J. (1998). Development of a service guarantee model. Asia Pacific Journal of Management. 15(1), 51-75.

Wirtz, J., & Bateson, J.E. (1999). Consumer satisfaction with services: integrating the environment perspective in services marketing into the traditional disconfirmation paradigm. Journal of business research, 44(1), 55-66.

Wright, S. (1960). Path coefficients and path regressions: alternative or complementary concepts?. Biometrics, 16(2), 189-202.

Yi, Y. (1990). A critical review of consumer satisfaction. Review of Marketing, 4(1), 68-123.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.

Zeithaml, V.A., & Bitner, M.J. (2003). Services Marketing. Boston Irwin: McGraw-Hill,.

Yayınlanmış

25-02-2023

Nasıl Atıf Yapılır

Müşteri Memnuniyetinin Ağızdan Ağıza İletişim Üzerindeki Etkisinde Hizmet Telafisinin Düzenleyicilik Rolü: Nevşehir’deki Otel İşletmelerinde Bir Uygulama (The Moderating Role of Service Recovery in the Impact of Customer Satisfaction on the Word of Mouth: Case of Nevsehir Hotels). (2023). Turizm & Gastronomi Çalışmaları Dergisi, 9(3), 2132-2160. https://doi.org/10.21325/jotags.2021.885