Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth

Beyza GÜLTEKİN, (Hacettepe Üniversitesi, Ankara, Türkiye)
Ayşe Yazgülü GÜVERCİN (Hacettepe Üniversitesi, Ankara, Türkiye)
Sosyoekonomi
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Yıl: 2022 Cilt: 30 Sayı: 53 Sayfa Aralığı: 209 - 225 Metin Dili: İngilizce DOI: 10.17233/sosyoekonomi.2022.03.11 İndeks Tarihi: 06-08-2022

Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth

Öz:
The present research investigates the moderating role of blame attribution in dissatisfaction-doing nothing and negative word of mouth on the dissatisfaction-switching relationships. The proposed model is tested using data collected face-to-face from 188 airline passengers who have encountered an airline service failure by the convenience sampling method. Process analysis tests the hypotheses on the moderator roles of blame attribution and negative word of mouth. The results reveal that the dissatisfaction-doing nothing link is negatively moderated by blame attribution. The dissatisfaction-switching relationship is positively moderated by negative word of mouth. With the moderation of negative word of mouth and blame attribution, this study provides a deeper understanding of the consequences of customer dissatisfaction on customer reactions such as switching and doing nothing.
Anahtar Kelime: Customer Dissatisfaction Blame Attribution Doing Nothing Negative Word of Mouth Switching

Müşteri Tatminsizlik Düzeyi ve Tepkileri: Firmayı Suçlama Düzeyi ve Olumsuz Kulaktan Kulağa İletişimin Düzenleyici Etkileri

Öz:
Çalışmanın amacı; tatminsizlik düzeyi - hiçbir şey yapmama ilişkisinde suçlama düzeyinin ve tatminsizlik düzeyi-değiştirme arasındaki ilişkide olumsuz kulaktan kulağa iletişimin düzenleyici etkileri araştırmaktır. Araştırmanın modeli, havayollarından hizmet aldıkları süreçte hizmet hatası ile karşılaşmış 188 yolcudan kolayda örneklem yöntemiyle yüz yüze toplanan veriler kullanılarak test edilmiştir. Suçlama ve olumsuz kulaktan kulağa iletişimin düzenleyicilik rollerine ilişkin hipotezleri test etmek için süreç analizi kullanılmıştır. Araştırma sonuçları, suçlama düzeyinin, tatminsizlik düzeyi-hiçbir şey yapmama ilişkisinde olumsuz düzenleyici etkisini ortaya koymuştur. Ayrıca, tatminsizlik-değiştirme ilişkisinde de olumsuz kulaktan kulağa iletişimin olumlu düzenleyici etkisi tespit edilmiştir. Bu çalışma; müşteri tatminsizliğinin, olumsuz kulaktan kulağa iletişim ve firmayı suçlama düzeyinin düzenleyiciliğiyle müşterilerin değiştirme davranışlarına ve hiçbir şey yapmamalarına etkilerini ortaya koymaktadır.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA Gultekin B, Guvercin A (2022). Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. , 209 - 225. 10.17233/sosyoekonomi.2022.03.11
Chicago Gultekin Beyza,Guvercin Ayşe Yazgülü Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. (2022): 209 - 225. 10.17233/sosyoekonomi.2022.03.11
MLA Gultekin Beyza,Guvercin Ayşe Yazgülü Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. , 2022, ss.209 - 225. 10.17233/sosyoekonomi.2022.03.11
AMA Gultekin B,Guvercin A Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. . 2022; 209 - 225. 10.17233/sosyoekonomi.2022.03.11
Vancouver Gultekin B,Guvercin A Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. . 2022; 209 - 225. 10.17233/sosyoekonomi.2022.03.11
IEEE Gultekin B,Guvercin A "Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth." , ss.209 - 225, 2022. 10.17233/sosyoekonomi.2022.03.11
ISNAD Gultekin, Beyza - Guvercin, Ayşe Yazgülü. "Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth". (2022), 209-225. https://doi.org/10.17233/sosyoekonomi.2022.03.11
APA Gultekin B, Guvercin A (2022). Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. Sosyoekonomi, 30(53), 209 - 225. 10.17233/sosyoekonomi.2022.03.11
Chicago Gultekin Beyza,Guvercin Ayşe Yazgülü Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. Sosyoekonomi 30, no.53 (2022): 209 - 225. 10.17233/sosyoekonomi.2022.03.11
MLA Gultekin Beyza,Guvercin Ayşe Yazgülü Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. Sosyoekonomi, vol.30, no.53, 2022, ss.209 - 225. 10.17233/sosyoekonomi.2022.03.11
AMA Gultekin B,Guvercin A Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. Sosyoekonomi. 2022; 30(53): 209 - 225. 10.17233/sosyoekonomi.2022.03.11
Vancouver Gultekin B,Guvercin A Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth. Sosyoekonomi. 2022; 30(53): 209 - 225. 10.17233/sosyoekonomi.2022.03.11
IEEE Gultekin B,Guvercin A "Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth." Sosyoekonomi, 30, ss.209 - 225, 2022. 10.17233/sosyoekonomi.2022.03.11
ISNAD Gultekin, Beyza - Guvercin, Ayşe Yazgülü. "Customer Dissatisfaction and Responses: Moderator Roles of Blame Attribution and Negative Word of Mouth". Sosyoekonomi 30/53 (2022), 209-225. https://doi.org/10.17233/sosyoekonomi.2022.03.11
Sayfa Oluşturulma Tarihi
25-04-2024 0:11

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