THE EFFECT OF CUSTOMERS’ ATTRIBUTIONS ON SERVICE RECOVERY, REPURCHASE INTENTION AND POSITIVE WORD OF MOUTH IN ACCOMMODATION ESTABLISHMENTS

Selman Temiz; Ramazan Kurtoğlu

Makale detayları

THE EFFECT OF CUSTOMERS’ ATTRIBUTIONS ON SERVICE RECOVERY, REPURCHASE INTENTION AND POSITIVE WORD OF MOUTH IN ACCOMMODATION ESTABLISHMENTS

Yazarlar:

Selman Temiz | Ramazan Kurtoğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.475-508

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286741

pISSN:

2149-1658

Anahtar kelimeler:

Özet:

 Service failures, which even the most succesfull companies cannot be completely prevented from, are critical to the success of the hospitality industry. One of the most effective ways for companies to repair or recover hangisi kullanılırsa service failures is to have service recovery strategies suitable for the failures. In this context, detailed information is needed about every variable that may affect the process of building customer satisfaction, which is created by service compensation. In this study, the effect of customer attributions on recovery satisfaction after service failures in accommodation establishments and the effect of recovery satisfaction on repurchase intention and positive word-of-mouth communication are examined. In this context, eight different scenarios are created in which the three sub-dimensions of attribution theory are manipulated, and data are collected from eight different sample groups by means of an online questionnaire. The findings show that controllability and stability of failure, which are sub-dimensions of attribution theory, have positive moderate effect on recovery satisfaction, while the locus of causality has negative moderate effect on recovery satisfaction. In addition, it is observed that the locus of causality has strong negative effect on repurchase intention and positive word of mouth, and recovery satisfaction has strong positive effect on positive word of mouth and repurchase intention.

 Service failures, which even the most succesfull companies cannot be completely prevented from, are critical to the success of the hospitality industry. One of the most effective ways for companies to repair or recover hangisi kullanılırsa service failures is to have service recovery strategies suitable for the failures. In this context, detailed information is needed about every variable that may affect the process of building customer satisfaction, which is created by service compensation. In this study, the effect of customer attributions on recovery satisfaction after service failures in accommodation establishments and the effect of recovery satisfaction on repurchase intention and positive word-of-mouth communication are examined. In this context, eight different scenarios are created in which the three sub-dimensions of attribution theory are manipulated, and data are collected from eight different sample groups by means of an online questionnaire. The findings show that controllability and stability of failure, which are sub-dimensions of attribution theory, have positive moderate effect on recovery satisfaction, while the locus of causality has negative moderate effect on recovery satisfaction. In addition, it is observed that the locus of causality has strong negative effect on repurchase intention and positive word of mouth, and recovery satisfaction has strong positive effect on positive word of mouth and repurchase intention.

 Service failures, which even the most succesfull companies cannot be completely prevented from, are critical to the success of the hospitality industry. One of the most effective ways for companies to repair or recover hangisi kullanılırsa service failures is to have service recovery strategies suitable for the failures. In this context, detailed information is needed about every variable that may affect the process of building customer satisfaction, which is created by service compensation. In this study, the effect of customer attributions on recovery satisfaction after service failures in accommodation establishments and the effect of recovery satisfaction on repurchase intention and positive word-of-mouth communication are examined. In this context, eight different scenarios are created in which the three sub-dimensions of attribution theory are manipulated, and data are collected from eight different sample groups by means of an online questionnaire. The findings show that controllability and stability of failure, which are sub-dimensions of attribution theory, have positive moderate effect on recovery satisfaction, while the locus of causality has negative moderate effect on recovery satisfaction. In addition, it is observed that the locus of causality has strong negative effect on repurchase intention and positive word of mouth, and recovery satisfaction has strong positive effect on positive word of mouth and repurchase intention.

 En mükemmel işletmelerin dahi tamamen engelleyemediği hizmet hataları konaklama sektörünün başarısı için kritik bir öneme sahiptir. Bu noktada işletmelerin hizmet hatalarını onarabilmelerinin en etkili yollarından birisi hizmet hatalarına uygun hizmet telafisi stratejilerine sahip olmalarından geçmektedir. Bunun için ise hizmet telafisinin müşterilerde oluşturduğu memnuniyetin oluşum sürecine etki edebilecek her bir değişken hakkında detaylı bilgiye ihtiyaç duyulmaktadır. Bu kapsamda çalışmada, konaklama işletmelerinde yaşanılan hizmet hataları sonrasında, müşterilerin oluşturdukları atıfların telafi memnuniyeti üzerindeki etkisi ve telafi memnuniyetinin de tekrar satın alma ve pozitif ağızdan ağıza iletişim üzerindeki etkisi incelenmiştir. Bu amaç doğrultusunda atıf teorisinin üç alt boyutunun manipüle edildiği sekiz farklı senaryo oluşturulmuş ve sekiz farklı örneklem grubundan çevrimiçi anket yolu ile veriler toplanmıştır. Araştırma sonuçlarına göre, atıf teorisinin alt boyutlarından kontrol edilebilirlik ve hatanın sürekliliği, telafi memnuniyeti üzerinde pozitif yönlü orta seviye bir etkiye sahipken, hatanın kaynağı telafi memnuniyeti üzerinde negatif yönlü orta seviye bir etkiye sahiptir. Ayıca hatanın kaynağının tekrar satın alma niyeti ve pozitif ağızdan ağıza iletişim üzerinde negatif yönlü güçlü bir etkisi ve telafi memnuniyetinin de pozitif ağızdan ağıza iletişim ve tekrar satın alma üzerinde pozitif yönlü güçlü bir etkisi olduğu olduğu tespit edilmiştir.

Makale detayları

THE EFFECT OF CUSTOMERS’ ATTRIBUTIONS ON SERVICE RECOVERY, REPURCHASE INTENTION AND POSITIVE WORD OF MOUTH IN ACCOMMODATION ESTABLISHMENTS

Yazarlar:

Selman Temiz | Ramazan Kurtoğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.475-508

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286741

pISSN:

2149-1658

Service failure

Service Recovery

Recovery satisfaction

Attribution theory.

Hizmet hatası

Hizmet telafisi

Telafi memnuniyeti

Atıf teorisi.

Service failure

Service Recovery

Recovery satisfaction

Attribution theory.

Sayı

Makale detayları

Yazarlar: Selman Temiz | Ramazan Kurtoğlu

Yayıncı: Burdur Mehmet Akif Ersoy University

Dergi: Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.475-508

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001286741

pISSN: 2149-1658

Sayı

Yazarlar:

Selman Temiz | Ramazan Kurtoğlu

Yayıncı:

Burdur Mehmet Akif Ersoy University

Dergi:

Journal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty Vol.10 Issue 1, pp.475-508

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286741

pISSN:

2149-1658