Adalet Algısı, Olumsuz Kulaktan Kulağa İletişim Ve Tekrar Satın Alma Eğilimi: Konaklama İşletmelerinde Hizmet Telafisi Üzerine Bir Uygulama

Abstract

Consumer demands have increased in today's competitive market and managements have targeted to provide perfect service by increasing the satisfaction of consumers. However, in service managements, it is difficult to provide perfect service due to its characteristic, it can not be satisfied with the service that the consumer receives and consumer complaints are more likely to emerge. While the dissatisfaction may lead to negative behaviors such as the word of mouth olumsuz communication of the consumers against the management and non-re-purchasing and departure from the management, the management can also cause consumers to complain. If these complaints can be solved fairly by the management with service recovery methods, the consumer will be able to reduce the negative word of mouth communication behavior or show the re-purchase behavior. In the literature, the justice perception emerging after service recovery is measured by three different dimensions: procedural, interactive and distributive. The effects of all these dimensions on the intention to re-purchase and on the negative word of mouth communication have been addressed in the studies in the literature. Nevertheless, it has not been addressed in former studies that which dimensions are more effective in accommodation managements. Therefore, the aim of this study is to examine the effects of the perception of justice in accommodation enterprises on post-complaint behaviour such as re-purchasing and the word of mouth olumsuz communication, and determine the most influential factors on the word of mouth olumsuz communication and re-purchase tendency in the service recovery process from these dimensions. The research has been carried out using an experimental design. Twelve different scenarios have been created to test hypotheses and research questions appropriately determined for the purpose of the study. Findings were obtained with a data set consisting of 270 individuals. Univariate Anova, One Way Anova, Independent Sample t test and Posthoc tests have been used to obtain the finding.

According to the results of the study, it shows that consumers do not have to offer full payment or change (distributive justice) to all complainants in order to get them to buy again and to reduce their negative word of mouth communication. Instead of offering a full refund or another room, service providers can affect consumers' post-complaint behavior by paying a small amount of compensation, being polite (interactional justice) and resolving the failure quickly (procedural justice).