Research Article
BibTex RIS Cite

Müşteri Şikayet Yönetimi Kalitesi Belirleyicilerinin Marka İmajı ve Marka Bağlılığı Üzerindeki Etkisi

Year 2019, Issue: 31, 251 - 276, 28.12.2019

S.süreyya Bengül

https://doi.org/10.16878/gsuilet.639059
Cited By: 2

Abstract

Bu çalışmanın amacı, müşteri şikayet yönetimi
kalitesi belirleyicileri olan ilgi ve şeffaflık, yetkilendirme ve süreç
standardizasyonu faktörlerinin marka imajı ve marka bağlılığı üzerindeki
etkisini ölçmektir. Bu amaçla; Kütahya ilinde yaşayan, GSM operatörlerinden
hizmet alan, aldıkları hizmete ilişkin herhangi bir sorun yaşamış ve bu sorunun
çözümü için ilgili işletmeye şikayette bulunmuş 423 nihai müşteriden veri
toplanmıştır. Yapılan analizler sonucunda, müşteri şikayet yönetimi kalitesinin
ilk belirleyicisi olan süreç standardizasyonu ile marka bağlılığının tüm
boyutları arasında (bilişsel bağlılık, tutumsal bağlılık, davranışsal bağlılık)
negatif yönlü bir ilişki varken, marka imajı ile pozitif yönlü bir ilişki
olduğu belirlenmiştir. Müşteri şikayet yönetimi kalitesinin ikinci
belirleyicisi olan yetkilendirme ile marka bağlılığının tüm boyutları arasında
pozitif yönlü bir ilişki varken, marka imajı arasında anlamlı bir ilişki
bulunamamıştır. Son olarak müşteri şikayet yönetimi kalitesinin üçüncü
belirleyicisi olan ilgi ve şeffaflık ile marka bağlılığının tüm boyutları
arasında pozitif yönlü bir ilişki varken, marka imajı arasında anlamlı bir
ilişki olmadığı sonucuna ulaşılmıştır.

Keywords

Müşteri Şikayet Yönetimi Müşteri Şikayet Yönetimi Kalitesinin Belirleyicileri Marka İmajı Marka Bağlılığı

References

  • Aaker, D. A. (1991). Managing brand equity: capitalising on the value of a brand name. New York: The Free Press.
  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120
  • Aaker, D.A. (2009). Güçlü markalar yaratmak. (E. Demir, Çev). İstanbul: Mediacat Yayınları.
  • Akgöz, B.E. (2014). İmaj perspektifinden kurum liderleri. G. I. Aydınalp (Ed.), İmaj Üretimi içinde (17-30). Ankara: Nobel Akademik Yayıncılık.
  • Albert, N., ve Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
  • Albert, N., Merunka, D., ve Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904-909.
  • Allen, L. W., Creer, E., ve Leggitt, M. (2000). Developing a patient complaint tracking system to improve performance. The Joint Commission Journal on Quality Improvement, 26(4), 217-226.
  • Alvarez, L. S., Casielles, R. V., ve Martín, A. M. D. (2010). Analysis of the role of complaint management in the context of relationship marketing. Journal of Marketing Management, 27(1-2), 143-164.
  • Andreassen, T. W. (2001). From disgust to delight: do customers hold a grudge?. Journal of Service Research, 4(1), 39-49.
  • Aydınalp, G.I. (2014), İmaj üretimi. (1.Baskı). Ankara: Nobel Kitabevi.
  • Babacan, M., ve Onat, F. (2002). Postmodern pazarlama perspektifi. Ege Akademik Bakış Dergisi, 2(1), 11-20.
  • Bansal, H. S., ve Taylor, S. F. (1999). The service provider switching model (spsm) a model of consumer switching behavior in the services industry. Journal of Service Research, 2(2), 200-218.
  • Barış, G. (2006), Kusursuz Müşteri Memnuniyeti İçin Şikayet Yönetimi. İstanbul: MediaCat Kitapları.
  • Barlow, J. ve Moller C. (2009). Her şikayet bir armağandır: İşler ters gittiğinde müşteri sadakatini yeniden nasıl kazanırsınız? (G. Bilgili, Çev), İstanbul: Rota Yayınları.
  • Bee, F.R. (1997). Müşteri ilişkileri, (A. Bora ve O. Cankoçak, Çev), Ankara: İlk Kaynak Kültür ve Sanat Ürünleri.
  • Bell, J. B., Mengüç, B. ve Stefani, S. L. (2004). When customers dissappoint: A model of relational internal marketing and customer complaints. Academy of Marketing Science, 32(2), 112-126.
  • Bedoyere, Q. (1995). Sorun çözme teknikleri. (D. Şahiner, Çev), İstanbul: Rota Yayınları.
  • Bengül, S.S. (2015). Hizmet işletmelerinde müşteri şikayet yönetimi kalitesi belirleyicileri ve işletme performansı. Yayınlanmamış doktora tezi, Kütahya Dumlupınar Üniversitesi.
  • Bengül, S. S., ve Yılmaz, C. (2018). Effects of customer complaint management quality on business performance in service businesses: An application in turkish banking sector. Boğaziçi Journal, 32(2), 77-100.
  • Bird, M., Channon, C. ve Ehrenberg, A. S. C. (1970). Brand image and brand usage. Journal of Marketing Research, 7(3), 307-314.
  • Bloemer, J., De Ruyter, K. O., ve Wetzels, M. (1999). Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
  • Brodie, R. J., Ilic, A., Juric, B., ve Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81-93.
  • Chaudhuri, A. ve Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10, 33-58.
  • Compeau, D. R. ve Higgins, C.A. (1995). Computer self-efficacy: Development of a measure initial test. MIS Quarterly, 19(2), 189-211.
  • Crie, D. (2003). Consumers' complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing & Customer Strategy Management, 11(1), 60-79.
  • Demirel, Y. (2006). Müşteri İlişkileri Yönetimi ve Bilgi Paylaşımı. İstanbul: IQ Kültür Sanat Yayıncılık.
  • Dick, A. S. ve Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Disney, J. (1999). Customer satisfaction and loyalty: The critical elements of service quality. Total Quality Management, 10(4/5), 491-497.
  • Dobni, D. ve Zinkhan, G.M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17, 110-119
  • Doyle, P. (2003). Değer temelli pazarlama. (G. Barış, Çev). İstanbul: Media Cat.
  • Erickson, G. A., Johansson, J. K. ve Chao, P. (1984). Image variables in multi-attribute product evaluations: country of origin effects. Journal of Consumer Research, 11(2), 694-699.
  • Eşkinat, A. (2009). Müşterinin elde tutulmasında şikayet yönetiminin önemi ve hizmet sektörüne ilişkin bir uygulama. Yayınlanmış Doktora Tezi, Marmara Üniversitesi.
  • Fornell, C. ve Wernerfelt B. (1987). Defensive marketing strategy by customer complaint management: A theoretical analysis. Journal of Marketing Research, 24, 337-46.
  • Ganesh, J., Arnold, M. J., ve Reynolds, K. E. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64(3), 65-87.
  • Gardner, B. B. ve Levy, S.J. (1955). The product and the brand. Harvard Business Review, 33-39.
  • Gremler, D. D., ve Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. Advancing Service Quality: A Global Perspective, 5(1), 171-181.
  • Griffin, J., ve Herres, R. T. (2002). Customer loyalty: How to earn it, how to keep it. San Francisco, CA: Jossey-Bass.
  • Güreş, N. (2004). Müşteri kayıplarıyla ilgilenmesinin işletme açısından önemi. Pazarlama Dünyası, 18 (2), 54-57.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2009). Multivariate data analysis. NJ: Prentice Hall.
  • Hansen, T., Wilke, R., ve Zaichkowsky, J. L. (2009). How retailers handle complaint management. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 1.
  • Harari, O. (1997). Thank heavens for complainers. Management Review, 86 (3), 25.
  • Hart, C., Heskett, J. ve Sasser, E. (1990). The profitable art of service recovery. Hardvard Business Reiew, 68 (4), 148-156.
  • Hennig-Thurau, T., ve Hansen, U. (Eds.). (2013). Relationship marketing: Gaining competitive advantage through customer satisfaction and customer retention. Switzerland: Springer Science & Business Media.
  • Homburg, C., ve Fürst, A. (2005). How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach. Journal of Marketing, 69 (3), 95-114.
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scaledevelopment and validation. Journal of Interactive Marketing, 28, 149-165
  • Hsieh, M. H. ve Lindridge, A. (2005). Universal appeals with local specifications. Journal of Product and Brand Management, 14 (1), 14-28.
  • Jacoby, J., ve Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York: John Wiley.
  • Jacoby, J., ve Jaccard, J.J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis. Journal of Retailing, 57, 4-24.
  • Johnston, R., ve Mehra, S. (2002). Best-practice complaint management. Academy of Management Perspectives, 16 (4), 145-154.
  • Jones, M. A., Mothersbaugh, D. L., ve Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76 (2), 259-274.
  • Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand eqity. Journal of Marketing, 57, 1-22.
  • Kelley, S.W., Hoffman, K.D., ve Davis, M.A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69 (4), 429-52.
  • Kim, C., Kim, S., Im, S., ve Shin, C. (2003). The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20 (4), 352-371.
  • Kitapcı, O. (2008). Restoran hizmetlerinde müşteri şikâyet davranışları: Sivas ilinde bir uygulama. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 31, 111-120.
  • Lam, T., ve Tang, V. (2003). Recognizing customer complaint behavior: The case of Hong Kong hotel restaurants. Journal of Travel & Tourism Marketing, 14 (1), 69-86.
  • Larivet, S., ve Brouard, F. (2010). Complaints are a firm's best friend. Journal of Strategic Marketing, 18 (7), 537-551.
  • Lacey, R. (2007). Relationship drivers of customer commitment. Journal of Marketing Theory and Practice, 15(4), 315-333.
  • Jean Harrison-Walker, L. (2001). E-complaining: A content analysis of an Internet complaint forum. Journal of Services Marketing, 15(5), 397-412.
  • Lovelock, C. ve Wright, L. (2002). Principles of service marketing and management, (2. Baskı). New Jersey: Prentice-Hall Inc., Upper Saddle River.
  • Martin, G. S., ve Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. Marketing Theory and Applications, 2 (1), 431-438.
  • Mattila, A. S. ve Mount, D.J. (2003). The impact of selected customer characteristics and response time on e-complaint satisfaction and return intent. Hospitalty Management, 22 (2), 135-145.
  • McDougall, G. H., ve Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14 (5), 392-410.
  • Meydan, C. H. ve Şeşen, H. (2015). Yapısal eşitlik modellemesi: Amos uygulamaları, Ankara: Detay Yayıncılık.
  • Newman, J. W. ve Werbel, R. A. (1974). Automobile brand loyalty. Academy of Marketing Science, 2 (4), 593-601
  • Odabaşı, Y. ve Barış G. (2017). Tüketici Davranışı. İstanbul: MediaCat.
  • Odabaşı, Y. (2010). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM) (8. Baskı). İstanbul: Sistem Yayıncılık.
  • Odabaşı, Y. (2001). Müşteri İlişkileri Yönetimi. İstanbul: Sistem Yayıncılık.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
  • Ong, A. D. ve Van Dulmen, M. H. N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press.
  • Öztürk, A.S., (2005). Hizmet Pazarlaması. Bursa: Ekin Kitapevi
  • Podoshen, J. S. (2008). The African American consumer revisited: Brand loyalty, word-of-mouth and the effects of the black experience. Journal of Consumer Marketing, 25 (4), 211-222.
  • Pong, L. T., ve Yee, E. T. P. (2001). An integrated model of service loyalty. Academy of Business & Administrative Sciences. In International Conferences, Brussels, Belgium, 23-25.
  • Raju, S., Unnava, H. R., ve Montgomery, N. V. (2009). The moderating effect of brand commitment on the evaluation of competitive brands. Journal of Advertising, 38 (2), 21-36.
  • Ramírez, S. A. O., Veloutsou, C. ve Morgan-Thomas, A. (2017). A systematic literature review of brand commitment: Definitions, perspectives and dimensions. Athens Journal of Business and Economics, 3(3), 305-332.
  • Reichheld, F.F. (1993). Loyalty based management. Harvard Business Review, 71 (2), 64-73.
  • Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47 (1), 68-78.
  • Romaniuk, J. ve Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66, 67-72.
  • Salinas, E. A. ve Perez, J. M. P. (2009). Modeling the brand extensions' influence on brand image. Journal of Business Research, 62, 50-60.
  • Schibrowsky, J. A., ve Lapidus, R. S. (1994). Gaining a competitive advantage by analyzing aggregate complaints. Journal of Consumer Marketing, 11(1), 15-26.
  • Shukla, P. (2009). Impact of contextual factors, brand loyalty and brand switching on purchase decisions. Journal of Consumer Marketing, 26(5), 348-357.
  • Stauss, B. (2002). The dimensions of complaint satisfaction: Process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction. Managing Service Quality: An International Journal, 12(3), 173-183.
  • Stauss, B., ve Seidel, W. (2004). Complaint management: the heart of CRM. South-Western: Thomson.
  • Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş: Temel ilkeler ve LİSREL uygulamaları, İstanbul: Ekinoks Yayıncılık.
  • Tabachnick, B.G. ve Fidell. L.S. (2013). Using Multivariate Statistics (6. baskı) Boston: Pearson.
  • Tax, S. S., Brown, S. W., ve Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76.
  • Usta, R. (2006). Mobilya sektöründe tüketici tatmini ve şikayet davranışı: Karabük ilinde bir araştırma. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(1), 121-138
  • Van Reijmersdal, E. A., Neijens, P. C. ve Smit, E. G. (2007). Effects of television brand placement on brand image. Psychology & Marketing, 24(5), 403-420.
  • Veloutosou, C., Gioulistanis, E. ve Moutinho, L. (2004). Own label choice criteria and perceived characteristics in Greece and Scotland: Factors influencing willingness to buy. Journal of Product and Brand Management, 13(4), 228-41.
  • Villarejo, A. (2002), La medición del valor de marca en el ámbito de la gestión de marketing, Sevilla: Ceade.
  • Vos, J. F. J., Huitema, G. B., ve de Lange-Ros, E. (2008). How organisations can learn from complaints. The TQM Journal, 20 (1), 8-17.
  • Walsh, M. F., Winterich, K. P., and Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84.
  • Weiss A. M., Anderson, E, ve MacInnis, D. J. (1999). Reputation management as a motivation for sales structure decisions. Journal of Marketing, 63, 74-89.
  • Yüksel, A., ve Kılınç, U. K. (2003). Çalışanların gözüyle konaklama işletmelerinde müşteri şikayetleri ve kullanılan iyileştirme stratejileri. Seyahat ve Turizm Araştırmaları Dergisi, 3(1), 47-59.
  • Zeithaml, V. A., Berry, L. L., ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

Year 2019, Issue: 31, 251 - 276, 28.12.2019

S.süreyya Bengül

https://doi.org/10.16878/gsuilet.639059
Cited By: 2

Abstract

References

  • Aaker, D. A. (1991). Managing brand equity: capitalising on the value of a brand name. New York: The Free Press.
  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120
  • Aaker, D.A. (2009). Güçlü markalar yaratmak. (E. Demir, Çev). İstanbul: Mediacat Yayınları.
  • Akgöz, B.E. (2014). İmaj perspektifinden kurum liderleri. G. I. Aydınalp (Ed.), İmaj Üretimi içinde (17-30). Ankara: Nobel Akademik Yayıncılık.
  • Albert, N., ve Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
  • Albert, N., Merunka, D., ve Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904-909.
  • Allen, L. W., Creer, E., ve Leggitt, M. (2000). Developing a patient complaint tracking system to improve performance. The Joint Commission Journal on Quality Improvement, 26(4), 217-226.
  • Alvarez, L. S., Casielles, R. V., ve Martín, A. M. D. (2010). Analysis of the role of complaint management in the context of relationship marketing. Journal of Marketing Management, 27(1-2), 143-164.
  • Andreassen, T. W. (2001). From disgust to delight: do customers hold a grudge?. Journal of Service Research, 4(1), 39-49.
  • Aydınalp, G.I. (2014), İmaj üretimi. (1.Baskı). Ankara: Nobel Kitabevi.
  • Babacan, M., ve Onat, F. (2002). Postmodern pazarlama perspektifi. Ege Akademik Bakış Dergisi, 2(1), 11-20.
  • Bansal, H. S., ve Taylor, S. F. (1999). The service provider switching model (spsm) a model of consumer switching behavior in the services industry. Journal of Service Research, 2(2), 200-218.
  • Barış, G. (2006), Kusursuz Müşteri Memnuniyeti İçin Şikayet Yönetimi. İstanbul: MediaCat Kitapları.
  • Barlow, J. ve Moller C. (2009). Her şikayet bir armağandır: İşler ters gittiğinde müşteri sadakatini yeniden nasıl kazanırsınız? (G. Bilgili, Çev), İstanbul: Rota Yayınları.
  • Bee, F.R. (1997). Müşteri ilişkileri, (A. Bora ve O. Cankoçak, Çev), Ankara: İlk Kaynak Kültür ve Sanat Ürünleri.
  • Bell, J. B., Mengüç, B. ve Stefani, S. L. (2004). When customers dissappoint: A model of relational internal marketing and customer complaints. Academy of Marketing Science, 32(2), 112-126.
  • Bedoyere, Q. (1995). Sorun çözme teknikleri. (D. Şahiner, Çev), İstanbul: Rota Yayınları.
  • Bengül, S.S. (2015). Hizmet işletmelerinde müşteri şikayet yönetimi kalitesi belirleyicileri ve işletme performansı. Yayınlanmamış doktora tezi, Kütahya Dumlupınar Üniversitesi.
  • Bengül, S. S., ve Yılmaz, C. (2018). Effects of customer complaint management quality on business performance in service businesses: An application in turkish banking sector. Boğaziçi Journal, 32(2), 77-100.
  • Bird, M., Channon, C. ve Ehrenberg, A. S. C. (1970). Brand image and brand usage. Journal of Marketing Research, 7(3), 307-314.
  • Bloemer, J., De Ruyter, K. O., ve Wetzels, M. (1999). Linking perceived service quality and service loyalty: A multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
  • Brodie, R. J., Ilic, A., Juric, B., ve Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  • Chaudhuri, A. ve Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81-93.
  • Chaudhuri, A. ve Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10, 33-58.
  • Compeau, D. R. ve Higgins, C.A. (1995). Computer self-efficacy: Development of a measure initial test. MIS Quarterly, 19(2), 189-211.
  • Crie, D. (2003). Consumers' complaint behaviour. Taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing & Customer Strategy Management, 11(1), 60-79.
  • Demirel, Y. (2006). Müşteri İlişkileri Yönetimi ve Bilgi Paylaşımı. İstanbul: IQ Kültür Sanat Yayıncılık.
  • Dick, A. S. ve Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Disney, J. (1999). Customer satisfaction and loyalty: The critical elements of service quality. Total Quality Management, 10(4/5), 491-497.
  • Dobni, D. ve Zinkhan, G.M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17, 110-119
  • Doyle, P. (2003). Değer temelli pazarlama. (G. Barış, Çev). İstanbul: Media Cat.
  • Erickson, G. A., Johansson, J. K. ve Chao, P. (1984). Image variables in multi-attribute product evaluations: country of origin effects. Journal of Consumer Research, 11(2), 694-699.
  • Eşkinat, A. (2009). Müşterinin elde tutulmasında şikayet yönetiminin önemi ve hizmet sektörüne ilişkin bir uygulama. Yayınlanmış Doktora Tezi, Marmara Üniversitesi.
  • Fornell, C. ve Wernerfelt B. (1987). Defensive marketing strategy by customer complaint management: A theoretical analysis. Journal of Marketing Research, 24, 337-46.
  • Ganesh, J., Arnold, M. J., ve Reynolds, K. E. (2000). Understanding the customer base of service providers: An examination of the differences between switchers and stayers. Journal of Marketing, 64(3), 65-87.
  • Gardner, B. B. ve Levy, S.J. (1955). The product and the brand. Harvard Business Review, 33-39.
  • Gremler, D. D., ve Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. Advancing Service Quality: A Global Perspective, 5(1), 171-181.
  • Griffin, J., ve Herres, R. T. (2002). Customer loyalty: How to earn it, how to keep it. San Francisco, CA: Jossey-Bass.
  • Güreş, N. (2004). Müşteri kayıplarıyla ilgilenmesinin işletme açısından önemi. Pazarlama Dünyası, 18 (2), 54-57.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2009). Multivariate data analysis. NJ: Prentice Hall.
  • Hansen, T., Wilke, R., ve Zaichkowsky, J. L. (2009). How retailers handle complaint management. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 1.
  • Harari, O. (1997). Thank heavens for complainers. Management Review, 86 (3), 25.
  • Hart, C., Heskett, J. ve Sasser, E. (1990). The profitable art of service recovery. Hardvard Business Reiew, 68 (4), 148-156.
  • Hennig-Thurau, T., ve Hansen, U. (Eds.). (2013). Relationship marketing: Gaining competitive advantage through customer satisfaction and customer retention. Switzerland: Springer Science & Business Media.
  • Homburg, C., ve Fürst, A. (2005). How organizational complaint handling drives customer loyalty: an analysis of the mechanistic and the organic approach. Journal of Marketing, 69 (3), 95-114.
  • Hollebeek, L. D., Glynn, M. S. ve Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scaledevelopment and validation. Journal of Interactive Marketing, 28, 149-165
  • Hsieh, M. H. ve Lindridge, A. (2005). Universal appeals with local specifications. Journal of Product and Brand Management, 14 (1), 14-28.
  • Jacoby, J., ve Chestnut, R. W. (1978). Brand loyalty: Measurement and management. New York: John Wiley.
  • Jacoby, J., ve Jaccard, J.J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis. Journal of Retailing, 57, 4-24.
  • Johnston, R., ve Mehra, S. (2002). Best-practice complaint management. Academy of Management Perspectives, 16 (4), 145-154.
  • Jones, M. A., Mothersbaugh, D. L., ve Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76 (2), 259-274.
  • Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand eqity. Journal of Marketing, 57, 1-22.
  • Kelley, S.W., Hoffman, K.D., ve Davis, M.A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69 (4), 429-52.
  • Kim, C., Kim, S., Im, S., ve Shin, C. (2003). The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20 (4), 352-371.
  • Kitapcı, O. (2008). Restoran hizmetlerinde müşteri şikâyet davranışları: Sivas ilinde bir uygulama. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 31, 111-120.
  • Lam, T., ve Tang, V. (2003). Recognizing customer complaint behavior: The case of Hong Kong hotel restaurants. Journal of Travel & Tourism Marketing, 14 (1), 69-86.
  • Larivet, S., ve Brouard, F. (2010). Complaints are a firm's best friend. Journal of Strategic Marketing, 18 (7), 537-551.
  • Lacey, R. (2007). Relationship drivers of customer commitment. Journal of Marketing Theory and Practice, 15(4), 315-333.
  • Jean Harrison-Walker, L. (2001). E-complaining: A content analysis of an Internet complaint forum. Journal of Services Marketing, 15(5), 397-412.
  • Lovelock, C. ve Wright, L. (2002). Principles of service marketing and management, (2. Baskı). New Jersey: Prentice-Hall Inc., Upper Saddle River.
  • Martin, G. S., ve Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. Marketing Theory and Applications, 2 (1), 431-438.
  • Mattila, A. S. ve Mount, D.J. (2003). The impact of selected customer characteristics and response time on e-complaint satisfaction and return intent. Hospitalty Management, 22 (2), 135-145.
  • McDougall, G. H., ve Levesque, T. (2000). Customer satisfaction with services: Putting perceived value into the equation. Journal of Services Marketing, 14 (5), 392-410.
  • Meydan, C. H. ve Şeşen, H. (2015). Yapısal eşitlik modellemesi: Amos uygulamaları, Ankara: Detay Yayıncılık.
  • Newman, J. W. ve Werbel, R. A. (1974). Automobile brand loyalty. Academy of Marketing Science, 2 (4), 593-601
  • Odabaşı, Y. ve Barış G. (2017). Tüketici Davranışı. İstanbul: MediaCat.
  • Odabaşı, Y. (2010). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM) (8. Baskı). İstanbul: Sistem Yayıncılık.
  • Odabaşı, Y. (2001). Müşteri İlişkileri Yönetimi. İstanbul: Sistem Yayıncılık.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
  • Ong, A. D. ve Van Dulmen, M. H. N. (2007). Handbook of Methods in Possitive Psychology. Oxford University Press.
  • Öztürk, A.S., (2005). Hizmet Pazarlaması. Bursa: Ekin Kitapevi
  • Podoshen, J. S. (2008). The African American consumer revisited: Brand loyalty, word-of-mouth and the effects of the black experience. Journal of Consumer Marketing, 25 (4), 211-222.
  • Pong, L. T., ve Yee, E. T. P. (2001). An integrated model of service loyalty. Academy of Business & Administrative Sciences. In International Conferences, Brussels, Belgium, 23-25.
  • Raju, S., Unnava, H. R., ve Montgomery, N. V. (2009). The moderating effect of brand commitment on the evaluation of competitive brands. Journal of Advertising, 38 (2), 21-36.
  • Ramírez, S. A. O., Veloutsou, C. ve Morgan-Thomas, A. (2017). A systematic literature review of brand commitment: Definitions, perspectives and dimensions. Athens Journal of Business and Economics, 3(3), 305-332.
  • Reichheld, F.F. (1993). Loyalty based management. Harvard Business Review, 71 (2), 64-73.
  • Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47 (1), 68-78.
  • Romaniuk, J. ve Nenycz-Thiel, M. (2013). Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66, 67-72.
  • Salinas, E. A. ve Perez, J. M. P. (2009). Modeling the brand extensions' influence on brand image. Journal of Business Research, 62, 50-60.
  • Schibrowsky, J. A., ve Lapidus, R. S. (1994). Gaining a competitive advantage by analyzing aggregate complaints. Journal of Consumer Marketing, 11(1), 15-26.
  • Shukla, P. (2009). Impact of contextual factors, brand loyalty and brand switching on purchase decisions. Journal of Consumer Marketing, 26(5), 348-357.
  • Stauss, B. (2002). The dimensions of complaint satisfaction: Process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction. Managing Service Quality: An International Journal, 12(3), 173-183.
  • Stauss, B., ve Seidel, W. (2004). Complaint management: the heart of CRM. South-Western: Thomson.
  • Şimşek, Ö. F. (2007). Yapısal eşitlik modellemesine giriş: Temel ilkeler ve LİSREL uygulamaları, İstanbul: Ekinoks Yayıncılık.
  • Tabachnick, B.G. ve Fidell. L.S. (2013). Using Multivariate Statistics (6. baskı) Boston: Pearson.
  • Tax, S. S., Brown, S. W., ve Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76.
  • Usta, R. (2006). Mobilya sektöründe tüketici tatmini ve şikayet davranışı: Karabük ilinde bir araştırma. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(1), 121-138
  • Van Reijmersdal, E. A., Neijens, P. C. ve Smit, E. G. (2007). Effects of television brand placement on brand image. Psychology & Marketing, 24(5), 403-420.
  • Veloutosou, C., Gioulistanis, E. ve Moutinho, L. (2004). Own label choice criteria and perceived characteristics in Greece and Scotland: Factors influencing willingness to buy. Journal of Product and Brand Management, 13(4), 228-41.
  • Villarejo, A. (2002), La medición del valor de marca en el ámbito de la gestión de marketing, Sevilla: Ceade.
  • Vos, J. F. J., Huitema, G. B., ve de Lange-Ros, E. (2008). How organisations can learn from complaints. The TQM Journal, 20 (1), 8-17.
  • Walsh, M. F., Winterich, K. P., and Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84.
  • Weiss A. M., Anderson, E, ve MacInnis, D. J. (1999). Reputation management as a motivation for sales structure decisions. Journal of Marketing, 63, 74-89.
  • Yüksel, A., ve Kılınç, U. K. (2003). Çalışanların gözüyle konaklama işletmelerinde müşteri şikayetleri ve kullanılan iyileştirme stratejileri. Seyahat ve Turizm Araştırmaları Dergisi, 3(1), 47-59.
  • Zeithaml, V. A., Berry, L. L., ve Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
There are 95 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

S.süreyya Bengül 0000-0003-0773-0690

Publication Date December 28, 2019
Acceptance Date December 5, 2019
Published in Issue Year 2019Issue: 31

Cite

APA Bengül, S. (2019). Müşteri Şikayet Yönetimi Kalitesi Belirleyicilerinin Marka İmajı ve Marka Bağlılığı Üzerindeki Etkisi. Galatasaray Üniversitesi İletişim Dergisi(31), 251-276. https://doi.org/10.16878/gsuilet.639059

Cited By

Yöneticilerin iletişimci biçimlerinin çalışanların iş tatminleri ve işten ayrılma niyetleri üzerine etkisi
Kayseri Üniversitesi Sosyal Bilimler Dergisi
https://doi.org/10.51177/kayusosder.1332380
Analysis of complaints regarding recreation and animation services in hotel businesses
Journal of Tourism Theory and Research
https://doi.org/10.24288/jttr.1213839
 Download Cover Image

Creative Commons LisansıTRDizinlogo_live-e1586763957746.png