Araştırma Makalesi
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The Role of Constructive Apology in Customer Forgiveness: A Research on Market Shopping in Kırıkkale Province

Yıl 2019, Cilt: 13 Sayı: 19, 1331 - 1347, 30.09.2019
https://doi.org/10.26466/opus.568542

Öz

In commercial relations, it is inevitable for customers to encounter business errors due to goods, services, processes or employee behaviors. It is known that it is possible that customer attitudes and behaviors become negative as a resutl of business faults. This situation has a negative effect on the achievement of the desired results of the businesses. In order to eliminate the negative consequences of the faults made by firms, it is an important method to ensure that customer forgive the mistakes of the businesses. In this study, the role of constructive apology in customer forgiveness is examined. In this context, firstly, customer forgiveness and the role of apology in customer forgiveness is explained with the help of secondary data that produced intensively in the service sector. Then, primary data is collected by survey method which is carried out in Kırıkkale province with convenience sampling methot in order to examine the relationship between apology and customer forgiveness in the case of business faults that customers face in grocery shopping. According to the results of the analysis, it is determined that constructive apology plays an important role in ensuring the customer forgiveness. When the relationship between constructive apology and forgiveness is compared according to firm fault types, it is seen that apology is more effective in terms of problems about price and payment conditions. Finally, the findings of the research are interpreted and it is aimed to help both academicians and businesses.

Kaynakça

  • Aaker, J., Fournier, S., ve Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
  • Allan, A., ve McKillop, D. (2010). The health implications of apologizing after an adverse event. International Journal for Quality in Health Care, 22(2), 126-131.
  • Allan, A., McKillop, D., Dooley, J., Allan, M. M., ve Preece, D. A. (2015). Apologies following an adverse medical event: The importance of focusing on the consumer's needs. Patient education and counseling, 98(9), 1058-1062.
  • Basford, T. E., Offermann, L. R.,ve Behrend, T. S. (2014). Please accept my sincerest apologies: Examining follower reactions to leader apology. Journal of Business Ethics, 119(1), 99-117.
  • Beverland, M. B., Chung, E., ve Kates, S. M. (2009). Exploring consumers’ conflict styles: Grudges and forgiveness following marketer failure. Advances in Consumer Research, 36, 438-443.
  • Beverland, M. B., Kates, S. M., Lindgreen, A., ve Chung, E. (2010). Exploring consumer conflict management in service encounters. Journal of the Academy of Marketing Science, 38(5), 617–633.
  • Coombs, W. T., ve Holladay, S. J. (2001). An extended examination of the crisis situations: A fusion of the relational management and symbolic approaches. Journal of Public Relations Research, 13(4), 321-340.
  • Coulter, K. S. (2009). Enough is enough! Or is it? Factors that impact switching intentions in extended travel service transactions. Journal of Travel and Tourism Marketing, 26(2), 144-155.
  • Dana, Y. ve Luria, G. (2016). Customer forgiveness of unsatisfactory service: manifestations and antecedents. Service Business, 10(3), 557-579.
  • De Blasio, A. ve Veale, R. (2009). Why say sorry? Influencing consumer perceptions post organizational crises. Australasian Marketing Journal, 7(2), 75-83.
  • Dutta, S., ve Pullig, C. (2011). Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281-1287.
  • Fincham, F. D., Paleari, F. G., ve Regalia, C. (2002). Forgiveness in marriage: The role of relationship quality, attributions, and empathy. Personal Relationships, 9(1), 27-37.
  • Finkel, E. J., Rusbult, C. E., Kumashiro, M., ve Hannon, P. A. (2002). Dealing with betrayal in close relationships: Does commitment promote forgiveness? Journal of Personality and Social Psychology, 82, 956-974.
  • Gre´goire, Y., Tripp, T.M. ve Legoux, R. (2009). When customer love turns into lasting hate: the effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18–32.
  • Hess, R.L., Ganesan, S. ve Klein, N.M. (2003). Service failure and recovery: the impact of relationship factors on customer satisfaction. Journal of the Academy of the Marketing Science, 31, 127-145
  • Hill, K. M., ve Boyd, D.P. (2015). Who should apologize when an employee transgresses? Source effects on apology effectiveness. Journal of Business Ethics, 130(1), 163-170.
  • Joireman, J., Grégoire, Y., Devezer, B., ve Tripp, T. M. (2013). When do customers offer firms a “second chance” following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. Journal of Retailing, 89(3), 315- 337.
  • Keaveney, S.M. (1995). Customer switching behavior in service industries: an exploratory study. Journal of Marketing, 59(2), 71-82.
  • Liao, H. (2007). Do it right this time: The role of employee service recovery performance in customerperceived justice and customer loyalty after service failures. Journal of Applied Psychology, 92(2), 475-489.
  • Lichtenfeld, S., Buechner, V. L., Maier, M. A., ve Fernández-Capo, M. (2015). Forgive and forget: Differences between decisional and emotional forgiveness. PloS one, 10(5), e0125561.
  • Lyon, L., ve Cameron, G. T. (2004). A relational approach examining the interplay of prior reputation and immediate response to a crisis. Journal of Public Relations Research, 16(3), 213-241.
  • Mattila, A. S., Cho, W., ve Ro, H. (2009). The joint effects of service failure mode, recovery effort, and gender on customers’ post recovery satisfaction. Journal of Travel and Tourism Marketing, 26(2), 120-128.
  • McCullough, M. E., Fincham, F. D., ve Tsang, J.-A. (2003). Forgiveness, forbearance, and time: The temporal unfolding of transgression-related interpersonal motivations. Journal of Personality and Social Psychology, 84(3), 540–557.
  • McCullough, M.E. (2000). Forgiveness as human strength: theory, measurement, and links to well-being. Journal of Social and Clinical Psychology, 19(1), 43-55.
  • McCullough, M.E. (2001). Forgiveness who does it and how do they do it. Current Directions in Psychological Science, 10(6), 194-197.
  • McLennan, S, Walker, S. ve Rich, L.E. (2014). Should health care providers be forced to apologise after things go wrong?. Journal of bioethical inquiry, 11(4), 431-435.
  • Min, K., S., Jung, M. J. ve Ryu, K. (2012). I apologize. I understand your concerns: When an empathetic apology works. Advances in Consumer Research, 40, 939-940.
  • Mitchell, C. E. (1989). Effects of apology on marital and family relationships. Family Therapy: The Journal of the California Graduate School of Family Psychology, 16(3), 283-287.
  • Mittal, V., Huppertz, J.W. ve Khare, A. (2008). Customer complaining: the role of tie strength and information control. Journal of Retailing, 84(2), 195-204.
  • Nguyen, N., ve LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311.
  • Noth, A.C., Jaroenwanit, P., ve Brown, R. (2015). The Roles of Forgiveness towards Repurchase Intentions from a Cross Cultural Perspective. Athens Journal of Business & Economics, 1(3), 221-234.
  • Roschk, H., ve Kaiser, S. (2013). The nature of an apology: An experimental study on how to apologize after a service failure. Marketing Letters, 24(3), 293-309.
  • Struthers, C. W., Eaton, J., Santelli, A. G., Uchiyama, M., ve Shirvani, N. (2008). The effects of attributions of intent and apology on forgiveness: When saying sorry may not help the story. Journal of Experimental Social Psychology, 44(4), 983-992.
  • Takaku, S. (2001). The effects of apology and perspective taking on interpersonal forgiveness: a dissonance-attribution model of interpersonal forgiveness. The Journal of Social Psychology, 141, 494-508.
  • Trampe, D., Konuş, U. ve Verhoef, P.C., (2014). Customer responses to channel migration strategies toward the e-channel. Journal of Interactive Marketing, 28, 257-270.
  • Tsarenko, Y., ve Tojib, D. (2011). A Transactional Model of Forgiveness in Service Failure Context: A Customer-Driven Approach. Journal of Services Marketing, 25(5), 381-392.
  • Tsarenko, Y., ve Tojib, D. (2012). The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes. Journal of Marketing Management, 28(9–10), 1217-1239.
  • Wirtz, J., ve Mattila, A. S. (2004). Consumer responses to compensation, speed of recovery and apology after a service Failure. International Journal of Service Industry Management, 15, 150-66.
  • Xie, Y., ve Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), 572-589.
  • Yelena, T. ve Tojib, D. (2012). The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes. Journal of Marketing Management, 28(9-10), 1217-1239.
  • Yelena, T. ve Tojib, D. (2015). Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response. Journal of Marketing Management, 31(17-18), 1851-1877.
  • Yuan, D., Yuan, D., Cui, G., Cui, G., Lai, L., ve Lai, L. (2016). Sorry seems to be the hardest word: consumer reactions to self-attributions by firms apologizing for a brand crisis. Journal of Consumer Marketing, 33(4), 281-291.
  • Zeeshan, R. ve Khan, M.I. (2016). Impact of service failure severity and agreeableness on consumer switchover intention: Mediating role of consumer forgiveness. Asia Pacific Journal of Marketing and Logistics, 28(3), 420-434.
  • Zhu, Z., Sivakumar, K., ve Parasuraman, A. (2004). A mathematical model of service failure and recovery strategies. Decision Sciences, 35(3), 493-525.

Yapıcı Özür Dilemenin Müşteri Affediciliğindeki Rolü: Kırıkkale İlinde Market Alışverişlerine Yönelik Bir Araştırma

Yıl 2019, Cilt: 13 Sayı: 19, 1331 - 1347, 30.09.2019
https://doi.org/10.26466/opus.568542

Öz

Ticari ilişkilerde, müşterilerin mal, hizmet, süreç veya çalışan davranışları gibi nedenlerle işletme hataları ile karşılaşması kaçınılmazdır. İşletme hataları sonucunda müşteri tutum ve davranışlarının olumsuz hale gelmesinin mümkün olduğu bilinmektedir. Bu durumun işletmelerin istedikleri sonuçlara ulaşmasını olumsuz etkilemesi söz konusudur. İşletmelerin yaptığı hataların olumsuz sonuçlarını ortadan kaldırmada, müşterinin işletme hatalarını affetmesini sağlamak önemli bir yöntemdir. Bu çalışmada, yapıcı özür dilemenin müşteri affediciliğindeki rolü incelenmektedir. Bu kapsamda, öncelikle müşteri affediciliği ve özür dilemenin müşteri affediciliğindeki rolü, hizmet sektöründe yoğun olarak gerçekleştirilen ikincil veriler yardımıyla açıklanmaktadır. Ardından, müşterilerin market alışverişlerinde karşılaştığı işletme hatalarında özür dileme ve müşteri affediciliği ilişkisini incelemek için Kırıkkale ilinde kolayda örnekleme yöntemiyle gerçekleştirilen anket çalışmasıyla birincil veriler toplanmaktadır. Analiz sonuçlarına göre, yapıcı özür dilemenin müşterinin işletmeyi affetmesini sağlamada önemli rol üstlendiği tespit edilmektedir. Hata türlerine göre, yapıcı özür dilemenin affedicilikle ilişkileri karşılaştırıldığında, fiyat ve ödeme koşullarıyla ilgili hatalarda özür dilemenin daha etkili olduğu görülmektedir. Son olarak, araştırma bulguları yorumlanmakta ve hem akademisyenlere hemde işletmelere yardımcı bir çalışma olması hedeflenmektedir.

Kaynakça

  • Aaker, J., Fournier, S., ve Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
  • Allan, A., ve McKillop, D. (2010). The health implications of apologizing after an adverse event. International Journal for Quality in Health Care, 22(2), 126-131.
  • Allan, A., McKillop, D., Dooley, J., Allan, M. M., ve Preece, D. A. (2015). Apologies following an adverse medical event: The importance of focusing on the consumer's needs. Patient education and counseling, 98(9), 1058-1062.
  • Basford, T. E., Offermann, L. R.,ve Behrend, T. S. (2014). Please accept my sincerest apologies: Examining follower reactions to leader apology. Journal of Business Ethics, 119(1), 99-117.
  • Beverland, M. B., Chung, E., ve Kates, S. M. (2009). Exploring consumers’ conflict styles: Grudges and forgiveness following marketer failure. Advances in Consumer Research, 36, 438-443.
  • Beverland, M. B., Kates, S. M., Lindgreen, A., ve Chung, E. (2010). Exploring consumer conflict management in service encounters. Journal of the Academy of Marketing Science, 38(5), 617–633.
  • Coombs, W. T., ve Holladay, S. J. (2001). An extended examination of the crisis situations: A fusion of the relational management and symbolic approaches. Journal of Public Relations Research, 13(4), 321-340.
  • Coulter, K. S. (2009). Enough is enough! Or is it? Factors that impact switching intentions in extended travel service transactions. Journal of Travel and Tourism Marketing, 26(2), 144-155.
  • Dana, Y. ve Luria, G. (2016). Customer forgiveness of unsatisfactory service: manifestations and antecedents. Service Business, 10(3), 557-579.
  • De Blasio, A. ve Veale, R. (2009). Why say sorry? Influencing consumer perceptions post organizational crises. Australasian Marketing Journal, 7(2), 75-83.
  • Dutta, S., ve Pullig, C. (2011). Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies. Journal of Business Research, 64(12), 1281-1287.
  • Fincham, F. D., Paleari, F. G., ve Regalia, C. (2002). Forgiveness in marriage: The role of relationship quality, attributions, and empathy. Personal Relationships, 9(1), 27-37.
  • Finkel, E. J., Rusbult, C. E., Kumashiro, M., ve Hannon, P. A. (2002). Dealing with betrayal in close relationships: Does commitment promote forgiveness? Journal of Personality and Social Psychology, 82, 956-974.
  • Gre´goire, Y., Tripp, T.M. ve Legoux, R. (2009). When customer love turns into lasting hate: the effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18–32.
  • Hess, R.L., Ganesan, S. ve Klein, N.M. (2003). Service failure and recovery: the impact of relationship factors on customer satisfaction. Journal of the Academy of the Marketing Science, 31, 127-145
  • Hill, K. M., ve Boyd, D.P. (2015). Who should apologize when an employee transgresses? Source effects on apology effectiveness. Journal of Business Ethics, 130(1), 163-170.
  • Joireman, J., Grégoire, Y., Devezer, B., ve Tripp, T. M. (2013). When do customers offer firms a “second chance” following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. Journal of Retailing, 89(3), 315- 337.
  • Keaveney, S.M. (1995). Customer switching behavior in service industries: an exploratory study. Journal of Marketing, 59(2), 71-82.
  • Liao, H. (2007). Do it right this time: The role of employee service recovery performance in customerperceived justice and customer loyalty after service failures. Journal of Applied Psychology, 92(2), 475-489.
  • Lichtenfeld, S., Buechner, V. L., Maier, M. A., ve Fernández-Capo, M. (2015). Forgive and forget: Differences between decisional and emotional forgiveness. PloS one, 10(5), e0125561.
  • Lyon, L., ve Cameron, G. T. (2004). A relational approach examining the interplay of prior reputation and immediate response to a crisis. Journal of Public Relations Research, 16(3), 213-241.
  • Mattila, A. S., Cho, W., ve Ro, H. (2009). The joint effects of service failure mode, recovery effort, and gender on customers’ post recovery satisfaction. Journal of Travel and Tourism Marketing, 26(2), 120-128.
  • McCullough, M. E., Fincham, F. D., ve Tsang, J.-A. (2003). Forgiveness, forbearance, and time: The temporal unfolding of transgression-related interpersonal motivations. Journal of Personality and Social Psychology, 84(3), 540–557.
  • McCullough, M.E. (2000). Forgiveness as human strength: theory, measurement, and links to well-being. Journal of Social and Clinical Psychology, 19(1), 43-55.
  • McCullough, M.E. (2001). Forgiveness who does it and how do they do it. Current Directions in Psychological Science, 10(6), 194-197.
  • McLennan, S, Walker, S. ve Rich, L.E. (2014). Should health care providers be forced to apologise after things go wrong?. Journal of bioethical inquiry, 11(4), 431-435.
  • Min, K., S., Jung, M. J. ve Ryu, K. (2012). I apologize. I understand your concerns: When an empathetic apology works. Advances in Consumer Research, 40, 939-940.
  • Mitchell, C. E. (1989). Effects of apology on marital and family relationships. Family Therapy: The Journal of the California Graduate School of Family Psychology, 16(3), 283-287.
  • Mittal, V., Huppertz, J.W. ve Khare, A. (2008). Customer complaining: the role of tie strength and information control. Journal of Retailing, 84(2), 195-204.
  • Nguyen, N., ve LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311.
  • Noth, A.C., Jaroenwanit, P., ve Brown, R. (2015). The Roles of Forgiveness towards Repurchase Intentions from a Cross Cultural Perspective. Athens Journal of Business & Economics, 1(3), 221-234.
  • Roschk, H., ve Kaiser, S. (2013). The nature of an apology: An experimental study on how to apologize after a service failure. Marketing Letters, 24(3), 293-309.
  • Struthers, C. W., Eaton, J., Santelli, A. G., Uchiyama, M., ve Shirvani, N. (2008). The effects of attributions of intent and apology on forgiveness: When saying sorry may not help the story. Journal of Experimental Social Psychology, 44(4), 983-992.
  • Takaku, S. (2001). The effects of apology and perspective taking on interpersonal forgiveness: a dissonance-attribution model of interpersonal forgiveness. The Journal of Social Psychology, 141, 494-508.
  • Trampe, D., Konuş, U. ve Verhoef, P.C., (2014). Customer responses to channel migration strategies toward the e-channel. Journal of Interactive Marketing, 28, 257-270.
  • Tsarenko, Y., ve Tojib, D. (2011). A Transactional Model of Forgiveness in Service Failure Context: A Customer-Driven Approach. Journal of Services Marketing, 25(5), 381-392.
  • Tsarenko, Y., ve Tojib, D. (2012). The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes. Journal of Marketing Management, 28(9–10), 1217-1239.
  • Wirtz, J., ve Mattila, A. S. (2004). Consumer responses to compensation, speed of recovery and apology after a service Failure. International Journal of Service Industry Management, 15, 150-66.
  • Xie, Y., ve Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing, 26(7), 572-589.
  • Yelena, T. ve Tojib, D. (2012). The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes. Journal of Marketing Management, 28(9-10), 1217-1239.
  • Yelena, T. ve Tojib, D. (2015). Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response. Journal of Marketing Management, 31(17-18), 1851-1877.
  • Yuan, D., Yuan, D., Cui, G., Cui, G., Lai, L., ve Lai, L. (2016). Sorry seems to be the hardest word: consumer reactions to self-attributions by firms apologizing for a brand crisis. Journal of Consumer Marketing, 33(4), 281-291.
  • Zeeshan, R. ve Khan, M.I. (2016). Impact of service failure severity and agreeableness on consumer switchover intention: Mediating role of consumer forgiveness. Asia Pacific Journal of Marketing and Logistics, 28(3), 420-434.
  • Zhu, Z., Sivakumar, K., ve Parasuraman, A. (2004). A mathematical model of service failure and recovery strategies. Decision Sciences, 35(3), 493-525.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ertuğrul Karakaya 0000-0001-5049-4588

İbrahim Bozacı 0000-0002-9584-6126

Yayımlanma Tarihi 30 Eylül 2019
Kabul Tarihi 23 Ağustos 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 13 Sayı: 19

Kaynak Göster

APA Karakaya, E., & Bozacı, İ. (2019). Yapıcı Özür Dilemenin Müşteri Affediciliğindeki Rolü: Kırıkkale İlinde Market Alışverişlerine Yönelik Bir Araştırma. OPUS International Journal of Society Researches, 13(19), 1331-1347. https://doi.org/10.26466/opus.568542