Müşteri şikayet süreci yönetiminin firma pazarlama ve finansal performansına etkileri. gerçek şikayet verileri ve şikayetçi-algılarının farklı sektörlerde incelenmesi

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TVRRMk9EYzM.pdf

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2014

Author

Kasnakoğlu, Tarı Berna
Yılmaz, Cengiz
Varnalı, Kaan
Çeşmeci, Caner
Terzi, Hilal
Pak, Halil

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Bu projede, işletmelerin müşteri şikâyetlerini yönetirken uygulayabilecekleri mekanik ve organik yaklaşımların kalitesinin işletme performansı için etkileri incelenmiştir. Şikâyet yönetimi uygulamalarının işletme performansını memnuniyet gibi olumlu müşteri tepkileri ve örgütsel öğrenme olmak üzere iki farklı fakat ilintili süreçle etkileyebileceği savlanmıştır. Proje verileri şirket yöneticilerine uygulanan anket ölçümleri ve Şikayetvar.com platformundan alınan şikâyetçi değerlendirmelerinden oluşmaktadır. Gerek firma gerekse birey şikâyetçi analiz biriminde çeşitli analizler gerçekleştirilerek projenin araştırma soruları incelenmiştir. Bulgulara göre, (1) şikâyet yönetimi uygulamaları firmaların rekabetçi performansı açısından önemlidir, (2) organik şikâyet yönetimi uygulamaları işletme performansını mekanik yaklaşımlara göre daha olumlu etkilemektedir, (3) örgütsel öğrenme süreci şikâyet yönetiminin etkisi açısından hem uzun hem de kısa vadeli performans için önemliyken (4) müşteri tepkisi süreci yalnızca kısa dönemli işletme performansı için ciddi bir önem arz etmektedir. Bulgular ayrıca şikâyet sürecinde yaşanan tecrübelerin şikâyetçilerin nihai sadakatlerinde önemli belirleyici etkileri olduğunu ortaya koymaktadır. Üretim işletmelerinde bu etki daha belirginken, hizmet işletmelerinde şikâyet süreci tecrübelerine ek olarak şikâyet anında yaşanan duygusal devinimlerinin ve bilişsel kaygı türünün de sadakat üzerinde belirleyici olabileceği tespit edilmiştir. Proje bulgularının işletmelerin performansları ve ulusal ekonomiler için önemi projenin sonuçlar bölümünde etraflıca tartışılmıştır.

URI

https://app.trdizin.gov.tr/publication/project/detail/TVRRMk9EYzM
https://hdl.handle.net/11511/49539

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Department of Business Administration, Project and Design

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Citation Formats

T. B. Kasnakoğlu, C. Yılmaz, K. Varnalı, C. Çeşmeci, H. Terzi, and H. Pak, “Müşteri şikayet süreci yönetiminin firma pazarlama ve finansal performansına etkileri. gerçek şikayet verileri ve şikayetçi-algılarının farklı sektörlerde incelenmesi,” 2014. Accessed: 00, 2020. [Online]. Available: https://app.trdizin.gov.tr/publication/project/detail/TVRRMk9EYzM.