SavedAdd your journal

Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2021 / Cilt: 14 - Sayı: 3

The Effects of Negative Emotions and Corporate Reputation on Alternative Voice Complaint Behavior of Bank Customers

Olumsuz Duyguların Ve Kurumsal İtibarın Banka Müşterilerinin Alternatif Şikâyet Davranışları Üzerindeki Etkileri

Pınar BAŞGÖZE
Öznur ÖZKAN TEKTAŞ
Pages
427–452
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results showed that perceived corporate reputation has a greater impact than negative emotions on direct firm complaints, whereas negative emotions lead bank customers to 3rd parties.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study examines the effects of both corporate reputation and negative emotions after failure (annoyance and irritation) on two voice-complaint behaviors, namely, direct firm and third-party complaints.
📊
Key Findings & Data:Survey data were collected from 366 customers who experienced a banking service failure and complained.
💡
Conclusion & Impact:The results showed that perceived corporate reputation has a greater impact than negative emotions on direct firm complaints, whereas negative emotions lead bank customers to 3rd parties.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Firmaya şikâyet · Üçüncü taraflara şikâyet · Kurumsal İtibar

Abstract

This study examines the effects of both corporate reputation and negative emotions after failure (annoyance and irritation) on two voice-complaint behaviors, namely, direct firm and third-party complaints. Survey data were collected from 366 customers who experienced a banking service failure and complained. The research model was tested with Partial Least Square SEM using SmartPLS. The results showed that perceived corporate reputation has a greater impact than negative emotions on direct firm complaints, whereas negative emotions lead bank customers to 3rd parties. The relationship between corporate reputation and 3rd party complaints was fully mediated by the intensity of negative emotions. The study offers broader thinking on customer complaint behavior experience choices by proposing the notion that underlying antecedents of customers’ different voice complaint behaviors may come from different sources, such as a bank’s reputation appears to be judged by customers’ experience or the intensity of the negative emotion after a failure. This study also contributes to the existing literature by examining the joint effects of firm reputation and negative emotions on complaint behavior in emerging markets.

Özet

Bu çalışmanın amacı, kurumsal itibar ve hizmet hatası sonrası oluşan olumsuz duyguların (rahatsızlık ve irrite olma) iki şikâyet davranışı (doğrudan firmaya veya üçüncü kurumlara şikâyet) üzerindeki etkilerini bankacılık sektörü özelinde incelemektir. Çalışmanın verisi bankacılık hizmetlerinde hizmet hatası ile karşılaşan ve şikâyette bulunan 366 banka müşterisinden anket yöntemi ile toplanmıştır. Araştırma modeli Kısmi En Küçük Kareler YEM ile Smart PLS programı kullanılarak test edilmiştir. Sonuçlar, doğrudan firmaya yönlendirilen şikâyetler üzerinde kurumsal itibarın olumsuz duygulardan daha fazla etkiye sahip olduğunu; olumsuz duyguların ise, banka müşterilerini daha çok üçüncü taraflara şikâyete yönlendirdiğini göstermektedir. Olumsuz duygular aynı zamanda kurumsal itibar ile üçüncü taraflara şikâyet arasında düzenleyicilik etkisi göstermektedir. Çalışma, tüketicilerin farklı şikâyet davranışlarının altında yatan öncüllerin farklı kaynaklardan etkilenebileceği fikri ile literatüre katkıda bulunmaktadır. Çalışma aynı zamanda kurumsal itibar ve olumsuz duyguların şikâyet davranış türleri üzerindeki birlikte etkisini incelemesi açısından da katkı sağlar niteliktedir.

🔖

Cite This Article

BAŞGÖZE, P., TEKTAŞ, Ö. Ö. (2021). The Effects of Negative Emotions and Corporate Reputation on Alternative Voice Complaint Behavior of Bank Customers. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 14 - Sayı: 3, 427–452. https://ajindex.com/articles/340580

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (11)

  1. Al-Shammari, M. (Ed.). (2016). Ethical and social perspectives on global business interaction in emerging markets. IGI Global. Bearden, W. O. (1983), Profiling consumers who register complaints against auto repair services. Journal of Consumer Affairs, 17 (2), 315-335.
  2. Bearden, W. O., Crockett, M., & Graham, S. (1979). Consumers’ propensity-to-complain and dissatisfaction with automobile repairs. In Hunt, H. K. and Day, R. L. (Eds.). Refining Concepts and Measures of Consumer Satisfaction and Complaining Behavior, Indiana University, Bloomington, IN. 35–43.
  3. Bell, C. R., & Zemke, R. E. (1987). Service breakdown: the road to recovery. Management Review, 76(10), 32-43.
  4. Bengül, S. S., & 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.
  5. Bennett, R., & Gabriel, H. (2001). Reputation, trust and supplier commitment: The case of shipping company/seaport relations. Journal of Business & Industrial Marketing, 16 (6), 424 - 438. Bennett, R., & Rentschler, R. (2003). Foreword by the guest editors. Corporate Reputation Review, 6 (3), 207-210.
  6. Bitner, M.J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54 (April), 69-82.
  7. Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71-84.
  8. Bligh, A. D. (1987). Complaint behavior of Mexican-American consumers to a third party agency. Doctoral dissertation, Texas Tech University, Texas, May. Blodgett, J. G., Bakir, A., Mattila, A. S., Trujillo, A., Quintanilla, C., & Elmadag, A. B. (2018). Cross-national differences in complaint behavior: Cultural or situational? Journal of Services Marketing, 32(7), 913–924.
  9. Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services. Journal of the Academy of Marketing Science, 31(4), 377-393.
  10. Breitsohl, J., Khammash, M., & Griffiths, G. (2010). E-business complaint management: perceptions and perspectives of online credibility. Journal of Enterprise Information Management, 23(5), 653-660.
  11. Burgoon, J. K. (1978). A communication model of personal space violations: Explication and an initial test. Human Communication Research, 4 (2), 129–142. Carrión, G. C., Nitzl, C.