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ŞİKAYET ETME NİYETİNİN PLANLI DAVRANIŞ TEORİSİ TEMELİNDE İNCELENMESİ

EVALUATION OF COMPLAINT INTENTION THROUGH THEORY OF PLANNED BEHAVIOUR

Journal Name:

  • Pazarlama ve Pazarlama Araştırmaları Dergisi

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
In today’s intense environment of competition, it is essantial to understand consumer behaviours and respond to their expectations. One of the most important ways to understand consumer behaviour and increase consumer loyalty is to grasp consumer complaint behaviours and the underlying reasons for such behaviour. This study aims to examine complaint intention through planned behaviour model. Along these lines, personal attitude, subjective norm and perceived behavioural control have been defined as independent variables, whereas complaint intention has been defined as a dependent variable. Within the context of the study, the link between the significance of consumer complaint intention, consumer complaint behaviour and its determinants, and the planned behaviour theory and its components has been analyzed. The sample is comprised of undergraduate students enrolled in Ondokuz Mayıs University’s Management program. This research concludes that personal attitude, subjective norm and perceived behavioral control variables of the theory of planned behavior impact consumer intention to complain.
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Abstract (Original Language): 
Günümüz rekabet ortamında işletmeler için tüketicileri anlamak ve onların beklentilerini karşılamak bir zorunluluk haline gelmiştir. Tüketici davranışlarını anlamanın, memnuniyet ve sadakat düzeyini arttırmanın en önemli yollarından birisi de tüketicilerin şikâyet davranışlarını ve bu davranışların altında yatan nedenleri anlamaktan geçmektedir. Bu çalışma şikâyet etme niyetini planlı davranış teorisi temelinde incelemeyi amaçlamaktadır. Bu amaç doğrultusunda kişisel tutum, öznel norm ve algılanan davranışsal kontrol bağımsız değişken, şikâyet etme niyeti bağımlı değişken olarak tanımlanmıştır. Araştırma kapsamında kuramsal olarak, tüketici şikâyet davranışının önemi, tüketici şikâyet davranışı ve belirleyicileri ile planlı davranış teorisi ve bileşenleri arasındaki ilişkiler kavramsal olarak incelenmiştir. Araştırmanın örneklemi, Ondokuz Mayıs Ünversitesi İşletme bölümü lisans öğrencilerinden oluşmaktadır. Bu araştırmada planlı davranış teorisinin kişisel tutum, öznel norm ve algılanan davranışsal kontrol değişkenlerinin tüketicilerin şikâyete yönelik niyetini etkilediği sonucuna ulaşılmıştır.
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  • Turkish

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