Sikâyet Yönetim Süreci Sonrasi Memnuniyeti Etkileyen Faktörler Üzerine Uygulamali Bir Arastirma/An Emprical Research on Factors Affecting Satisfaction After Complaint Management Process

As importance of consumer and keeping consumer in hand increases, activities for solving problems of consumers which is about purchased goods and services or namely complaint management has gain importance recently. Complaints are defined as declarations of consumers about their unsatisfactory experiences and problems about goods or services. Under this framework problem solving is defined as a defensive marketing strategy which is a major tool for not only keeping consumers in hand but also preventing the negative consequences of consumer complaint behaviors like negative word of mouth, complaining to third parties, firm image deterioration or etc. The aim of this study is to contribute firms to reach their goals by determining factors that affect the satisfaction of consumers who transmit their problems to firm namely unsatisfied consumers. Furthermore it is aimed to clarify the effects of post complaint satisfaction on behaviors and intentions after complaint process like negative word of mouth and repurchases. It is also supposed to contribute the prosperity and welfare of consumers by understanding and revealing details and critical points of complaint handling activities. Determining expectancies of consumers from a complaint handling process is a necessary factor for solving consumer problems and making confident them to transmit problems to firm. Companies must deal with consumer complaints under the lights of these expectancies which is tried to be pointed out by such studies. Consumer complaints are consequences of dissatisfaction or inconvenience which resulted from the difference between expected and actual performance of goods and services. Researches show that resolving a consumer complaint properly creates several invaluable advantages like consumer losses, ensuring higher satisfaction with respect to before of complaint process, higher consumer loyalty, preventing negative word of mouth, understanding and following current consumer wants, preferences, expectancies and tendencies properly or etc. As modern marketing concept and the idea of being consumer oriented gains importance, complaint handling strategies are not only evaluated as competitive edge of firms, but also as a strategic tool that assures to be alive in global competitive environment. Dealing with consumer complaint is seen as waste of time by firms in general. But many complaint management researches show that a good complaint management experience of consumer creates several