Tüketicilerin Çevrimiçi Şikâyet Kanallarını Kullanımına Yönelik Davranışlarının: Teknoloji Kabul Modeli ve Planlı Davranış Teorisi Bütünleşik Modeli Bakış Açısı ile İncelenmesi

Fatih ŞAHİN, Alkan ALKAYA

Özet


Bu araştırmada, kamu hizmetlerini kullanan tüketicilerin Başbakanlık İletişim Merkezi (BİMER) çevrimiçi şikâyet kanalını kullanımını etkileyen faktörler planlı davranış teorisi (PDT) ve teknoloji kabul modeli (TKM) kullanılarak oluşturulan bütünleşik model ile nicel olarak incelenmiştir. Araştırmada kullanılan birincil veriler Uşak Üniversitesi personel ve öğrencileri ile gerçekleştirilen yüz yüze anket yöntemi ile elde edilmiştir. Oluşturulan bütünleşik modelin analizinde yapısal eşitlik modellemesi kullanılmıştır. Araştırma modeli çerçevesinde, algılanan kullanım kolaylığının, algılanan fayda ve tutum üzerine olan etkisi; algılanan faydanın, tutum ve niyet üzerindeki etkisi, bununla birlikte tutumun, niyet üzerindeki etkisi TKM çerçevesinde ele alınmış diğer taraftan algılanan davranışsal kontrol ve sübjektif normun niyet üzerindeki etkisi PDT çerçevesinde ele alınmış olup her iki model, tek bir bütünleşik yapısal model üzerinde incelenmiştir. Elde edilen sonuçlara göre BİMER i kullanma niyetini etkileyen faktörler etki derecelerine göre sübjektif norm, tutum, algılanan davranışsal kontrol ve algılanan fayda olarak sıralandığı görülmüştür. Bununla birlikte sonuçlar araştırma modelinde sınanan hipotezlerin desteklendiğini göstermiştir.

Tam Metin:

PDF

Referanslar


Ajzen, I. 1985. From intentions to actions: A theory of planned behavior, Action control: 11-39: Springer.

Ajzen, I. 1987. Attitudes, traits, and actions: Dispositional prediction of behavior in personality and social psychology. Advances in experimental social psychology, 20: 1-63.

Ajzen, I. 1991. The theory of planned behavior. Organizational behavior and human decision processes, 50(2): 179-211.

Ajzen, I. 2006. Behavioral interventions based on the theory of planned behavior: Brief description of the theory of planned behavior.

Ajzen, I., & Driver, B. L. 1992. Application of the theory of planned behavior to leisure choice. Journal of leisure research, 24(3): 207.

Ajzen, I., & Fishbein, M. 1977. Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5): 888.

Ajzen, I., & Madden, T. 1986. Prediction of goal directed behaviour: Attitudes, intentions and perceived behavioural control.

Anderson, E. W., Fornell, C., & Rust, R. T. 1997. Customer satisfaction, productivity, and profitability: Differences between goods and services. Marketing science, 16(2): 129-145.

Armitage, C. J., & Conner, M. 2001. Efficacy of the theory of planned behaviour: A meta‐analytic review. British journal of social psychology, 40(4): 471-499.

Baker, T. L., Meyer, T., & Chebat, J.-C. 2013. Cultural impacts on felt and expressed emotions and third party complaint relationships. Journal of Business Research, 66(7): 816-822.

Bandura, A. 1977. Self-efficacy: toward a unifying theory of behavioral change. Psychological review, 84(2): 191.

Bettencourt, L. A. 1997. Customer voluntary performance: Customers as partners in service delivery. Journal of retailing, 73(3): 383-406.

Caruana, A., Ramaseshan, B., & Ewing, M. T. 1999. Market orientation and performance in the public sector: The role of organizational commitment. Journal of Global Marketing, 12(3): 59-79.

Chin, Y.-C. 2016. Consumer Acceptance of Online Complaint Forms: An Integration of TPB, TAM and Values Perspective. Business and Economic Research, 6(2).

Davis, F. D. 1985. A technology acceptance model for empirically testing new end-user information systems: Theory and results. Massachusetts Institute of Technology.

Davis, F. D. 1989. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly: 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. 1989. User acceptance of computer technology: a comparison of two theoretical models. Management science, 35(8): 982-1003.

Fishbein, M., & Ajzen, I. 1977. Belief, attitude, intention, and behavior: An introduction to theory and research.

Gambetta, N., Zorio, G. A., & García, B. M. A. 2015. Complaints management and bank risk profile. Journal of Business Research, 68(7): 1599-1601.

García-Murillo, M., & Annabi, H. 2002. Customer knowledge management. Journal of the Operational Research society: 875-884.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. 1998. Multivariate data analysis: Prentice hall Upper Saddle River, NJ.

Hunt, S. D., & Lambe, C. J. 2000. Marketing’s contribution to business strategy: market orientation, relationship marketing and resource‐advantage theory. International Journal of Management Reviews, 2(1): 17-43.

Johnston, R., & Mehra, S. 2002. Best-practice complaint management. The Academy of Management Executive, 16(4): 145-154.

Khodakarami, F., & Chan, Y. E. 2014. Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1): 27-42.

Madden, T. J., Ellen, P. S., & Ajzen, I. 1992. A comparison of the theory of planned behavior and the theory of reasoned action. Personality and social psychology Bulletin, 18(1): 3-9.

Mathieson, K. 1991. Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior. Information systems research, 2(3): 173-191.

OECD. 2011. Actor Brief: Higher Education Institutes.

Pavlou, P. A. 2003. Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3): 101-134.

Radner, R., & Rothschild, M. 1975. On the allocation of effort. Journal of Economic Theory, 10(3): 358-376.

Sheppard, B. H., Hartwick, J., & Warshaw, P. R. 1988. The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of consumer research, 15(3): 325-343.

Singh, J. 1989. Determinants of consumers’ decisions to seek third party redress: An empirical study of dissatisfied patients. Journal of Consumer Affairs, 23(2): 329-363.

Singh, J. 1990. Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1): 1-15.

Taylor, S., & Todd, P. A. 1995. Understanding information technology usage: A test of competing models. Information systems research, 6(2): 144-176.

Triandis, H. C. 1979. Values, attitudes, and interpersonal behavior. Paper presented at the Nebraska symposium on motivation.

Van der Heijden, H. 2003. Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & management, 40(6): 541-549.

Venkatesh, V., & Bala, H. 2008. Technology acceptance model 3 and a research agenda on interventions. Decision sciences, 39(2): 273-315.

Venkatesh, V., & Davis, F. D. 2000. A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2): 186-204.

Winer, R. S. 2001. A framework for customer relationship management. California management review, 43(4): 89-105.

Yeaman, A. R. 1988. Attitudes, Learning and Human-Computer Interaction: An Application of the Fishbein and Ajzen Model of Attitude-Behavior Consistency.

Zairi, M. 2000. Managing customer dissatisfaction through effective complaints management systems. The TQM magazine, 12(5): 331-337.




Adres: Arabacı Alanı Mahallesi Mustafa Ocak Sokak No:9 D:2 Serdivan/Sakarya/Türkiye

Telefon: 0532 7695899 - 0506 612 8525- 0505 277 7741

E-posta: pesasosyalarastirmalar@gmail.com, pesaarastirma@gmail.com