Cilt 11 Sayı 3 (2023): Business & Management Studies: An International Journal
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Tüketici affetmesinin sistematik literatür incelemesi: Alanın ve gelecekteki araştırma gündeminin belirlenmesi

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  • Neslişah Özdemir
Neslişah Özdemir
Dr. Öğr. Üyesi, Kastamonu Üniversitesi, Kastamonu, Türkiye
DOI: https://doi.org/10.15295/bmij.v11i3.2294

Yayınlanmış 2023-09-24

Anahtar Kelimeler

  • Tüketici Affetmesi, Hizmet Hatası, Hizmet Telafisi, Sistematik İnceleme
  • Consumer Forgiveness, Service failure, Service Recovery, Systematic Review

Nasıl Atıf Yapılır

Özdemir, N. (2023). Tüketici affetmesinin sistematik literatür incelemesi: Alanın ve gelecekteki araştırma gündeminin belirlenmesi. Business & Management Studies: An International Journal, 11(3), 1241–1259. https://doi.org/10.15295/bmij.v11i3.2294

Telif Hakkı (c) 2023 Neslişah Özdemir

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Özet

Tüketici affetmesi, hizmet hatası ve telafisi araştırmalarındaki rolüyle pazarlama yazınında önemi giderek artan bir kavramdır. Bu doğrultuda, bu araştırma tüketici affetmesi literatürünü sistematik olarak incelemeyi ve mevcut literatürde tespit edilen boşluklar doğrultusunda gelecek çalışmalar için faydalı öneriler sunmayı amaçlamaktadır. Bu kapsamda, tüketici affetmesi ile ilgili Scopus veri tabanından ulaşılan 77 hakemli dergi makalesi sistematik olarak incelenmiştir.  İnceleme bulguları tanımlayıcı genel bakış (yıl ve dergi) başlığı ile teorik arka plan, metodolojik eğilimler (araştırma tasarımı, veri toplama yöntemi, örneklem hacmi, sektör, analiz teknikleri, ölçüm) ve ilişkili olan değişkenler (öncül, sonuç, aracı ve düzenleyici) alt başlıklarından oluşan içerik analizi başlığı altında tartışılmıştır. Bu araştırma ile tüketici affetmesi literatürüne açıklık getirilerek mevcut durum ortaya konulmuştur. Bu kapsamda, boşluklar belirtilerek ve gelecek çalışmalara yönelik öneriler sunularak literatüre katkıda bulunulmaktadır. Ayrıca, tüketici affetmesi çalışmalarında incelenen değişkenler doğrultusunda bütüncül bir yapı sunularak ilgili literatüre katkı sağlanmaktadır.

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