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THE MEDİATİNG ROLE OF CORPORATE REPUTATİON İN THE INFLUENCE OF DOCTOR'S BENEVOLENT AND COMPETENCE ON THE INTENTİON OF ONLİNE REVENGE İNTENTİON

Year 2021, Volume: 2 Issue: 1, 56 - 68, 30.03.2021

Mahmut Akbolat Mustafa Amarat Neslihan Ünal

Abstract

The aim of this study is to determine the effect of competence and benevolent behaviors of doctors on patients' intention of online revenge and to examine the mediating role of corporate reputation in this effect. The data were collected between March 10 and April 10, 2020 through a questionnaire applied to users of a private hospital in Ankara. Descriptive statistical methods, correlation and regression analysis were used to analyze the data. As a result of the research, it was determined that the benevolence and competence of the doctor strengthened the corporate reputation and negatively affected the online revenge intention.

Keywords

corporate reputation Benovolence and Compotance Online Revenge Intentions

References

  • Akbolat, M., Amarat, M., & Otyıldız, N. (2019). Sağlık Kurumları, Paydaşları İle İletişimde Twitter’i Nasıl Kullanıyor?. Hacettepe Sağlık İdaresi Dergisi, 22(1), 181-190.
  • Akbolat, M., Amarat, M., Ünal, Ö., & Sütlü, E. S. Benevolence Or Competence Whıch Is More Important For Patıent Loyalty?. Journal Of International Health Sciences And Management, 5(9), 76-84.
  • Amarat, M. (2017). Hasta Temelli Kurumsal İtibarın Belirlenmesi. Yüksek Lisans Tezi. Sakarya Üniversitesi Sosyal Bilimler Enstitüsü. Sakarya.
  • Baraibar Díez, E. P., & Luna Sotorrio, L. (2018). The mediating effect of transparency in the relationship between corporate social responsibility and corporate reputation. Revista Brasileira de Gestao de Negocios 20(1),5-11.
  • Bonifield, C., & Cole, C. (2007). Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses. Marketing Letters, 18(1-2), 85-99.
  • Bousnina, Z., & Zaiem, I. (2019). Patient’s reaction after health-care service failure: qualitative study. International Journal of Pharmaceutical and Healthcare Marketing.13(1),68-83.
  • Ching, G. S., Lien, W. C., & Chao, P. C. (2014). Developing a scale to measure the situational changes in short-term study abroad programs. International Journal of Research Studies in Education, 3(5), 53–71. https://doi.org/10.5861/ijrse.2014.771.
  • Curina, I., Francioni, B., Hegner, S. M., & Cioppi, M. (2020). Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting. Journal of Retailing and Consumer Services, doi.org/10.1016/j.jretconser.2019.102031
  • de Campos Ribeiro, G., Butori, R., & Le Nagard, E. (2018). The determinants of approval of online consumer revenge. Journal of Business Research, 88, 212-221.
  • Deljoo, A., van Engers, T., Gommans, L., & de Laat, C. (2018, July). The impact of competence and benevolence in a computational model of trust. In IFIP International Conference on Trust Management (45-57). Springer, Cham.
  • Erbay, E., Karaağaç, C. ve Esatoğlu, A. E. (2019). Özel Hastanelere Yapılan Çevrimiçi Şikâyetlerin İçerik Analizi İle İncelenmesi-Content Analysıs Of Onlıne Complaınts About Prıvate Hospıtals. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(24), 287-304.
  • Funches, V., Markley, M., & Davis, L. (2009). Reprisal, retribution and requital: Investigating customer retaliation. Journal of Business Research, 62(2), 231-238.
  • Grégoire, Y., Laufer, D., & Tripp, T. M. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38(6), 738-758.
  • Grégoire, Yany and Robert J. Fisher (2008). Customer Betrayal and Retaliation: When your Best Customers Become Your Worst Enemies. Journal of the Academy of Marketing Science, 36(2), 247–61.
  • Helm, Sabrina V. (2013). How Corporate Reputation Affects Customers' Reactions to Price Increases. Journal of Revenue & Pricing Management, 12(5), 402–15.
  • Joireman, J., Grégoire, Y., Devezer, B., & Tripp, T. M. (2013). When do customers offer firms a “second chance” following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. Journal of Retailing, 89(3), 315-337.
  • Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of business ethics, 95(3), 457-469.
  • Michaelis, M., Woisetschläger, D. M., Backhaus, C., & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust. International Marketing Review, 25(4), 404.
  • Nguyen, N. (2010). Competence and benevolence of contact personnel in the perceived corporate reputation: An empirical study in financial services. Corporate Reputation Review, 12(4), 345-356.
  • Obeidat, Z. M., Xiao, S. H., al Qasem, Z., & Obeidat, A. (2018). Social media revenge: A typology of online consumer revenge. Journal of Retailing and Consumer Services, 45, 239-255.
  • Ozdemir, E., & Sonmezay, M. (2020). The Effect of The E-Commerce Companies' Benevolence, Integrity and Competence Characteristics on Consumers' Perceived Trust, Purchase Intention and Attitudinal Loyalty. Business and Economics Research Journal, 11(3), 807-821.
  • Rangraz Jeddi, F., Haj Mohammad Hosseini, A. ve Shaeri, M. (2016). A study on patient complaint management in hospitals affiliated to Kashan University of Medical Sciences and approaches for improvement. Journal of Patient Safety & Quality Improvement, 4(3), 416-422.
  • Riquelme, I. P., Román, S., Cuestas, P. J., & Iacobucci, D. (2019). The dark side of good reputation and loyalty in online retailing: When trust leads to retaliation through price unfairness. Journal of Interactive Marketing, 47, 35-52.
  • Ruswanti, E., Eff, A., & Kusumawati, M. (2020). Word of mouth, trust, satisfaction and effect of repurchase intention to Batavia hospital in west Jakarta, Indonesia. Management Science Letters, 10(2), 265-270.
  • Tripp, T. M., & Grégoire, Y. (2011). When unhappy customers strike back on the Internet. MIT Sloan Management Review, 52(3), 37-44.
  • Tuzovic, Sven, Merlin C. Simpson, Volker G. Kuppelwieser, and Jörg Finsterwalder (2014). From ‘Free’ to Fee: Acceptability of Airline Ancillary Fees and the Effects on Customer Behavior. Journal of Retailing and Consumer Services, 21(2), 98–107.
  • Varkevisser, M., van der Geest, S. A., & Schut, F. T. (2012). Do patients choose hospitals with high quality ratings? Empirical evidence from the market for angioplasty in the Netherlands. Journal of Health Economics, 31(2), 371-378.
  • Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate reputation review, 12(4), 357-387.
  • Walsh, G., Deseniss, A., Ivens, S. and Schaarschmidt, M. (2019). Buffering the service failure-induced effect of anger on revenge. Kybernetes, 49(7),1899-1913. https://doi.org/10.1108/K-01-2019-0071
  • Walsh, Gianfranco and Sharon E. Beatty (2007). Customer-Based Corporate Reputation of a Service Firm: Scale Development and Validation. Journal of the Academy of Marketing Science, 35(1), 127–143.
  • Xia, Lan, Kent B. Monroe, and Jennifer L. Cox (2004), The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions. Journal of Marketing, 68(4), 1–15.

DOKTOR YARDIMSEVER VE YETKİNLİĞİNİN ÇEVRİMİÇİ İNTİKAM NİYETİNE ETKİSİNDE KURUMSAL İTİBARIN ARACI ROLÜ

Year 2021, Volume: 2 Issue: 1, 56 - 68, 30.03.2021

Mahmut Akbolat Mustafa Amarat Neslihan Ünal

Abstract

Türk sağlık sistemindeki yeni gelişmeler ile birlikte özel hastanelerin sayıları ve oranı giderek artmaktadır. Bu gelişmeler hastaların hastane tercihlerine de olumlu olarak yansımakta ve bireylerin çeşitli hastaneleri tercih etme ihtimalini arttırmaktadır. Literatürde hasta ve potansiyel hastaların, hastane tercihini etki eden birçok faktör olduğu bilinmektedir. Bu faktörlerden biri olan elektronik ağızdan ağıza iletişim, son dönemde internet ve sosyal medyanın yaygınlığı ile birlikte önemli hale gelmektedir. Yaygınlığın artması ile birlikte bireyler, diğer hastalara ve potansiyel hastalara kendi deneyimlerini olumlu ve olumsuz bir şekilde doğrudan paylaşabilmektedirler. Ayrıca, bireyler olumsuz sağlık hizmetlerinin bir sonucu olarak çevrimiçi intikam alma davranışını gösterebilmektedir. Hastaların bu davranışı göstermelerinde birçok farklı unsur olduğu bilinmektedir. Fakat bu araştırma da doktorların yardımsever ve yetkinlik davranışlarının çevrimiçi intikam alma niyetine etkisini ve bu etkide kurumsal itibarın ne şekilde bir aracılık rolü oynadığı araştırılmaktadır. Araştırma, Şubat-Nisan 2020 tarihleri arasında gerçekleştirilmiş olup, bu araştırmanın verileri kendi kendine uygulanan anket yöntemi ile toplanmıştır. Kullanılan anket dört bölümden oluşmaktadır. İlk bölüm sosyo-demografik özellikleri ölçmeyi amaçlamaktadır. İkinci bölümde Riquelme ve arkadaşları tarafından geliştirilen ölçek, (2019) çevrimiçi intikam niyetini ölçmeyi amaçlamaktadır. Üçüncü ve son bölüm, Nguyen (2010) tarafından geliştirilen yardımsever doktor ve yeterlik ölçeği ile kurumsal itibar ölçekleri kullanılmıştır. Verilerin analizinde tanımlayıcı istatistiksel yöntemler, korelasyon ve regresyon analizleri kullanılmıştır. Araştırma sonucunda, hem kurumsal itibar (β = −0.126) hem de doktor yardımsever ve yetkinliği (β = −0.131) çevrimiçi intikam niyeti üzerinde olumsuz etkisi tespit edilmiştir. Ayrıca kurumsal itibar (β = −0.111), doktor yardımseverliğinin çevrimiçi intikam niyeti üzerindeki etkisinde aracılık rolü oynamıştır. Kurumsal itibarın oynadığı bu rol toplam olumsuz etkiyi arttırmıştır. Sonuç olarak sağlık kurumu yöneticileri, kurumlarının itibarını arttırmak için doktorların yardımsever ve yetkinlik davranışlarını artırmaları gerekmektedir. Bu şekilde hastaların çevrimiçi platformlarda yayınlayacakları olumsuz görüşlerini ve intikam niyetini azaltabilmektedir.

Keywords

kurumsal itibar çevrimiçi intikam niyeti Doktor Yardımsever ve Yetkinliği

References

  • Akbolat, M., Amarat, M., & Otyıldız, N. (2019). Sağlık Kurumları, Paydaşları İle İletişimde Twitter’i Nasıl Kullanıyor?. Hacettepe Sağlık İdaresi Dergisi, 22(1), 181-190.
  • Akbolat, M., Amarat, M., Ünal, Ö., & Sütlü, E. S. Benevolence Or Competence Whıch Is More Important For Patıent Loyalty?. Journal Of International Health Sciences And Management, 5(9), 76-84.
  • Amarat, M. (2017). Hasta Temelli Kurumsal İtibarın Belirlenmesi. Yüksek Lisans Tezi. Sakarya Üniversitesi Sosyal Bilimler Enstitüsü. Sakarya.
  • Baraibar Díez, E. P., & Luna Sotorrio, L. (2018). The mediating effect of transparency in the relationship between corporate social responsibility and corporate reputation. Revista Brasileira de Gestao de Negocios 20(1),5-11.
  • Bonifield, C., & Cole, C. (2007). Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses. Marketing Letters, 18(1-2), 85-99.
  • Bousnina, Z., & Zaiem, I. (2019). Patient’s reaction after health-care service failure: qualitative study. International Journal of Pharmaceutical and Healthcare Marketing.13(1),68-83.
  • Ching, G. S., Lien, W. C., & Chao, P. C. (2014). Developing a scale to measure the situational changes in short-term study abroad programs. International Journal of Research Studies in Education, 3(5), 53–71. https://doi.org/10.5861/ijrse.2014.771.
  • Curina, I., Francioni, B., Hegner, S. M., & Cioppi, M. (2020). Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting. Journal of Retailing and Consumer Services, doi.org/10.1016/j.jretconser.2019.102031
  • de Campos Ribeiro, G., Butori, R., & Le Nagard, E. (2018). The determinants of approval of online consumer revenge. Journal of Business Research, 88, 212-221.
  • Deljoo, A., van Engers, T., Gommans, L., & de Laat, C. (2018, July). The impact of competence and benevolence in a computational model of trust. In IFIP International Conference on Trust Management (45-57). Springer, Cham.
  • Erbay, E., Karaağaç, C. ve Esatoğlu, A. E. (2019). Özel Hastanelere Yapılan Çevrimiçi Şikâyetlerin İçerik Analizi İle İncelenmesi-Content Analysıs Of Onlıne Complaınts About Prıvate Hospıtals. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 10(24), 287-304.
  • Funches, V., Markley, M., & Davis, L. (2009). Reprisal, retribution and requital: Investigating customer retaliation. Journal of Business Research, 62(2), 231-238.
  • Grégoire, Y., Laufer, D., & Tripp, T. M. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38(6), 738-758.
  • Grégoire, Yany and Robert J. Fisher (2008). Customer Betrayal and Retaliation: When your Best Customers Become Your Worst Enemies. Journal of the Academy of Marketing Science, 36(2), 247–61.
  • Helm, Sabrina V. (2013). How Corporate Reputation Affects Customers' Reactions to Price Increases. Journal of Revenue & Pricing Management, 12(5), 402–15.
  • Joireman, J., Grégoire, Y., Devezer, B., & Tripp, T. M. (2013). When do customers offer firms a “second chance” following a double deviation? The impact of inferred firm motives on customer revenge and reconciliation. Journal of Retailing, 89(3), 315-337.
  • Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of business ethics, 95(3), 457-469.
  • Michaelis, M., Woisetschläger, D. M., Backhaus, C., & Ahlert, D. (2008). The effects of country of origin and corporate reputation on initial trust. International Marketing Review, 25(4), 404.
  • Nguyen, N. (2010). Competence and benevolence of contact personnel in the perceived corporate reputation: An empirical study in financial services. Corporate Reputation Review, 12(4), 345-356.
  • Obeidat, Z. M., Xiao, S. H., al Qasem, Z., & Obeidat, A. (2018). Social media revenge: A typology of online consumer revenge. Journal of Retailing and Consumer Services, 45, 239-255.
  • Ozdemir, E., & Sonmezay, M. (2020). The Effect of The E-Commerce Companies' Benevolence, Integrity and Competence Characteristics on Consumers' Perceived Trust, Purchase Intention and Attitudinal Loyalty. Business and Economics Research Journal, 11(3), 807-821.
  • Rangraz Jeddi, F., Haj Mohammad Hosseini, A. ve Shaeri, M. (2016). A study on patient complaint management in hospitals affiliated to Kashan University of Medical Sciences and approaches for improvement. Journal of Patient Safety & Quality Improvement, 4(3), 416-422.
  • Riquelme, I. P., Román, S., Cuestas, P. J., & Iacobucci, D. (2019). The dark side of good reputation and loyalty in online retailing: When trust leads to retaliation through price unfairness. Journal of Interactive Marketing, 47, 35-52.
  • Ruswanti, E., Eff, A., & Kusumawati, M. (2020). Word of mouth, trust, satisfaction and effect of repurchase intention to Batavia hospital in west Jakarta, Indonesia. Management Science Letters, 10(2), 265-270.
  • Tripp, T. M., & Grégoire, Y. (2011). When unhappy customers strike back on the Internet. MIT Sloan Management Review, 52(3), 37-44.
  • Tuzovic, Sven, Merlin C. Simpson, Volker G. Kuppelwieser, and Jörg Finsterwalder (2014). From ‘Free’ to Fee: Acceptability of Airline Ancillary Fees and the Effects on Customer Behavior. Journal of Retailing and Consumer Services, 21(2), 98–107.
  • Varkevisser, M., van der Geest, S. A., & Schut, F. T. (2012). Do patients choose hospitals with high quality ratings? Empirical evidence from the market for angioplasty in the Netherlands. Journal of Health Economics, 31(2), 371-378.
  • Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate reputation review, 12(4), 357-387.
  • Walsh, G., Deseniss, A., Ivens, S. and Schaarschmidt, M. (2019). Buffering the service failure-induced effect of anger on revenge. Kybernetes, 49(7),1899-1913. https://doi.org/10.1108/K-01-2019-0071
  • Walsh, Gianfranco and Sharon E. Beatty (2007). Customer-Based Corporate Reputation of a Service Firm: Scale Development and Validation. Journal of the Academy of Marketing Science, 35(1), 127–143.
  • Xia, Lan, Kent B. Monroe, and Jennifer L. Cox (2004), The Price Is Unfair! A Conceptual Framework of Price Fairness Perceptions. Journal of Marketing, 68(4), 1–15.
There are 31 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Mahmut Akbolat 0000-0002-2899-6722

Mustafa Amarat 0000-0001-8954-6314

Neslihan Ünal This is me 0000-0003-0340-4556

Publication Date March 30, 2021
Submission Date October 23, 2020
Acceptance Date February 10, 2021
Published in Issue Year 2021 Volume: 2 Issue: 1

Cite

APA Akbolat, M., Amarat, M., & Ünal, N. (2021). DOKTOR YARDIMSEVER VE YETKİNLİĞİNİN ÇEVRİMİÇİ İNTİKAM NİYETİNE ETKİSİNDE KURUMSAL İTİBARIN ARACI ROLÜ. 19 Mayıs Sosyal Bilimler Dergisi, 2(1), 56-68.
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