消费者对在线产品故障恢复努力的反应:土耳其的实证研究

IF 0.7

Journal of Marketing Channels Pub Date : 2016-10-01 DOI:10.1080/1046669X.2016.1224308

B. Oflaç

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引用次数: 3

摘要

本研究探讨了分配公平、程序公平和互动公平在不同层次和类型下的恢复满意度和再光顾相关差异，并检验了恢复满意度在网络产品失败的公平-再光顾关系中的中介作用。结果表明，高水平的程序公正和互动公正提高了上述类型失败的恢复满意度和再光顾率。研究结果还表明，对于在线产品失败，在分配公平方面，退款比交换产生更多的恢复满意度。此外，恢复满意度在程序公正和再光顾变量之间起中介作用。这种中介作用同样适用于互动公正-再光顾关系。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Consumer Response to Recovery Efforts for Online Product Failures: An Empirical Study for Turkey

This study explores recovery satisfaction and repatronage-related differences for different levels and types of distributive, procedural, and interactional justice and tests the mediating role of recovery satisfaction in justice–repatronage relationships for online product failures. Results show that high levels of procedural and interactional justice increase recovery satisfaction and repatronage for the aforementioned type of failures. Findings also indicate that for online product failures, regarding distributive justice, refund creates more recovery satisfaction than exchange. Additionally, recovery satisfaction acts as a mediator between procedural justice and repatronage variables. This mediating role is also valid for the interactional justice–repatronage relationship.

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来源期刊

Journal of Marketing Channels BUSINESS-

自引率

0.00%

发文量

期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.