Consumer Racism Against Syrian-Origin Health Services and Its Effect on Buying Behaviors: Turkish Case

Abstract

In the study, it is aimed to determine how Turkish consumers evaluate the health services provided by Syrians, their willingness to buy these services, and whether there is a consumer racism tendency towards the services provided by Syrians in general. Within the scope of the research, the variables of consumer racism, willingness to buy and service judgment are determined. Data are collected from 302 participants in Yenişehir district of Mersin province by convenience sampling method. The hypotheses developed within the scope of the research are tested by applying the structural equation model and hierarchical regression analysis. According to the results, it is seen that consumer racism affects service judgment and willingness to buy services negatively, while service judgment positively affects service willingness to buy. It is determined that the variables of service judgment and importance of outcome have a mediating role in the relationship between consumer racism and willingness to buy services, while the level of interaction variable has no moderating role in this relationship.

Keywords

• tüketici irkçılığı
• tüketici davranışı
• hizmet pazarlaması
• satın alma i̇stekliliği
• hizmet değerlendirmesi
• consumer racism
• consumer behavior
• services marketing
• willingness to buy
• service judgment