Özdeşleşen Müşteriler Seslilik Davranışı Sergiler mi?(Do Identified Customers Exhibit Voice Behavior?)

Abstract

For many years, customer voice was seen as a dimension of customer complaint behavior, but it has started to be seen as a positive customer behavior independent of complaint behavior after the increase in studies in this area. It can be said that customer voice behavior is important in terms of showing businesses service failures and offering a chance to compensate. For this reason, it is necessary to determine the factors that cause voice behavior. One of these factors is thought to be customer identification. It is known that customers who identify with the company act fort he benefit of the company. Accordingly, in this study, the effect of customer-company identification on customer voice behavior was examined. Considering the results of the research conducted with restaurant customers, customer-company identification positively affects customer voice behavior.

Keywords

• customer-company identification
• customer voice
• relationship marketing