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Halkla İlişkiler Algısının Affetme ve İntikam Davranışı Üzerindeki Etkisi

Year 2025, Volume: 12 Issue: 1, 289 - 307, 21.04.2025

Aybike Tuba Özden

https://doi.org/10.17336/igusbd.1470830

Abstract

Amaç: Kurumsal itibar olarak da adlandırılan halkla ilişkiler algısı, işletmelerin tüm paydaşlarında yarattığı kolektif algıdır. Yüksek değerde oluşturulmuş halkla ilişkiler algısı sayesinde işletmeler, rakiplerine karşı stratejik bir güç kazanmaktadırlar. Ancak her işletmenin hata yapabilme ve paydaşlarında olumsuz izlenim yaratma ihtimali vardır. Olumsuz halkla ilişkiler algısı, affetmeyi zorlaştırabilir ve intikam almaya sebep olabilir. Bu çalışma, halkla ilişkiler algısının tüketicilerin affetme ve intikam davranışları üzerindeki etkisini incelemektedir.
Yöntem: Anket yöntemini kullanan bu araştırmanın örneklemi, TCDD işletmelerinin sağladığı hizmetleri kullanan 18 yaş ve üzeri tüketicilerden oluşmaktadır. Kolayda örnekleme ile 746 tüketiciye ulaşılmıştır. Aracı modelin test edilmesinde yol analizi ve hesaplama yöntemi olarak Maximum Likelihood (ML) kullanılmıştır.
Bulgular: Halkla ilişkiler algısı; affetme davranışını pozitif, intikam davranışını negatif yönde etkilemektedir. Halkla ilişkiler algısı, affetme davranışı aracılığıyla intikam davranışını dolaylı olarak etkilemektedir.
Sonuç: İşletmeler, olası bir hata sonucunda tüketicilerin kendilerini affetmelerini sağlamak veya kendilerinden intikam almalarını engellemek için halkla ilişkiler algılarını daima olumlu yönde etkileyecek stratejiler geliştirmelidirler. Bu çalışma, halkla ilişkiler algısının tüketici davranışı açısından önemini ortaya koyarak, yapılan sınırlı sayıda araştırmaya katkıda bulunmaktadır.

Keywords

Halkla İlişkiler Algı Kurumsal İtibar Affetme Davranışı İntikam Davranışı

References

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The Effect of Public Relations Perception on Forgiveness and Revenge Behavior

Year 2025, Volume: 12 Issue: 1, 289 - 307, 21.04.2025

Aybike Tuba Özden

https://doi.org/10.17336/igusbd.1470830

Abstract

Aim: Public relations perception, also called corporate reputation, is the collective perception of stakeholders about a business. Thanks to the perception of high-value public relations, businesses gain strategic power over their competitors. However, every business has the possibility of making mistakes and creating a negative impression on its stakeholders. Negative public relations perception can make it difficult to forgive and lead to revenge. This study examines the effect of public relations perception on consumers' forgiveness and revenge behaviors.
Method: The sample for this research, which employed the survey method, consists of consumers aged 18 and older who have used services provided by TCDD businesses. 746 consumers were reached through convenience sampling. Path analysis was performed to test the mediating model and Maximum Likelihood (ML) was used as the calculation method.
Results: Public relations perception affects forgiveness behavior positively and revenge behavior negatively. Public relations perception indirectly affects revenge behavior through forgiveness behavior.
Conclusion: Businesses should develop strategies that will always improve their public relations perception in a positive way to ensure that consumers forgive them or prevent them from taking revenge on them because of a possible mistake. This study contributes to the limited number of studies by revealing the importance of public relations perception in terms of consumer behavior.

Keywords

Public Relations Perception Corporate Reputation Forgiveness Behavior Revenge Behavior

References

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  • CARMELI, A., & TISHLER, A. (2005). Perceived organizational reputation and organizational performance: an empirical investigation of industrial enterprises. Corporate Reputation Review, 8, 13‐30. https://doi.org/10.1057/palgrave.crr.1540236
  • CARUANA, A., & EWİNG, M. T. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63(9-10), 1103-1110. https://doi.org/10.1016/j.jbusres.2009.04.030
  • CHUN, R., (2005). Corporate Reputation: Meaning and Measurement. International Journal of Management Reviews, 7(2): 91-109. https://doi.org/10.4324/9780203218112
  • COOMBS, W. T. (2007). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10, 163-176. https://doi.org/10.1057/palgrave.crr.1550049
  • COOMBS, W. T., & HOLLADAY, S. J. (2002). Helping crisis managers protect reputational assets: initial tests of the situational crisis communication theory. Management Communication Quarterly, 16(2), 165‐186. https://doi.org/10.1177/089331802237233
  • COOMBS, W. T., & SCHMIDT, L. (2000). An empirical analysis of image restoration: Texaco's racism crisis. Journal of Public Relations Research, 12, 163‐178. https://doi.org/10.1207/S1532754XJPRR1202_2
  • DAVIS, D. E., HO, M. Y., GRIFFIN, B. J., BELL, C., HOOK, J. N., VAN TONGEREN, D. R., DEBLAERE, C., WORTHINGTON, E. L., JR., & WESTBROOK, C. J. (2015). Forgiving the self and physical and mental health correlates: A meta-analytic review. Journal of Counseling Psychology, 62(2), 329–335. https://doi.org/10.1037/cou0000063
  • DUTTON, J. E., DUKERICH, J. M., & HARQUAIL, C. V. (1994). Organization images and member identification. Administrative Science Quarterly, 39, 239-263. https://doi.org/10.2307/2393235
  • ENRIGHT, R. D., & COYLE, C. T. (1998). Researching the process model of forgiveness within psychological interventions. İçinde E. L. Worthington Jr. (Ed.), Dimensions of forgiveness: Psychological research & theological perspectives (ss. 139–161). Philadelphia, PA: Templeton Foundation Press.
  • EXLINE, J. J., WORTHİNGTON, E. L., JR., HİLL, P., & MCCULLOUGH, M. E. (2003). Forgiveness and justice: A research agenda for social and personality psychology. Personality and Social Psychology Review, 7(4), 337–348. https://doi.org/10.1207/S15327957PSPR0704_06
  • FETSCHERIN, M., & SAMPEDRO, A. (2019). Brand forgiveness. Journal of Product & Brand Management, 28(5), 633-652. https://doi.org/10.1108/JPBM-04-2018-1845
  • FOMBRUN, C. J. (1996). Reputation: Realizing value from the corporate image, Boston, Massachusetts: Harvard Business School Press.
  • FOMBRUN, C. J., & VAN RIEL, C. (1997). The reputational landscape. Corporate Reputation Review, 1, 5-13. https://doi.org/10.1057/palgrave.crr.1540008
  • FOMBRUN, C. J., GARDBERG, N. A., & SEVER, J. M. (2000). The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241–255. İstanbul. https://doi.org/10.1057/bm.2000.10
  • FUOLI, M., VAN DE WEIJER, J., & PARADIS, C. (2017). Denial outperforms apology in repairing organizational trust despite strong evidence of guilt. Public Relations Review, 43(4), 645-660. https://doi.org/10.1016/j.pubrev.2017.07.007
  • GIBSON, D., GONZALES, J. L., & CASTANON, J. (2006). The importance of reputation and the role of public Relations. Public Relations Quarterly, 51, 15‐18.
  • GRÉGOİRE, Y., & FISHER, R. J. (2008). Customer betrayal and retaliation: When your best customers become your worst enemies. Journal of the Academy of Marketing Science, 36, 247–261. https://doi.org/10.1007/s11747-007-0054-0
  • GRÉGOİRE, Y., TRİPP, T. M., & LEGOUX, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18–32. https://doi.org/10.1509/jmkg.73.6.18
  • GÜMÜŞ, M., & ÖKSÜZ, B. (2009). Turizm işletmelerinde kurumsal itibar yönetimi. Ankara: Nobel Yayınları.
  • HARRISON-WALKER, L. J. (2019). The critical role of customer forgiveness in successful service recovery. Journal of Business Research, 95, 376-391. https://doi.org/10.1016/j.jbusres.2018.07.049
  • HASSEY, R. V. (2019). How brand personality and failure-type shape consumer forgiveness. Journal of Product & Brand Management, 28(2), 300-315. https://doi.org/10.1108/JPBM-09-2017-1563
  • HELM, S. (2007). The role of corporate reputation in determining İnvestor satisfaction and loyalty. Corporate Reputation Review, 10(1), 22-37. https://doi.org/10.1057/palgrave.crr.1550036
  • HETZE, K. (2016). Effects on the (Coporate Social Responsibility) reputation: Coporate Social Responsibility reporting discussed in the light of signalling and stakeholder perception theories. Corporate Reputation Review, 19(3), 281-296. https://doi.org/10.1057/s41299-016-0002-3
  • HIRSCHMAN, A. O. (1970). Exit, voice, and loyalty: Responses to decline in firms, organizations, and states. Cambridge, MA: Harvard University Press.
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Details

Primary Language Turkish
Subjects Public Relations
Journal Section Articles
Authors

Aybike Tuba Özden 0000-0002-3133-3620

Early Pub Date April 10, 2025
Publication Date April 21, 2025
Submission Date April 20, 2024
Acceptance Date August 9, 2024
Published in Issue Year 2025 Volume: 12 Issue: 1

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APA Özden, A. T. (2025). Halkla İlişkiler Algısının Affetme ve İntikam Davranışı Üzerindeki Etkisi. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 12(1), 289-307. https://doi.org/10.17336/igusbd.1470830
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