Research Article
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The Effect Of Webcare Quality On Corporate Reputation And Repurchase Intentions: A Study In The Information And Communication Technologies Sector

Year 2024, Volume: 13 Issue: 2, 100 - 114, 26.12.2024

Yonca Bakır , Erkan Nur , Baran Arslan

Abstract

The purpose of this study is to comprehensively examine the effects of webcare quality on corporate reputation and repurchase intention. The purpose of this study is to comprehensively examine the effects of webcare quality on corporate reputation and repurchase intention. The questionnaire prepared in this direction was applied to 543 consumers living in Şanlıurfa province and obtaining products or services from the Information and Communication Technologies sector between 01.02.2023 and 01.10.2023 by face-to-face and online methods on a voluntary basis. Two hypotheses were developed within the scope of the research and these hypotheses were tested with two-factor simple regression structural equation model analysis. The results of the analysis revealed that webcare quality has a positive and statistically significant effect on both corporate reputation and repurchase intention. These findings support the important role of webcare quality on consumer perceptions and behaviors and the results are expected to make valuable contributions to the literature. Accordingly, it can be stated that when webcare quality is high, consumers are significantly more likely to develop more positive perceptions of business reputation, build brand loyalty, increase customer satisfaction and re-prefer the business.

Keywords

Webcare Quality Corporate Reputation Repurchase Intention.

References

  • Akgül, A., & Çevik, O. (2003). İstatistiksel analiz teknikleri. Emek Ofset.
  • Alnıaçık, E., Alnıaçık, Ü., & Genç, N. (2010). Kurumsal itibar bileşenlerinin algılanan önemi demografik özelliklerden etkilenmekte midir? Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(23), 93-114.
  • Alnıaçık, Ü. (2011). Kurumsal itibarı oluşturan farklı bileşenlerin müşteri bağlılığı üzerindeki etkileri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 4(7), 65-96.
  • Argenti, P. A., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate reputation review, 6(4), 368-374.
  • Awang, Z. (2012). A handbook on SEM (Structural Equation Modeling) using AMOS graphic. UiTM Press.
  • Axjonow, A., Ernstberger, J., & Pott, C. (2018). The impact of corporate social responsibility disclosure on corporate reputation: A non-professional stakeholder perspective. Journal of Business Ethics, 151, 429-450.
  • Bhandari, M., & Rodgers, S. (2020). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. In Electronic Word of Mouth as a Promotional Technique, 125-141.
  • Bronner, F., & De Hoog, R. (2014). Social media and consumer choice. International Journal of Market Research, 56(1), 51-71.
  • Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models, 136-162, Sage.
  • Byrne, B. M. (2011). Structural equation modeling with AMOS: Basic concepts, applications, and programming (Multivariate Applications Series). Routledge.
  • Carmeli, A., & Tishler, A. (2005). Perceived organizational reputation and organizational performance: An empirical investigation of industrial enterprises. Corporate Reputation Review, 8(1), 13-30.
  • Chaudhuri, A. (2002). How brand reputation affects the advertising-brand equity link. Journal of Advertising Research, 42(3), 33-43.
  • Chen, Y. Y., & Wu, I. J. (2021). Understanding the role of webcare in the online buying service recovery context. Enterprise Information Systems, 1-25.
  • Dick, A., & Basu, K. (1994). Customer loyalty: An integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Foroudi, P., Hafeez, K., & Foroudi, M. M. (2017). Evaluating the impact of corporate logos towards corporate reputation: A case of Persia and Mexico. Qualitative Market Research: An International Journal, 20(2), 158-180.
  • Ghosh, T. (2017). Managing negative reviews: the persuasive role of webcare characteristics. Journal of Internet Commerce, 16(2), 148-173.
  • Ghosh, T., & Mandal, S. (2020). Webcare quality: Conceptualisation, scale development, and validation. Journal of Marketing Management, 36(15-16), 1556-1590.
  • Ghosh, T., & Raju, A. G. (2018). Gulping the poison: How webcare attributes reduce damages to brands caused by negative reviews. Journal of Internet Commerce, 17(3), 216-254.
  • Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1), 24-30.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7. baskı). Pearson.
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
  • Hikmah, H., Adi, P. H., Supramono, S., & Damayanti, T. W. (2021). The nexus between attitude, social norms, intention to comply, financial performance, mental accounting and tax compliance behavior. Asian Economic and Financial Review, 11(12), 938-949.
  • Huibers, J., & Verhoeven, J. (2014). Webcare als online reputatiemanagement: Het gebruik van webcarestrategieën en conversational human voice in Nederland, en de effecten hiervan op de corporate reputatie. Tijdschrift Voor Communicatiewetenschap, 42(2), 165-189.
  • Jacobs, S., & Liebrecht, C. (2023). Responding to online complaints in webcare by public organizations: The impact on continuance intention and reputation. Journal of Communication Management, 27(1), 1-20.
  • Jeesha, K., & Purani, K. (2021). Webcare as a signal: Exhaustive-selective webcare strategy and brand evaluation. European Journal of Marketing, 55(7), 1930-1953.
  • Jiang, P., & Rosenbloom, B. (2005). Customer intention to return online: Price perception, attribute-level performance and satisfaction unfolding over time. European Journal of Marketing, 39(1), 150-174.
  • Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri (5. baskı). Asil Yayınları.
  • Kılıç, H. A. (2018). Kuşaklara göre tüketicilerin satın alma karar stillerinin tekrar satın alma niyeti üzerindeki etkileri: Giyim sektöründe bir araştırma [Doktora tezi, Uludağ Üniversitesi]. Uludağ Üniversitesi Sosyal Bilimler Enstitüsü.
  • Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., & Kim, J. (2012). Factors influencing internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374-387.
  • Kuşat, G. (2022). Dijital pazarlama yaklaşımı açısından webcare kalitesinin olumlu ağızdan ağıza pazarlama niyeti üzerindeki rolü ve bir araştırma [Yüksek lisans tezi, Marmara Üniversitesi]. Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
  • Le, L. H., & Ha, Q. A. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computers in Human Behavior, 124, 106912.
  • Ma, L., Sun, B., & Kekre, S. (2015). The squeaky wheel gets the grease—An empirical analysis of customer voice and firm intervention on Twitter. Marketing Science, 34(5), 627-645.
  • Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: A framework and empirical investigation. Journal of Operations Management, 18(4), 387-400.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3. baskı). McGraw Hill.
  • Öztürk, S. (2015). İnternetten alışverişe yönelik güven ve bağlılığın kişisel etkenler ile çok kanallı-tek kanallı perakendecilik modelleri açısından incelenmesi [Doktora tezi, İstanbul Üniversitesi]. İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
  • Putri, N. S. (2022). The effect of webcare strength and webcare timeliness on repurchase intention and customer forgiveness as mediating variable (Study of Sociolla) [Doktora tezi, Universitas Jenderal Soedirman]. Universitas Jenderal Soedirman.
  • Saçan, N., & Özdemir, S. (2023). Webcare kalitesinin satın alma davranışına etkisi: Çanakkale ilinde bir araştırma. International Journal of Social and Humanities Sciences Research (JSHSR), 10(102), 3622-3629.
  • Schamari, J., & Schaefers, T. (2015). Leaving the home turf: How brands can use webcare on consumer-generated platforms to increase positive consumer engagement. Journal of Interactive Marketing, 30(1), 20-33.
  • Sreejesh, S., & Anusree, M. R. (2016). The impacts of customers’ observed severity and agreement on hotel booking intentions: moderating role of webcare and mediating role of trust in negative online reviews. Tourism Review. 71(2), 77-89.
  • Steiger, J. H. (1990). Structural model evaluation and modification: An interval estimation approach. Multivariate Behavioral Research, 25(2), 173-180.
  • Şahin, S. (2018). Konaklama işletmelerinde ilişkisel pazarlama uygulamaları ile müşteri şikâyet davranışı ve tekrar satın alma niyeti arasındaki ilişkinin belirlenmesi: Turizm akademisyenleri tarafından bir değerlendirme [Doktora tezi, Atatürk Üniversitesi]. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Tabachnick, B. G., & Fidell, L. S. (2015). Using multivariate statistics (6. baskı, M. Baloğlu, Çev.). Ankara: Nobel Akademik Yayıncılık.
  • Tho, N. X., Lai, M. T., & Yan, H. (2017). The effect of perceived risk on repurchase intention and word-of-mouth in the mobile telecommunication market: A case study from Vietnam. International Business Research, 10(3), 8-19.
  • Uzunoğlu, E., & Öksüz, B. (2008). Kurumsal itibar riski yönetimi: Halkla ilişkilerin rolü. Selçuk İletişim, 5(3), 111-123. Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), 131-140.
  • Williams, R. J., Schnake, M. E., & Fredenberger, W. (2005). The impact of corporate strategy on a firm’s reputation. Corporate Reputation Review, 8, 187-197.
  • Yan, W. S., & Yu, C. H. (2013). Factors influencing repurchase intention on deal of the day group buying website. Baptist University.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. International Journal of Social Sciences and Education Research, 4(2), 74-85.
  • Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS uygulamalı bilimsel araştırma yöntemleri. Detay Yayıncılık.
  • Zhao, Y., Wen, L., Feng, X., Li, R., & Lin, X. (2020). How managerial responses to online reviews affect customer satisfaction: An empirical study based on additional reviews. Journal of Retailing and Consumer Services, 57, 1-11.
  • Zyglidopoulos, S. C. (2005). The impact of downsizing on corporate reputation. British Journal of Management, 16(3), 253-259.

Webcare Kalitesinin Kurumsal İtibar Ve Tekrar Satın Alma Niyetine Etkisi: Bilgi Ve İletişim Teknolojileri Sektöründe Bir Araştırma

Year 2024, Volume: 13 Issue: 2, 100 - 114, 26.12.2024

Yonca Bakır , Erkan Nur , Baran Arslan

Abstract

Bu çalışmanın amacı, webcare kalitesinin kurumsal itibar ve tekrar satın alma niyeti üzerindeki etkilerini kapsamlı bir şekilde incelemektir. Bu doğrultuda hazırlanan anket, Şanlıurfa il sınırlarında yaşayan ve Bilgi ve İletişim Teknolojileri sektöründen ürün veya hizmet temin eden 543 tüketiciye gönüllülük esasına dayalı olarak uygulanmıştır. Araştırma soruları çerçevesinde iki hipotez geliştirilmiş olup, bu hipotezler, iki faktörlü basit regresyon YEM analizi kullanılarak test edilmiştir. Analiz sonuçları, webcare kalitesinin hem kurumsal itibar hem de tekrar satın alma niyeti üzerinde pozitif ve istatistiksel olarak anlamlı bir etkiye sahip olduğunu ortaya koymuştur. Bu bulgular, webcare kalitesinin tüketici algısı ve davranışları üzerindeki belirgin rolünü desteklemekte olup, sonuçların literatüre katkı sağlayacağı ön görülmektedir. Bu bağlamda, webcare kalitesinin yüksek olduğu durumlarda, tüketicilerin işletmenin itibarı konusunda daha olumlu algılar geliştirebileceği ve dolayısıyla bu işletmeyi yeniden tercih etme olasılıklarının artabileceği söylenebilir.

Keywords

Webcare Kalitesi Kurumsal İtibar Tekrar Satın Alma Niyeti.

References

  • Akgül, A., & Çevik, O. (2003). İstatistiksel analiz teknikleri. Emek Ofset.
  • Alnıaçık, E., Alnıaçık, Ü., & Genç, N. (2010). Kurumsal itibar bileşenlerinin algılanan önemi demografik özelliklerden etkilenmekte midir? Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(23), 93-114.
  • Alnıaçık, Ü. (2011). Kurumsal itibarı oluşturan farklı bileşenlerin müşteri bağlılığı üzerindeki etkileri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 4(7), 65-96.
  • Argenti, P. A., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate reputation review, 6(4), 368-374.
  • Awang, Z. (2012). A handbook on SEM (Structural Equation Modeling) using AMOS graphic. UiTM Press.
  • Axjonow, A., Ernstberger, J., & Pott, C. (2018). The impact of corporate social responsibility disclosure on corporate reputation: A non-professional stakeholder perspective. Journal of Business Ethics, 151, 429-450.
  • Bhandari, M., & Rodgers, S. (2020). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. In Electronic Word of Mouth as a Promotional Technique, 125-141.
  • Bronner, F., & De Hoog, R. (2014). Social media and consumer choice. International Journal of Market Research, 56(1), 51-71.
  • Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models, 136-162, Sage.
  • Byrne, B. M. (2011). Structural equation modeling with AMOS: Basic concepts, applications, and programming (Multivariate Applications Series). Routledge.
  • Carmeli, A., & Tishler, A. (2005). Perceived organizational reputation and organizational performance: An empirical investigation of industrial enterprises. Corporate Reputation Review, 8(1), 13-30.
  • Chaudhuri, A. (2002). How brand reputation affects the advertising-brand equity link. Journal of Advertising Research, 42(3), 33-43.
  • Chen, Y. Y., & Wu, I. J. (2021). Understanding the role of webcare in the online buying service recovery context. Enterprise Information Systems, 1-25.
  • Dick, A., & Basu, K. (1994). Customer loyalty: An integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Foroudi, P., Hafeez, K., & Foroudi, M. M. (2017). Evaluating the impact of corporate logos towards corporate reputation: A case of Persia and Mexico. Qualitative Market Research: An International Journal, 20(2), 158-180.
  • Ghosh, T. (2017). Managing negative reviews: the persuasive role of webcare characteristics. Journal of Internet Commerce, 16(2), 148-173.
  • Ghosh, T., & Mandal, S. (2020). Webcare quality: Conceptualisation, scale development, and validation. Journal of Marketing Management, 36(15-16), 1556-1590.
  • Ghosh, T., & Raju, A. G. (2018). Gulping the poison: How webcare attributes reduce damages to brands caused by negative reviews. Journal of Internet Commerce, 17(3), 216-254.
  • Gotsi, M., & Wilson, A. M. (2001). Corporate reputation: Seeking a definition. Corporate Communications: An International Journal, 6(1), 24-30.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7. baskı). Pearson.
  • Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
  • Hikmah, H., Adi, P. H., Supramono, S., & Damayanti, T. W. (2021). The nexus between attitude, social norms, intention to comply, financial performance, mental accounting and tax compliance behavior. Asian Economic and Financial Review, 11(12), 938-949.
  • Huibers, J., & Verhoeven, J. (2014). Webcare als online reputatiemanagement: Het gebruik van webcarestrategieën en conversational human voice in Nederland, en de effecten hiervan op de corporate reputatie. Tijdschrift Voor Communicatiewetenschap, 42(2), 165-189.
  • Jacobs, S., & Liebrecht, C. (2023). Responding to online complaints in webcare by public organizations: The impact on continuance intention and reputation. Journal of Communication Management, 27(1), 1-20.
  • Jeesha, K., & Purani, K. (2021). Webcare as a signal: Exhaustive-selective webcare strategy and brand evaluation. European Journal of Marketing, 55(7), 1930-1953.
  • Jiang, P., & Rosenbloom, B. (2005). Customer intention to return online: Price perception, attribute-level performance and satisfaction unfolding over time. European Journal of Marketing, 39(1), 150-174.
  • Kalaycı, Ş. (2010). SPSS uygulamalı çok değişkenli istatistik teknikleri (5. baskı). Asil Yayınları.
  • Kılıç, H. A. (2018). Kuşaklara göre tüketicilerin satın alma karar stillerinin tekrar satın alma niyeti üzerindeki etkileri: Giyim sektöründe bir araştırma [Doktora tezi, Uludağ Üniversitesi]. Uludağ Üniversitesi Sosyal Bilimler Enstitüsü.
  • Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., & Kim, J. (2012). Factors influencing internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374-387.
  • Kuşat, G. (2022). Dijital pazarlama yaklaşımı açısından webcare kalitesinin olumlu ağızdan ağıza pazarlama niyeti üzerindeki rolü ve bir araştırma [Yüksek lisans tezi, Marmara Üniversitesi]. Marmara Üniversitesi Sosyal Bilimler Enstitüsü.
  • Le, L. H., & Ha, Q. A. (2021). Effects of negative reviews and managerial responses on consumer attitude and subsequent purchase behavior: An experimental design. Computers in Human Behavior, 124, 106912.
  • Ma, L., Sun, B., & Kekre, S. (2015). The squeaky wheel gets the grease—An empirical analysis of customer voice and firm intervention on Twitter. Marketing Science, 34(5), 627-645.
  • Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: A framework and empirical investigation. Journal of Operations Management, 18(4), 387-400.
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3. baskı). McGraw Hill.
  • Öztürk, S. (2015). İnternetten alışverişe yönelik güven ve bağlılığın kişisel etkenler ile çok kanallı-tek kanallı perakendecilik modelleri açısından incelenmesi [Doktora tezi, İstanbul Üniversitesi]. İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
  • Putri, N. S. (2022). The effect of webcare strength and webcare timeliness on repurchase intention and customer forgiveness as mediating variable (Study of Sociolla) [Doktora tezi, Universitas Jenderal Soedirman]. Universitas Jenderal Soedirman.
  • Saçan, N., & Özdemir, S. (2023). Webcare kalitesinin satın alma davranışına etkisi: Çanakkale ilinde bir araştırma. International Journal of Social and Humanities Sciences Research (JSHSR), 10(102), 3622-3629.
  • Schamari, J., & Schaefers, T. (2015). Leaving the home turf: How brands can use webcare on consumer-generated platforms to increase positive consumer engagement. Journal of Interactive Marketing, 30(1), 20-33.
  • Sreejesh, S., & Anusree, M. R. (2016). The impacts of customers’ observed severity and agreement on hotel booking intentions: moderating role of webcare and mediating role of trust in negative online reviews. Tourism Review. 71(2), 77-89.
  • Steiger, J. H. (1990). Structural model evaluation and modification: An interval estimation approach. Multivariate Behavioral Research, 25(2), 173-180.
  • Şahin, S. (2018). Konaklama işletmelerinde ilişkisel pazarlama uygulamaları ile müşteri şikâyet davranışı ve tekrar satın alma niyeti arasındaki ilişkinin belirlenmesi: Turizm akademisyenleri tarafından bir değerlendirme [Doktora tezi, Atatürk Üniversitesi]. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü.
  • Tabachnick, B. G., & Fidell, L. S. (2015). Using multivariate statistics (6. baskı, M. Baloğlu, Çev.). Ankara: Nobel Akademik Yayıncılık.
  • Tho, N. X., Lai, M. T., & Yan, H. (2017). The effect of perceived risk on repurchase intention and word-of-mouth in the mobile telecommunication market: A case study from Vietnam. International Business Research, 10(3), 8-19.
  • Uzunoğlu, E., & Öksüz, B. (2008). Kurumsal itibar riski yönetimi: Halkla ilişkilerin rolü. Selçuk İletişim, 5(3), 111-123. Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), 131-140.
  • Williams, R. J., Schnake, M. E., & Fredenberger, W. (2005). The impact of corporate strategy on a firm’s reputation. Corporate Reputation Review, 8, 187-197.
  • Yan, W. S., & Yu, C. H. (2013). Factors influencing repurchase intention on deal of the day group buying website. Baptist University.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. International Journal of Social Sciences and Education Research, 4(2), 74-85.
  • Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS uygulamalı bilimsel araştırma yöntemleri. Detay Yayıncılık.
  • Zhao, Y., Wen, L., Feng, X., Li, R., & Lin, X. (2020). How managerial responses to online reviews affect customer satisfaction: An empirical study based on additional reviews. Journal of Retailing and Consumer Services, 57, 1-11.
  • Zyglidopoulos, S. C. (2005). The impact of downsizing on corporate reputation. British Journal of Management, 16(3), 253-259.
There are 50 citations in total.

Details

Primary Language Turkish
Subjects Public Relations Methods and Instruments
Journal Section Research Articles
Authors

Yonca Bakır 0000-0002-8498-2050

Erkan Nur 0000-0002-5131-4742

Baran Arslan 0000-0001-7582-749X

Publication Date December 26, 2024
Submission Date November 9, 2024
Acceptance Date December 20, 2024
Published in Issue Year 2024 Volume: 13 Issue: 2

Cite

APA Bakır, Y., Nur, E., & Arslan, B. (2024). Webcare Kalitesinin Kurumsal İtibar Ve Tekrar Satın Alma Niyetine Etkisi: Bilgi Ve İletişim Teknolojileri Sektöründe Bir Araştırma. Paradigma: İktisadi Ve İdari Araştırmalar Dergisi, 13(2), 100-114.
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