Tüketicilerin Affetme Davranışı ve Kişisel Yeniliğin Hizmet Çıktısı Olarak Değiştirme Niyetine Etkisi: Online Yemek Satış Siteleri Üzerine Bir Uygulama
The Effect of Consumers' Forgiveness Behavior and Individual Innovation on Intention to Change as a Service Output: An Application on Online Food Sales Websites

Summary/Abstract: This study aims to investigate the effect of emotional and decisional forgiveness and Individual Innovation on service providers' change intention to switch as a response to service failure. The quantitative method is used in the study. Data were collected from 339 participants via an online survey. SPSS 23 package program was used in the analysis of demographic data. Hypotheses are tested with Smart-PLS package programs. As a result of the study, it is concluded that decisional forgiveness and individual innovation had a positive effect on consumers' intention to change service output. It is also concluded that the emotional forgiveness behavior did not positively affect the consumers' intention to change service output. The study contributes to the interpretation of service failure events, consumers' individual innovation, and understanding of the role of consumer forgiveness behavior. The findings will provide implications for practitioners to develop appropriate strategies to provide customer loyalty against increasing competition.

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