Yıl: 2017 Cilt: 5 Sayı: 2 Sayfa Aralığı: 348 - 365 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022

İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ

Öz:
Bu çalışmanın amacı kuruluşların kriz öncesinde hedef kitleleriyle pozitif veya negatif ilişki sürdürmesinin farklı kriz iletişim stratejileri üzerine etkisinin araştırılmasıdır. Araştırma kapsamında kuruluş olarak Türkiye'deki motorlu araç markaları, paydaşlar olarak ise mevcut kullanıcıları seçilmiştir ve Coombs'un durumsal kriz iletişim teorileri yarı deneysel bir yöntemle 500 araç kullanıcısı üzerinde test edilmiştir. Sonuçlar ilişkisel memnuniyet ile kriz iletişim stratejileri arasında herhangi anlamlı bir etkileşim olmadığını ortaya koymuştur. Bu çalışmada, hangi kriz iletişim stratejisi kullanılırsa kullanılsın, kuruluş ile pozitif ilişkileri olan katılımcıların kuruluş ile negatif ilişkileri olan katılımcılara göre krizde kuruluşu daha az suçladığı sonucuna ulaşılmıştır. Ancak kuruluşa yönelik olumlu ve olumsuz ilişkisel memnuniyet duygusuna sahip olan katılımcıların sorumluluk atfı dereceleri arasındaki fark anlamlı değildi. Bu yüzden bu araştırma sonucundaki bulgular kriz iletişim stratejilerinden hiçbirinin paydaşlar açısından kuruluşların krizdeki sorumluluklarını azaltmadığını ortaya çıkarmıştır. Ayrıca araştırma bulguları krizin nedenine yönelik algılamalar sonucu oluşan tutumlar ve krizde sorumluluk alınması veya alınmaması durumunda verilecek tepkiler hakkında destekleyici davranışların kazanılmasına yönelik önemli sonuçlar vermiştir. Kriz iletişim stratejileri içerisinde "inkâr" stratejisi kuruluşun suçlanma derecesini yükseltmiş, "özür ve telafi" stratejisi ise kuruluşun suçlanma derecesini düşürmüştür. Diğer bir bulgu ise krizin kurum içi nedenlerden kaynaklandığını düşünenlerin kuruluşu daha fazla suçladığı bulgusudur
Anahtar Kelime:

Konular: İletişim

EFFECTS OF RELATIONAL SATISFACTION ON CRISIS COMMUNICATION STRATEGIES

Öz:
The aim of this study is to investigate the effect of organizations’ positive or negative relationship with their target groups before the crisis on different crisis communication strategies. In the context of the research, motor vehicle brands in Turkey were selected as the organization and users were selected as stakeholders and Coombs’ situational crisis communication theories have been tested on 500 vehicle users in a semi-experimental manner. The results show that there is no meaningful interaction between relational satisfaction and crisis communication strategies. In this study, which crisis communication strategy is used, participants who have a positive relationship with the organization are less likely to blame the organization in the crisis than participants who have a negative relationship with the organization. However, the difference between the responsibility degree of the participants with positive and negative relational satisfaction towards the organization was not significant. Thus, the findings of this research reveal that none of the crisis communication strategies have reduced the responsibilities of organizations in the crisis in terms of stakeholders. In addition, research findings have given significant results about perceptions resulting from attitudes towards the current crisis and supporting action on crisis response will be given if ignored or taken responsibility. Within the crisis communication strategies, the strategy of “denial” raised the degree of the accusation of the organization and the strategy of “apology and compensation” decreased the degree of accusation of the organization. Another finding is that, who think that the crisis is caused by internal causes are more blamed the organization
Anahtar Kelime:

Konular: İletişim
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA SEZER N, ÇELEBI E (2017). İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. , 348 - 365.
Chicago SEZER Nilüfer,ÇELEBI ENGIN İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. (2017): 348 - 365.
MLA SEZER Nilüfer,ÇELEBI ENGIN İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. , 2017, ss.348 - 365.
AMA SEZER N,ÇELEBI E İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. . 2017; 348 - 365.
Vancouver SEZER N,ÇELEBI E İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. . 2017; 348 - 365.
IEEE SEZER N,ÇELEBI E "İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ." , ss.348 - 365, 2017.
ISNAD SEZER, Nilüfer - ÇELEBI, ENGIN. "İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ". (2017), 348-365.
APA SEZER N, ÇELEBI E (2017). İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. Erciyes İletişim Dergisi, 5(2), 348 - 365.
Chicago SEZER Nilüfer,ÇELEBI ENGIN İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. Erciyes İletişim Dergisi 5, no.2 (2017): 348 - 365.
MLA SEZER Nilüfer,ÇELEBI ENGIN İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. Erciyes İletişim Dergisi, vol.5, no.2, 2017, ss.348 - 365.
AMA SEZER N,ÇELEBI E İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. Erciyes İletişim Dergisi. 2017; 5(2): 348 - 365.
Vancouver SEZER N,ÇELEBI E İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ. Erciyes İletişim Dergisi. 2017; 5(2): 348 - 365.
IEEE SEZER N,ÇELEBI E "İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ." Erciyes İletişim Dergisi, 5, ss.348 - 365, 2017.
ISNAD SEZER, Nilüfer - ÇELEBI, ENGIN. "İLİŞKİSEL MEMNUNİYETİN KRİZ İLETİŞİM STRATEJİLERİ ÜZERİNE ETKİSİ". Erciyes İletişim Dergisi 5/2 (2017), 348-365.