THE MODERATOR ROLE OF CONFLICT AVOIDANCE IN THE IMPACT OF ETHICAL ASSESSMENT ON CUSTOMER OPPORTUNISTIC COMPLAINT BEHAVIOR: A RESEARCH IN KIRIKKALE PROVINCE

Abstract

Author(s): ?brahim BOZACI *

Although customer complaints are often regarded as opportunities in the marketing field, it has recently been discovered that complaints may not be of good intentions and may be brought in to exploit business or administrative arrangements to gain extra benefit. Investigating the causes of opportunistic customer complaints that reduce productivity and negatively affect the performance of enterprises is thought to be beneficial for businesses and for understanding the dynamics of consumer behavior. Ethical evaluation about opportunistic complaints and the level of customer conflict avoidance are important variables in understanding the opportunistic complaint behavior. The aim of this study is to understand the effects of ethical evaluation and conflict avoidance variables in opportunistic customer complaint behavior and moderating role of conflict avoidance on the effect of ethical evaluation on opportunistic complaint behavior. Within the scope of the research, after the literature review on the subject, hypotheses are developed for the effect of ethical evaluations and conflict avoidance on opportunistic customer complaint behavior and moderating role of conflict avoidance. Then, primary data are collected from 325 consumers in K?r?kkale province and analyzed. According to the results of the research, it was supported that ethical evaluations about opportunistic complaint behavior and conflict avoidance affect opportunistic complaint behavior. Moreover, conflict avoidance does not plays a moderating role in the effect of ethical evaluation on opportunistic complaints. Another finding of the study is that ethical evaluations about opportunistic complaint is positive and common among customers

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