Управленец

2218-5003

2686-7923

10.29141/2218-5003-2023-14-6-2

QECPQJ

https://upravlenets.usue.ru/ru/-2023/1430

Влияние CC Fit на толерантность потребителей: роль гендерной дифференциации

Effect of customer-company fit on customer tolerance: The moderating role of gender difference

Керсе

Ягмур

Керсе

Ягмур

Kerse

Yağmur

yagmurtarhan@hotmail.com

Kafkas University (Kars, Turkey)Университет Кафкаса (г. Карс, Турция)

12012024

14619322703202324052023

CC BY-NC 4.0

Толерантность потребителей означает такое их поведение, при котором они проявляют терпимость к товарам и услугам, не соответствующим стандартам качества определенного производителя. Толерантность имеет особую значимость для сектора сферы услуг, где такого рода ошибки практически неизбежны. Статья направлена на изучение формирования феномена толерантности потребителей и роли CC Fit в данном процессе. При этом под CC Fit (customercompany fit) понимается совпадение личных ценностей потребителей с ценностями, пропагандируемыми компанией. В основе исследования лежит предположение о том, что клиенты будут более толерантны к тем компаниям, с которыми у них есть общие ценностные ориентиры. В статье устанавливается роль гендерных характеристик потребителей в процессе влияния СС Fit на толерантность. Методологическую основу работы составила теория конгруэнтности Ч. Осгуда и П. Танненбаума. Отбор респондентов осуществлен методом удобной выборки; в работе использовались методы корреляционного, регрессионного и факторного анализа. Тестирование гипотез проводилось с помощью инструмента SPSS Process Macro. Информационная база включает данные анкетирования 231 посетителя ресторанов Турции. Результаты анализа свидетельствуют о положительном влиянии СС Fit на формирование толерантности у потребителей. Подтверждена гипотеза о том, что при возникновении сбоев в обслуживании клиенты, имеющие с компанией общие ценности, будут проявлять большую терпимость. Согласно результатам исследования рост уровня толерантности, обусловленной общностью ценностей, зафиксирован у клиентов мужского пола.

Customer tolerance refers to the forbearing and understanding manner in which customers deal with service failures. In the service industry, where mistakes are inevitable, it is beneficial for businesses to have tolerant customers. For this reason, it is necessary to learn how tolerance occurs in customers. To that end, the article examines the effect of customer-company fit (CC Fit) on customer tolerance based on the idea that customers will be tolerant to businesses that are compatible with their values. We also examine the moderating role of gender in the effect of customer-company fit on tolerance. The relationship between the variables in the research is based on the congruity theory that suggests that customers are oriented towards fitseeking and, when perceiving congruence, they will exhibit positive attitudes and behaviours. In the study, which has a quantitative design, the data were obtained from 231 customers of restaurants in a province of Turkey, reached by convenience sampling method. The hypotheses were tested using the PROCESS macro for SPSS. The analysis results reveal that СС fit positively affects customer tolerance. Therefore, it can be inferred that when service failures are encountered, customers who perceive fit with the business can tolerate the failure. Another finding of the study is that gender has a moderating role in the effect of customercompany fit on customer tolerance. Accordingly, male customers in particular turned more to tolerance behaviour with the perception of fit.

потребительское поведение;ценности;толерантность потребителя;гендерная диффернециация;теория конгруэнтности;сектор услуг;Турция.

value congruence;customer tolerance;gender difference;congruity theory;service sector;consumer behaviour;Turkey.

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