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Öğe Breaking barriers: How race shapes service expectations across actors and contexts(Routledge Journals, Taylor & Francis Ltd, 2024) Elmadag, Ayse Banu; Okan, Mehmet; Yaoyuneyong, GallayaneeThis study investigates the impact of race on Customer Service Quality Expectations (SQE) using the Similarity-Attraction Perspective within the context of all interacting service actors, including customers, service providers, and other customers. A thorough literature review of racial effects in service environments is followed by a 2 (Service Actor Race: White vs. Black) x 2 (Service Actor Role: Service Provider vs. Other Customers) x 2 (Context: Experience vs. Credence) experimental study with Black and White customers. The study revealed that customer Perceptions of Service Actor Similarity (PSIM) mediate the influence of matching Customer Race and Service Actor Race on SQE. Results indicate: 1) that SQE is higher when customers are in the presence of other Service Actors perceived to be of their own race, and 2) that the effect varies by Service Actor Role and Service Type. This is an initial attempt to explore the impact of race on Experience and Credence services by adopting a Similarity-Attraction framework considering all participants in the service environment. The findings of this study hold important managerial implications, emphasizing that businesses should be mindful of the impact of race on SQE and consider fostering a diverse and inclusive service environment to enhance customer outcomes.Öğe Does Incivility Cost? Examining the Effects of Incivility in Service Settings(Springer Int Publishing Ag, 2016) Okan, Mehmet; Bas, A. Banu Elmadag; Sezgin, Selime[Abstract Not Available]Öğe How consumers' economic and psychological vulnerabilities impact their consumption regulation during crisis(Wiley, 2024) Karaosmanoglu, Elif; Okan, Mehmet; Isiksal, Didem Gamze; Altinigne, Nesenur; Demir, Ozge; Idemen, ElifThis paper focuses on the economic and psychological vulnerabilities that are intensified due to the effects of the COVID-19 pandemic on individuals' health, education and living standards. The deteriorating mental and financial conditions of individuals, called psychological and economic vulnerability, have made an impact on consumers' consumption patterns and habits. This study has proposed that when consumer vulnerabilities increase, consumers will be more likely to express prosocial behaviours and assume higher social capital change that may influence their consumption regulations. The findings are based on a panel survey of 786 individuals via CATI in two waves of data collection in Turkiye (Wave I: 20 July-10 August 2020; Wave II: 20 November-10 December 2020). In Wave I, it is found that when individuals face economic and psychological vulnerability, their tendency to show prosocial behaviour is negatively affected. In Wave II, when the COVID-19 cases peaked, while economic vulnerability still leads to lower prosocial behaviour, psychological vulnerability gets reversed and results in higher prosocial behaviour. Interestingly, in both waves, when consumers perceive positive social capital change due to increased prosocial behaviour, they are less likely to show consumption regulation.Öğe May robots be held responsible for service failure and recovery? The role of robot service provider agents' human-likeness(Elsevier Sci Ltd, 2023) Arikan, Esra; Altinigne, Nesenur; Kuzgun, Ebru; Okan, MehmetThis research investigates how consumers attribute service failure and recovery responsibilities and respond to them differently based on the service provider agent type (human, humanoid, and non-humanoid robot). Two experiments show that, first, consumers attribute more service failure responsibility to the firm when the agent is less human-like. Second, they attribute more recovery responsibility to the agent and less to the firm when those agents are human, rather than robots. Third, failure (recovery) attribution to the firm reduces (enhances) consumer forgiveness and satisfaction. This study identifies the impact of human-likeness and humanness on responsibility attribution processes in interaction with robotic and human agents.Öğe The Nature of Schadenfreude in Consumption Contexts: A Systematic Literature Review(2023) Okan, Mehmet; Altıniğne, Neşenur; Işıksal, Didem GamzeThis study aims to present a holistic perspective on schadenfreude in the context of consumption and to provide a framework that theoretically explains the social-psychological mechanisms behind consumers' schadenfreude. For this purpose, a systematic literature review integrating studies on schadenfreude in the context of consumption has been conducted in our current study. A systematic literature review that integrates studies on schadenfreude in consumption contexts is employed. Drawing on appraisal theory and social comparison framework, a general overarching framework explaining the market and consumption-related mechanisms that elicit schadenfreude and its consumer and brand-related outcomes is suggested. We argue that the elicitation of consumer schadenfreude is dependent on the appraisal of social comparisons. In this framework, the roles of the market and consumption-related factors behind the schadenfreude elicitation, uncovering the general appraisal structure behind this emotion are explained. By doing this, implications for the firms on how to manage this emotion in the marketplace and the potential consequences of schadenfreude emotion on different types of brand-related outcomes are provided.
