ELEKTRONİK OLUMSUZ AĞIZDAN AĞIZA İLETİŞİMİN MÜŞTERİ SADAKATİ ÜZERİNDEKİ ETKİSİNDE MÜŞTERİ ŞİKAYET YÖNETİMİNİN ARACI ROLÜ

The aim of this study is to investigate the mediating role of complaint management in the impact of electronic negative word-of-mouth on customer loyalty. To achieve this objective, data was collected from 390 individuals using an online survey method. The data analysis was conducted using the SPSS software package, performing reliability analysis, exploratory factor analysis, descriptive analyses, correlation, and mediation analysis. The results of the analyses indicated that electronic negative word-of-mouth has an impact on complaint management and customer loyalty, that complaint management affects customer loyalty, and that complaint management has a mediating role in the effect of electronic negative word-of-mouth on customer loyalty.