Consumer cynicism toward management's handling of uncertainties a study in the aviation sector

Abstract

Managing uncertainty, which is an inevitable reality in the working life of businesses, will inevitably benefit the success of the company. Looking at the sources of the concept of uncertainty in businesses; It is handled in four different categories as marked variability, predictable uncertainty, unpredictable uncertainty and chaos. The emergency and additional are necessary condition for a manager to be able to identify uncertainty and learn. When the consumer buys a brand, there may be inconsistency between the promises of the brand and the experiences obtained. The fact that the consumer, who has many negative feelings about the brand, has these thoughts is called consumer cynicism in the marketing process. It can convey the negative situation experienced by the consumer to other consumers through word of mouth or communication with digital marketing channels. With this study, it is tried to determine the effect of the cynicism thoughts of the consumer against a brand or product in the process of coping with the uncertainties of the management. Data were obtained from 410 participants by convenience sampling method. In the findings, the situation of the manager was effective in the process of the cynical thoughts of the consumers in the process of managing the uncertainties of the enterprise. Another striking issue is that demographically; men have a more cynical attitude. This can be easily resolved by the manager. Among other variables, besides education level, cynical behaviors are observed in some of the sub-variables of managerial uncertainty and age. © The Authors, published by EDP Sciences.