Müşteri Kayıplarını Önlemede En Etkin Telafi Stratejilerinin Belirlenmesine Yönelik Bir Bankacılık Araştırması

Year 2017, Volume: 1 Issue: 1, 1 - 17, 30.09.2017

Berrin Arzu Eren , Nezihe Figen Ersoy

Abstract

Hizmet sektöründe hatasız sistemler
kurulması amaçlansa da, müşteriler kaçınılmaz şekilde hata ile
karşılaşmaktadırlar. Hataların bir kısmı engellenemediğinden ötürü, yarattığı
olumsuz etkilerin bertaraf edilmesi ancak yoğun çabalarla mümkün olmaktadır. Bu
noktada hatanın müşteri algısında yarattığı olumsuz etkinin azaltılması ya da
yok edilebilmesi, hatanın telafi edilmesini gerekli kılmaktadır. Günümüzün
rekabetçi piyasa koşulları içinde bu hususlar göz ardı edilip, hizmet
hatalarıyla karşılaşan müşterilere uygun hizmet telafi girişimleri
uygulanmadığında müşteri kayıpları ile karşılaşılmaktadır. Bankacılık
sektöründe karşılaşılan hatalara yönelik uygulanabilecek telafi stratejilerinin
belirlenmesi ve hangi telafi stratejilerinin müşteri kayıplarını engellediğinin
ortaya konulması bu çalışmanın amacını oluşturmaktadır. Bu amaç doğrultusunda
Türkiye’ de bulunan kamu-özel ayrımı yapmaksızın bankalardan hizmet alan ve
hataya maruz kalmış toplam 395 banka müşterisinden anket tekniği ile veri
toplanmştır. Ankete ilişkin verilere lojistik regresyon analizi uygulanmıştır. Analiz
sonucunda hatanın ardından uygulanan doğru telafi seçenekleri sayesinde,
müşterilerin hataya rağmen banka ile çalışmaya devam edeceği sonucuna
ulaşılmıştır. Bu doğrultuda bankaların hatanın ardından şikâyetini ve
rahatsızlığını dile getiren müşteriyi ilgili şekilde dinlemesi ve yanlış olan
işlem ne ise doğru şekilde yapılmasını sağlaması müşteri kayıplarının önüne
geçilmesine yardımcı olacaktır.

Keywords

Hizmet telafi stratejileri, Müşteri kaybı

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