Effect of Customer Complaint Management on Customer Value and Behaviour: A Banking Sector Version

Yıl 2020, Cilt: 3 Sayı: 1, 29 - 61, 25.04.2020

Ali Kul , Ayşe Akyol

Öz

Customer complaint management is businesses’ responses
to problems conveyed to them by customers. Its aim is to prevent customers from
switching to competitors, increase satisfaction and image, facilitate
cross-selling, and provide positive mouth-to-mouth communication. In addition,
it has other purposes like identifying product weaknesses, finding customer and
market trends, improving quality, and recognizing early warning signals.

In this research, the black boxes of complaint
management; the customer value, the decision to shift the enterprise and the customer’s
repurchase intention are examined. The value is examined in four dimensions.
These are; functional, emotional, monetary and social values.

For the research, a questionnaire was prepared
taking into account the unique environment of banking sector, and applied to
752 people. The survey results were coded and analyzed with the help of
statistics programs. As a result of the research it is demonstrated that; with
a successful complaint management in the banking sector, a significant positive
impact is rendered on monetary and social values, the customer’s perceived cost
of switching bank is increased, an intention to repurchase is formed on customer’s
mind and if invested in the right customer values, an important competitive
advantage is achieved. 

Anahtar Kelimeler

Complaints Management, Customer Value, Shifting Cost, Repurchase Intention, Banking Sector, Structural Equation

Şikâyet Yönetiminin Tüketici Değer ve Davranışlarına Etkisi: Bankacılık Sektörü Uygulaması

Öz

Araştırma anketi, bankacılık
sektöründe, şikâyet yönetimi ve tüketici değeri kavramlarının dış dünyadan
farklı olarak etkileştikleri göz önüne alınarak, 752 kişiye uygulanmıştır.
Anket sonuçları SPSS ve AMOS programları yardımıyla kodlanmış ve analiz
edilmiştir. Araştırma sonucunda, bankacılık sektöründeki başarılı bir şikâyet
yönetimi ile; tüketici değerlerinden parasal ve sosyal değer üzerinde bir etki
yaratıldığı, bu etkileşim neticesinde tüketicinin zihninde mevcut hizmet aldığı
bankaya dair algılanan değiştirme maliyetinin arttığı ve tüketicide tekrar satın
alma niyeti oluştuğu, doğru tüketici değerlerine yatırım yapıldığı takdirde,
önemli derecede rekabet avantajı elde edilebileceği ortaya konulmaktadır.

Şikâyet yönetimi içinde bir
kara kutu olarak nitelendirilebilecek olan tüketicinin değer algısı ve bu değer
algısına istinaden tüketicinin ürün / hizmet aldığı işletmesinin kendi
zihnindeki değiştirilmezlik algısı ve aynı işletmeden tekrar satın alma
kararları bulunmaktadır. Tüketicinin bu değer algısı dört alt boyutta
incelenmektedir. Bunlar; işlevsel, duygusal, parasal ve sosyal tüketici değerleridir.

Tüketici şikâyet yönetimi,
işletmelerin, hizmetlerinin memnuniyetsizlik yaratan yönleri ile ilgili olarak
tüketicilerinden gelen sorunlarla nasıl başa çıktıklarıdır. Tüketici şikâyet yönetiminin
amaçları; tüketicilerin rakiplere gitmesini engellemek, tüketici tatminini
sağlamak, imaj yükseltmek, çapraz satışı kolaylaştırmak, pozitif ağızdan ağıza
iletişim yaratmaktır. Bunlarla birlikte, ürünün zayıf yönlerini belirlemek,
tüketici ve pazar eğilimlerini bulmak, kaliteyi iyileştirmek, erken uyarı
sinyallerini fark etmek gibi diğer amaçlar da mevcuttur.

Anahtar Kelimeler

Şikâyet Yönetimi, Tüketici Değeri, Değiştirme Maliyeti, Tekrar Satın Alma Niyeti

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