Banka Müşterilerinin E-Şikâyetlerini Şikâyet Forum Sitesi Üzerinden Analiz Etme

Amaç – Bu çalışma sikayetvar.com forum sitesinde yer alan biri kamu diğeri özel sermayeli bankaolmak üzere iki bankaya ait e-müşteri şikâyetlerini ve banka geribildirimlerini analiz ederek bankalarae-müşteri ilişkileri yönetimi bağlamında öneriler sunmayı amaçlamaktadır. Yöntem – Birbirine benzer nitelikteki 18.018 metinsel şikâyeti kategorileştirmek ve nitel olarak analizetmek için içerik analizi yapılmıştır. Temmuz-Aralık 2019 olmak üzere altı aylık dönemde kamubankasına ait 7.652, özel sermayeli bankaya ait 10.366 şikâyet ayrıntılı olarak incelenmiş ve finansalhizmet sağlayıcılarına daha anlaşılır bilgiler sunmak için kategorileştirilmiştir. Bulgular – İki ana tema ve on iki alt kategoriye ayrılan şikâyetlerin içerik analizi, müşterilerinbankacılık hizmetlerinden faydalanırken yaşadıkları; kart kullanımı ve para transferi işlemlerindenücret alınması, kredi kartı teslimatında kurye problemi, kredi yapılandırmada ekstra masraflarınçıkması gibi hizmet sorunlarından dolayı rahatsız olduklarını ortaya koymuştur. Ayrıca yapılanincelemeler sonucunda banka geribildirimlerinin tamamının otomatik sistem mesajı şekilde olduğutespit edilmiştir. Tartışma – Etkili şikâyet yönetimi işletmelere; memnuniyet, sadakat, e-PWOM (çevrimiçi pozitifağızdan ağıza pazarlama), olumlu marka imajı ve uzun dönemde karlılık olmak üzere çok sayıda faydasağlamaktadır. Bu bağlamda araştırma bulguları şikâyet yönetimi alanında sektöre ve literatüre yararlıbilgiler sunmaktadır.

Analyzing Bank Customers' E-Complaints Over the Complaint Forum Site

Purpose – This study aims to analyze e-customer complaints and bank feedback from two banks, oneof which is a public bank and one of which is private capital, on the sikayetvar.com forum site, and tooffer suggestions to banks in the context of e-customer relationship management. Design/methodology/approach – Content analysis was conducted to categorize and qualitativelyanalyze 18,018 textual complaints of similar nature. In the six-month period between July andDecember 2019, 7,652 complaints belonging to the state bank and 10,366 complaints belonging to aprivate bank were examined in detail and categorized to provide more understandable information tofinancial service providers. Findings – The content analysis of the complaints divided into two main themes and twelve sub categories, shows what customers experience while benefiting from banking products and services; Ithas revealed that they are uncomfortable with service problems such as card usage and money transferfees, courier problem in credit card delivery, extra charges in loan structuring. In addition, as a resultof the examinations, it was determined that all of the bank feedbacks were in the form of an automaticsystem message. Discussion – Effective complaint management to businesses; It provides many benefits includingsatisfaction, loyalty, e-PWOM (online positive word of mouth marketing), positive brand image andlong-term profitability. In this context, the research findings provide useful information for the sectorand the literature in the field of complaint management.

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