SEZER KORKMAZ, Sezer YILDIZLI, Ayşegül ERMEÇ SERTOĞLU

Hizmet Kalite Algısının Müşteri Şikayet Etme Niyeti Üzerindeki Etkisi: Bankacılık Sektöründe Bir Araştırma

Ülke ekonomilerinde hizmet sektörüne ayrılan payların yükselmesi, hizmetlerin çeşitlenmesi ve hizmet işletmelerinin sayısının artması kaliteli hizmet üretmek olgusuna dikkat çekmektedir. Ayrıca günümüz rekabet ortamında mevcut müşterilerin sadık müşterilere dönüştürülmesi için müşterilerin şikayet etme davranışlarının da izlenerek yönetilmesi gerekmektedir. Bu kapsamda araştırma, banka müşterilerinin aldıkları hizmetin kalitesine ilişkin algılarının, şikayet etme niyeti üzerinde etkili olup olmadığını belirlemeye odaklanmıştır. Araştırmanın hipotezleri, İstanbul'un Gebze ilçesinde faaliyet gösteren Kamu Sermayeli Mevduat Bankası olarak tasniflenen on beş bankadan hizmet alan toplam 180 gerçek müşteriden oluşan bir örneklem üzerinde test edilmiştir. Sonuçlara göre, fiziki görünüm, heveslilik ve yeterlilik, şikayet etme niyeti ile korelasyonu en yüksek olan boyutlardır. Bununla birlikte, şikayet etme niyetinin demografik özelliklerden bağımsız olduğu, hizmet kalitesi algılamalarının ise yaş, cinsiyet, gelir düzeyi ve eğitim durumuna göre farklılık gösterdiği tespit edilmiştir

The Effect of Service Quality Perceptions On Consumers’ Complaint Intentions: A Study in Banking Sector

Increases in the share of national economies allocated to the the service sector, the diversification of services and the raising number of service businesses draw attention to the phenomenon of producing high-quality service. Besides, in today's competitive environment, it is essential to monitor and manage the customers’ complaint behaviors in order to turn them into loyal customers. In this context, this research has focused on determination of the bank customers’ service quality perceptions and whether they have an effect on their complaint intentions. Data came from a sample of 180 customers buying services from 15 banks operating in Istanbul's Gebze district as State-Owned Deposit Banks were used to test hypotheses. The results indicated that complaint behavior was mostly correlated with tangibles, responsiveness and assurance. It also revealed that complaint intention was independent from the demographics of the customers while service quality perceptions differed according to gender, age, income levels and education

PDF

___

Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, 20(1), 3-11.
Andreassen, T.W. & Lindestad, B. (1998). Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise. International Journal of Service Industry Management, 9 (1): 7-23.
Ayaz, S., & Torlak, Ö. (2011). Yüksek hızlı tren (YHT) ile seyahat eden yolcuların şikayet etme niyetini etkileyen faktörler. Tüketici ve Tüketim Araştırmaları Dergisi, 3(2), 79-116.
Barış, G., (2015). Şikayet yönetimi rehberi, strateji ve uygulama araçları, İstanbul: Kapital Medya Hizmetleri A.Ş.
Blodgett J.G., Hill DJ & Tax SS. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185 – 210.
Blodgett, J.G., Granbois, D.H. & Walters, R.G. (1993). The effects of perceived justice on complainants’ negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69, Winter, 399-428
Blodgett., J.G., Wakefield K.L., & Barnes, J.H. (1995). The effects of customer service on consumer complaining behavior. Journal of Services Marketing, 9 (4), 31-41.
Bloemer, J., De Ruyter, K. O., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multi-dimensional perspective. European Journal of Marketing, 33(11/12), 1082-1106.
Boote, J., (1998). Towards a comprehensive taxonomy and model of consumer complaining behaviour. White Rose Research Online URL for this paper: htpp://eprints.whiterose.ac.uk/9061/, 11, pp.140-151.
Butelli, S. (2007). Consumer complaint behavior (CCB): A literature review. In Newcastle: Northumbria University
Cronin, J.J., & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, 55-68
Day, R.L. (1984). Modelling choices among alternative responses to dissatisfaction. in Kinnear, T.C. (Ed.), Advances in Consumer Research, Vol. 11, pp. 496-99.
Desatnick, R.L. (1988). Managing to keep the customer, Houghton Mifflin, Boston, MA.
Forbes, S. J. (2008). The effect of service quality and expectations on customer complaints. The Journal of industrial economics, 56(1), 190-213.
Goodwin, C. & Ross, I. (1990). Consumer evaluations of responses to complaints: What’s fair and why. Journal of Services Marketing, 4, Summer, 53-61.
Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18 (4): 36-44
Horovitz, J. (1990). How to win customers – Using customer service for a competitive edge. Harlow: Longman. http:// www.gebze.gov.tr/default_BO.aspx?content=166.
Kalyoncuoğlu, Selma., Faiz, F., (2016)., ‘’Hizmet Kalitesinin Kurumsal İmaja Etkisi:Kamu ve Özel Mevduat Bankları Üzerinde Bir Araştırma’’, Pazarlama ve Pazarlama Araştırmaları Dergisi, Sayı: 17, Temmuz 2016, ss. 67-1 03
Kelley, S.W., Hoffman, K.D. & Davis, M.A. (1993). A typology of retail failures and recoveries. Journal of Retailing, Vol. 69, pp. 429-52.
Kerin, R.A., Jain, A. and Howard, D.J. (1992). Store shopping experience and consumer price-quality-value perceptions. Journal of Retailing, 68, Winter, 376-97.
Kotler, P. (2001). The principles of marketing, New Jersey: Prentice Hall.
Kurtuluş, K. (2004). Araştırma yöntemleri, İstanbul: Türkmen Kitabevi.
Özer, L., Kazancı., Ş., Yılmazel, S. E., Küpeli, Ş. T., Demiray, K. D., Ozanözgü, A. M., vd. (2016). Hizmet pazarlaması, güncel konular ve yaklaşımlar, Detay Yayıncılık, Ankara.
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, Spring, 1(64): 12-40.
Parasuraman, A., Zeithaml, V.A. ve Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, Fall, 49 (4): 41-50.
Press., I., Ganey, R. F., & Hall, M. F. (1997). What’s most important to customer satisfaction. ABA Banking Journal, 89 (9), 73-74.
Siddiqui, M. H., & Tripathi, S. N. (2010). An analytical study of complaining attitudes: with reference to the banking sector. Journal of Targeting, Measurement and Analysis for Marketing, 18(2), 119-137.
Silvestro, R. (2005). Applying gap analysis in the health service to inform the service improvement agenda. International Journal of Quality & Reliability Management, 22(3), 215-233.
Singh, J. (1991). Understanding the structure of consumers' satisfaction evaluations of service delivery. Journal of the Academy of Marketing Science, Vol. 20, pp. 223- 44.
Singh, J., (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues. Journal of Marketing, 52 (1), (Jan), 93-107. Şikayethaber.com., (2014), Şikayet Yönetimi Sıralaması., http://www.sikayethaber.com/haber/sikayet-yonetimi-siralamasi/5070 sayfasından erişilmiştir.
Türkiye Bankalar Birliği (1994). Hizmet kalitesinde mükemmellik eğilimi, İstanbul. White, L., & Yanamandram, V. (2004). Why customers stay: Reasons and consequences of inertia in financial services. Managing Service Quality, 14(2/3), 183-194.
Yılmaz, V., Çelik, H. E., & Depren, B. (2007). Devlet ve özel sektör bankalardaki hizmet kalitesinin karşılaştırılması: Eskişehir örneği. Doğuş Üniversitesi Dergisi, 8(2), 234-248.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 31-46.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2013). Services marketing, integrate customer focus across the firm, 6th ed. New York: McGraw-Hill Irwin, New York.
Zeithaml, V.A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, July, 2-22.
Zeithaml, V.A., Berry, L.L. & Parasuraman, A. (1988). Communication and control process in the delivery of service quality. Journal of Marketing, 52, April, 35-48.