Bankacılık Sektöründe Olumsuz Müşteri Davranışları: Tipoloji Oluşturma ve Demografik Özelliklerin Etkisi Üzerine Bir Araştırma

Müşterinin koşulsuz haklılığı çok kabul gören bir söylemdir. Bankacılığın da içinde yer aldığı hizmet sektöründe çalışanlar ile müşteriler arasında doğrudan etkileşimler çok yoğundur. Dolayısıyla müşterilerin normlara uygun davranışlar sergilemediği durumlar da söz konusudur. Bu araştırmanın amacı, bankacılık sektöründe olumsuz müşteri davranışlarını kategorize etmek; müşterinin demografik özelliklerinin olumsuz müşteri davranışları üzerindeki etkisini ortaya koymaktır. Çalışmada karma yöntem türü olan keşfedici ardışık desen uygulanmış olup, araştırma modeli sıralı olarak iki çalışmadan oluşmaktadır. İlk çalışmada 100 banka çalışanından varsa maruz kaldıkları olumsuz müşteri davranışlarının açıklanması istenmiştir. Elde edilen verilere içerik analizi yapılmış ve bu verileri ile ikinci çalışmada 341 banka müşterisine uygulanan anket soruları hazırlanmıştır. Açımlayıcı faktör analizi ile banka müşterilerine ait olumsuz davranışları; sözel istismarcılar, kural bozucular, tolerans yoksunları, pazarlık yapanlar, benmerkezciler şeklinde tipolojilere ayrılmıştır. Demografik verilerin olumsuz müşteri davranışları üzerindeki etkisini ölçmek için T-test ve tekyönlü Anova uygulanmıştır. Araştırmadan elde edilen bulgulara göre erkeklerin kadınlara göre bu davranışları sergilemeye daha meyilli oldukları, gelir düzeyi yüksek olan grubun tolerans yoksunu olma eğiliminin daha yüksek olduğu görülmüştür.

Costumer Misbehavior In The Banking Industry: A Study On The Typology Formation And The Effect Of Demographic Factors

In service sector including the banking industry, customer-employee interaction level is higher than the other sectors due to the customer existence during the service production. Therefore, although ‘Custom er is always right’ motto is generally accepted, there are situations where the customer is not always right and exhibit behaviors that are against to norms. The aim of this study is to explore the types of bank customers’ misbehaviors and the effect of demographic factors on customer misbehavior. We used exploratory sequential mixed method. The study is conducted in two levels. In the first study, we have got qualitative data from 100 bank staff. We have asked them to describe a customer misbehavior that they have experienced with their custom ers. Data were analyzed through content analysis and this data is used to design the questionnaire that is used to collect data from the bank customers. As the result of the exploratory factor analysis of the 341 questionnaires six main misbehavior types are found: Objectors, ver bal abusers, rule breakers, lack of tolerance, hagglers and egocentrics. Anova and t-test are used to find the effect of demographic characteristics on customer misbehaviors. The findings revealed that men have more tendency towards customer misbehavior and customers with higher income levels show less tolerance.

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