Hasan Hüseyin CEYLAN, Erhan GENÇ, İbrahim AKBULUT

BİREYSEL KÜLTÜREL DEĞERLERİN ŞİKÂYET DAVRANIŞINA YÖNELİK TUTUMA ETKİSİ: BANKACILIK SEKTÖRÜ ÜZERİNE BİR UYGULAMA

Finansal sistemin temel aktörlerinden olan bankaların, müşterileri ile uzun dönemli karlı ilişkiler geliştirebilmelerinde şikâyet yönetimi kritik önem taşımaktadır. Şikâyet yönetim sürecinin başarısı, müşteri şikâyet davranışlarındaki farklılıkların nedenlerinin anlaşılması ve sürecin buna göre tasarlanmasına bağlıdır. Bu amaçla mevcut araştırmada, banka müşterilerin bireysel kültürel değerlerinin şikâyet davranışına yönelik tutumlarına etkisinin araştırılması amaçlanmıştır. Uşak Üniversitesinde görev yapan akademisyenler üzerinde gerçekleştirilen araştırmada, veri analizi yapısal eşitlik modellemesi ile gerçekleştirilmiştir. Araştırma bulguları, Güç Mesafesi ve Toplumsallık değişkenlerinin, Şikâyet Davranışına Dönük Tutum üzerine etkisinin negatif, Uzun Dönemli Yaklaşımın etkisinin ise pozitif olduğunu ortaya koymuştur. Araştırma bulguları diğer araştırma bulguları ile karşılaştırılarak yorumlanmıştır.

Anahtar Kelimeler:

Bireysel Kültürel Değerler, Şikâyet Davranışı, Bankacılık Sektörü, Yapısal

THE IMPACT OF INDIVIDUAL CULTURAL VALUES ON THE ATTITUDE TOWARDS COMPLIANT BEHAVIOR: A CASE OF BANKING SECTOR

Compliant management has a great importance for the banks, one of the key agencies of financial system, in developing the long-term profitable relationships with their customers. The success of compliant management process depends upon determining the reasons of the differences in customers’ compliant behaviors and upon designing this process according to this situation. In this study; it is aimed to determine the effects of the bank customers’ individual cultural values on the attitudes towards complaint behavior. The academicians working at Usak University have been determined as a target group in the study and the data analysis has been made by structural equation modeling. The findings have shown that the power distance and collectivism variables have a negative impact on the attitudes towards complaint behavior and that the effect of long-term orientation is positive. Finally, the obtained results have been interpreted by comparing with the others studies’ findings

Keywords:

Individual Cultural Values, Compliant Behavior, Banking Sector,

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