DETERMINATION OF THE FACTORS THAT CAUSE COMPLAINTS AND BLOCK LEAVING OF CUSTOMERS FROM THE BANK: A RESEARCH ON PUBLIC AND PRIVATE DEPOSIT BANK CLIENTS

Abstract

Author(s): Berrin Arzu EREN

Today, one of the major problems of the banking sector is that clients leave the bank after failures they have experienced. Experienced failures often lead to clients having complaints about the bank. In a vital competitive environment, it is important to understand the client complaints and the process of leaving clients from the bank in order to avoid the damaging effects of leaving and establish long-lasting client relationships. For these reasons, purposes of the research are to examine failures experienced in the banks and clint complaints behavior against this failure. The other purposes of research show relation between complaint and leaving from bank and the direction of the clients working with the bank in the presence of leaving barriers. In line with this aim, data were collected from 493 bank client experiencing failures surveyed by public and private deposit banks in Ankara. Percentage and frequency analyzes as well as correlation and logistic regression analysis were applied to the data related to the questionnaire. The research results show that the most important failure experiencing in the bank and complained is to not get information about the account. These clients continue to work with the bank regardless of the failures in the presence of the leaving barriers. A clientr's perception of the presence of leaving barriers will affect the decision of the service provider to continue or leave from service. At this point, it is necessary for bank managers to give utmost importance to management of complaints in order to understand the role played by the leaving barriers and to remove the negative consequences of service failures.

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