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The differences in customer complaint behaviour between loyal customers and first comers in the retail banking industry: The case of Turkish customers

机译：忠诚度客户与零售银行业新人之间的客户投诉行为差异：土耳其客户案例

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Purpose - The purpose of this paper is to test the differences in customer complaint behaviour between loyal customers and first comers.rnDesign/methodology/approach - This study has adopted the work of Ndubisi and Ling, which categorized consumer complaint actions into public, private, defection and no action. Interview and survey data were collected. SPSS 15.0 for Windows was used for data analysis. Descriptive statistics such as means, frequencies, Mann-Whitney U test and chi-square tests were calculated. Findings - The results reveal that first comers are more willing to engage in private complaining actions such as negotiation and worth-of-mouth comments and telling friends and family about their bad experiences compared to loyal customers. Our major findings indicate that even if a first comer does not complain, this does not mean that the person is satisfied. As there is a likelihood that when a customer makes a private complaint, such as spreading negative word-of-mouth criticisms, bank managers should pay more attention to those customers. Further, first comers are more likely to take part in a defection by doing business with another firm following the bad experience compared to loyal customers. Originality/value - It is a new study about the differences in customer complaint behaviour between loyal and first customers in Turkey. It presents valuable information that can assist bank managers and marketers understand the customer complaint behaviour of both loyal customers and first comers.
机译：目的-本文的目的是测试忠实客户与初来乍到者之间客户投诉行为的差异。设计/方法/方法-本研究采用了Ndubisi和Ling的工作，将消费者投诉行为分为公共，私人，叛逃，无所作为。收集了访谈和调查数据。 Windows的SPSS 15.0用于数据分析。计算了描述统计量，例如均值，频率，Mann-Whitney U检验和卡方检验。调查结果-结果显示，与忠实客户相比，初来乍到的人更愿意进行私人投诉，例如谈判和口口相传，并告诉亲朋好友他们的不良经历。我们的主要发现表明，即使新来者没有抱怨，也并不意味着这个人会感到满意。由于当客户提出私人投诉（例如散布负面口碑批评）时，银行经理应该更多地关注这些客户。此外，与忠实客户相比，先来者更有可能通过在不良经历之后与另一家公司开展业务来参与叛逃。原创性/价值-这是一项有关土耳其忠实客户与第一位客户之间客户投诉行为差异的新研究。它提供了有价值的信息，可以帮助银行经理和营销人员了解忠实客户和新来者的客户投诉行为。

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