The effect of perceived complaint management performances of businesses on repurchasing intention: The example of bank customers

The competition, which is increasing day by day, is gradually reducing the differences between the goods and services offered by the enterprises to their customers. Therefore, businesses focus on providing customer satisfaction in the presentation of products or services. In this sense, the complaints received by the enterprises after the purchase are very important notifications in the determination of the deficiencies and malfunctions that the enterprises overlook. Customer management complaint systems aim to handle these notifications systematically and to conclude them in a way that ensures the satisfaction of each customer. The different behavioral reactions of customers, who exhibit different characteristics in terms of psychographic, demographic and behavioral conditions, reveal the difficulty of achieving satisfaction. This difficulty can only be overcome with the high management performances that the complaint management units in the enterprises can provide as a result of their professional work. Thus, customers' loyalty and satisfaction will be ensured, while their repurchase intentions will increase. Otherwise, the business will face negativities such as loss of customers and profits. The purpose of this research is to reveal the effect of business complaint management performances on customers' repurchase intentions. In addition, it is to examine the effects of customers' lifestyles, Type A personalities and loyalty on business complaint management performance evaluations and the effects of customer complaint management performances of businesses on customer repurchase intentions according to these variables. Face-to-face survey method was used as data collection method in the research. The population of the research consists of bank customers who have filed complaints. In the study, quota sampling was made and for this purpose, İzmir province, one of the most populated provinces of Turkey, in terms of proximity; Karabağlar, Göztepe, Karşıyaka and Basmane districts were selected among 11 central districts as sub-regions, and data were collected from 562 subjects selected by convenience sampling method on a voluntary basis. The collected data were evaluated with SPSS and AMOS statistical programs and it was concluded that the complaint management performance of the enterprises has an effect on the customers' repurchase intention, lifestyle and loyalty have an effect on the customer complaint management performance evaluation, and customer complaint management performance according to loyalty has an effect on the customers' repurchase intentions. has been reached.