The effect of customer complaint management on customer satisfaction and customer loyalty: A research on SMEs

Complaint management is more important for businesses in this period when the competitive environment is increasing. The complaint is to convey the negative experiences of the customers to the business with feedback. Businesses that value customer satisfaction and customer loyalty aim to ensure that customers are satisfied and also loyal customers by implementing complaint management procedures. It is indispensable to establish a complaint management system in order to establish long-term relations with banks, SMEs operating in the service sector and to ensure customer satisfaction. In order to increase the loyalty of SMEs to the business, banks have to keep the system up-to-date by applying the complaint management system in every department of the bank by considering the complaints as a reward. For SMEs, on the other hand, they should adopt their dissatisfaction to the bank by submitting their complaints to reach a faster solution to any future problem and to increase the relationship between the bank and SME. The purpose of this study is to determine the effect of customer complaint management practices on customer satisfaction and customer loyalty. It is aimed to measure the level of satisfaction of SMEs and the size of their loyalty from banks implementing complaint management. The current study employed the questionnaire technique and a questionnaire was administered to 400 SMEs. The collected data were analyzed SPSS 22 program package. According to the findings of the current study, there is a positive correlation between customer complaint management and customer satisfaction, between customer compliant management and customer loyalty and between customer satisfaction and customer loyalty.