Effect of customer complaint management on customer value and behaviour: A banking sector version

In the first part of this study, descriptive information is given about the concept of complaint management, whose effectiveness is always important in marketing literature. Customer Complaint Management refers to the way in which businesses deal with the problems conveyed to them by customers in relation to the aspects of their services that create a certain degree of dissatisfaction. Customer complaint management's aim is; • to prevent customers from going to competitors, • to provide / increase customer satisfaction, • to increase the image of the enterprise, • to make the customer's attitude towards the business positive, • to facilitate cross-selling, • to encourage customers into positive mouth to mouth communication. In addition, it has other purposes, such as identifying product weaknesses, finding customer and market trends, improving quality, and recognizing early warning signals. In the second part of the study, the perception of the value of the customer, which can be described as the black box of complaint management; the perception of the customer for shifting the enterprise where he / she receives the product / service and customer's intention to repurchase the product / service from the same enterprise are examined. The customer's perception of value is examined in four sub-dimensions. These are; functional, emotional, monetary and social customer values. In the third part of the research, alongside a general knowledge on banking sector, application oriented information is given. The questionnaire prepared within the scope of the study was applied to 752 people. The survey results were coded and analyzed with the help of SPSS and AMOS statistics programs. As a result of the research, with a successful complaint management in the banking sector, it is found that; • A significant positive impact is rendered on primarily monetary and subsequently social value, • As a result of this interaction, the perceived cost of shifting of the bank in which the customer receives services is increased, • An intention to repurchase is formed on customer's mind. As a result; with this survey it is set forth that; when perceived as a crisis management tool in which risks could be turned into opportunities, the complaints management, provides the banks with significant competitive advantage in the banking sector in Turkey. Key Words: Complaints Management, Customer Value, Shifting Cost, Repurchase Intent, Structural Equation Modelling