The tendency of sharing in social media the consequences of service recovery strategies employed to prevent customer losses: an application on banks in Turkey

Customers receiving banking services are frequently exposed to various faults in our country as well as all over the world despite the advanced technology and the qualified human resources. The main purpose of this work is to determine how to recover from mistakes and how to maintain customer loyalty using appropriate recovery options as it may not always be possible to prevent mistakes. In this study, the applicable recovery strategies in the banking sector in the aftermath of the mistakes and the expectations of customers on the recovery from the mistakes were determined and the effects of these variables on the service quality perception were examined and trust, satisfaction, loyalty and leaving behavior caused by the recovery performance was searched. In addition, the tendency to share in social media these thoughts, attitudes and behaviors from the viewpoint of the customer towards the bank was analyzed. Based on the analysis, it was seen that there is a significant relationship between the applied recovery strategies, the expectations of the customers from the bank and the perceived quality of the recovery performance. Furthermore, it was found that there is also a meaningful relationship between the perceived quality of recovery performance and trust, satisfaction, loyalty and leaving behaviors. This meaningful relationship indicates that the recovery performance which is perceived to be successful contributes to the confidence, satisfaction and loyalty of the customers towards the bank and prevents customers from leaving the bank after a mistake. However, it was concluded by the survey that after the recovery the customers did not share their thoughts, attitudes and behaviors towards the bank on social media. Keywords: Banking Sector, Service Recovery, Service Recovery Strategies,Customers' Expectations from Recovery, Perceived Quality of Recovery, Trust,Satisfaction, Loyalty, Leaving, Social Media Sharing.