Bankalarda Uygulanan Hizmet Telafi Stratejilerinin Yarattığı Sonuçların Sosyal Medya Paylaşım Eğilimini Ölçen Bir Araştırma
A Research Measures The Results’ Tendency of Sharing in Social Media That Created by Service Recovery Strategies Implemented on Banks

Summary/Abstract: Customers receiving banking services are frequently exposed to various mistakes 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. For this purpose, a questionnaire was used as a data collection method and the survey questions were applied to 395 randomly selected customers who received services from banks without distinction of public or private banks and exposed mistake. The normality test, descriptive and confirmatory factor analysis were applied to the data obtained in the questionnaire via SPSS (Statistical Package for the Social Sciences) 21 and AMOS programs. 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 shared limitedly their thoughts, attitudes and behaviors towards the bank on social media. In this direction, banks must apply correct recovery applications in order to ensure the continuity of self-confident, satisfying and loyal customers and to reach new customers.

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