Müşteri Kayıplarını Önlemede En Etkin Telafi Stratejilerinin Belirlenmesine Yönelik Bir Bankacılık Araştırması

Öz

Hizmet sektöründe hatasız sistemler kurulması amaçlansa da, müşteriler kaçınılmaz şekilde hata ile karşılaşmaktadırlar. Hataların bir kısmı engellenemediğinden ötürü, yarattığı olumsuz etkilerin bertaraf edilmesi ancak yoğun çabalarla mümkün olmaktadır. Bu noktada hatanın müşteri algısında yarattığı olumsuz etkinin azaltılması ya da yok edilebilmesi, hatanın telafi edilmesini gerekli kılmaktadır. Günümüzün rekabetçi piyasa koşulları içinde bu hususlar göz ardı edilip, hizmet hatalarıyla karşılaşan müşterilere uygun hizmet telafi girişimleri uygulanmadığında müşteri kayıpları ile karşılaşılmaktadır. Bankacılık sektöründe karşılaşılan hatalara yönelik uygulanabilecek telafi stratejilerinin belirlenmesi ve hangi telafi stratejilerinin müşteri kayıplarını engellediğinin ortaya konulması bu çalışmanın amacını oluşturmaktadır. Bu amaç doğrultusunda Türkiye’ de bulunan kamu-özel ayrımı yapmaksızın bankalardan hizmet alan ve hataya maruz kalmış toplam 395 banka müşterisinden anket tekniği ile veri toplanmştır. Ankete ilişkin verilere lojistik regresyon analizi uygulanmıştır. Analiz sonucunda hatanın ardından uygulanan doğru telafi seçenekleri sayesinde, müşterilerin hataya rağmen banka ile çalışmaya devam edeceği sonucuna ulaşılmıştır. Bu doğrultuda bankaların hatanın ardından şikâyetini ve rahatsızlığını dile getiren müşteriyi ilgili şekilde dinlemesi ve yanlış olan işlem ne ise doğru şekilde yapılmasını sağlaması müşteri kayıplarının önüne geçilmesine yardımcı olacaktır.

Anahtar Kelimeler

• Hizmet telafi stratejileri,Müşteri kaybı

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