THE IMPACT OF INDIVIDUAL CULTURAL VALUES ON THE ATTITUDE TOWARDS COMPLIANT BEHAVIOR: A CASE OF BANKING SECTOR

Yıl 2017, Cilt: 13 Sayı: 1, 167 - 180, 01.01.2017

Hasan Hüseyin Ceylan Erhan Genç İbrahim Akbulut

https://doi.org/10.17130/ijmeb.20173126268

Öz

Compliant management has a great importance for the banks, one of the key agencies of financial system, in developing the long-term profitable relationships with their customers. The success of compliant management process depends upon determining the reasons of the differences in customers’ compliant behaviors and upon designing this process according to this situation. In this study; it is aimed to determine the effects of the bank customers’ individual cultural values on the attitudes towards complaint behavior. The academicians working at Usak University have been determined as a target group in the study and the data analysis has been made by structural equation modeling. The findings have shown that the power distance and collectivism variables have a negative impact on the attitudes towards complaint behavior and that the effect of long-term orientation is positive. Finally, the obtained results have been interpreted by comparing with the others studies’ findings

Anahtar Kelimeler

Individual Cultural Values, Compliant Behavior, Banking Sector

BİREYSEL KÜLTÜREL DEĞERLERİN ŞİKÂYET DAVRANIŞINA YÖNELİK TUTUMA ETKİSİ: BANKACILIK SEKTÖRÜ ÜZERİNE BİR UYGULAMA

Öz

Finansal sistemin temel aktörlerinden olan bankaların, müşterileri ile uzun dönemli karlı ilişkiler geliştirebilmelerinde şikâyet yönetimi kritik önem taşımaktadır. Şikâyet yönetim sürecinin başarısı, müşteri şikâyet davranışlarındaki farklılıkların nedenlerinin anlaşılması ve sürecin buna göre tasarlanmasına bağlıdır. Bu amaçla mevcut araştırmada, banka müşterilerin bireysel kültürel değerlerinin şikâyet davranışına yönelik tutumlarına etkisinin araştırılması amaçlanmıştır. Uşak Üniversitesinde görev yapan akademisyenler üzerinde gerçekleştirilen araştırmada, veri analizi yapısal eşitlik modellemesi ile gerçekleştirilmiştir. Araştırma bulguları, Güç Mesafesi ve Toplumsallık değişkenlerinin, Şikâyet Davranışına Dönük Tutum üzerine etkisinin negatif, Uzun Dönemli Yaklaşımın etkisinin ise pozitif olduğunu ortaya koymuştur. Araştırma bulguları diğer araştırma bulguları ile karşılaştırılarak yorumlanmıştır.

Anahtar Kelimeler

Bireysel Kültürel Değerler, Şikâyet Davranışı, Bankacılık Sektörü, Yapısal

Kaynakça

• Arnold, K. A., & Bianchi, C. (2001). Relationship marketing, gender and culture: Implications for consumer behavior. Advances in consumer research, 28, 100-105.
• Azam, K., Javed, M., Arif, S., Rukhsar, N., Muzaffar, S., Kanjoo, A. M., & Ali, M. A. (2013). Determinants affecting customer’s complaint intention. International Journal of Learning and Development, 3(6), 139.
• Barlow, J., & Mİller, C. (1996). A complaint is a gift: Using customer feedback as a strategic tool. Berrett-Koehler Publishers.
• Bell, S. J., Mengüç, B., & Stefani, S. L. (2004). When customers disappoint: A model of relational internal marketing and customer complaints. Journal of the Academy of Marketing Science, 32(2), 112-126.
• Beugré, C. D. (2007). A cultural perspective of organizational justice. IAP.
• Chan, H., & Wan, L. C. (2008). Consumer responses to service failures: A resource preference model of cultural influences. Journal of International Marketing, 16(1), 72-97.
• Chan, H., Wan, L. C., & Sin, L. Y. (2009). The contrasting effects of culture on consumer tolerance: Interpersonal face and impersonal fate. Journal of Consumer Research, 36(2), 292-304.
• Chapa, O., Hernandez, M. D., Wang, Y. J., & Skalski, C. (2014). Do individualists complain more than collectivists? A four-country analysis on consumer complaint behavior. Journal of International Consumer Marketing, 26(5), 373-390.
• Cook, S. (2012). Complaint management excellence: Creating customer loyalty through service recovery. Kogan Page Publishers.
• Coşkun, M. N., Ardor, H. N., Çermikli, A. H., Eruygur, H. O., Öztürk, F., Tokatlıoğlu, İ., & Dağlaroğlu, T. (2012). Türkiye’de bankacılık sektörü piyasa yapısı, firma davranışları ve rekabet analizi, Ankara: Türkiye Bankalar Birliği.
• Day, R. L., & Landon, E. L. (1977). Toward a theory of consumer complaining behavior. Consumer and industrial buying behavior, 95, 425-437
• De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192.
• Demirel, Y. (2007). Türk bankacılık sektöründe müşteri ilişkileri yönetiminin müşteri değerine etkisi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 21(2).
• DiLalla, L. F., Tinsley, H. E. A., & Brown, S. D. (2000). Structural equation modeling: Uses and issues. Handbook of applied multivariate statistics and mathematical modeling, 439-464.
• Ennew, C., & Waite, N. (2013). Financial services marketing: An international guide to principles and practice. Routledge.
• Eric W. T., Ngai Vincent C. S., Heung Y. H., Wong Fanny K. Y. Chan, (2007), Consumer complaint behaviour of Asians and non-Asians about hotel services: An empirical analysis, European Journal of Marketing, 41 (11/12), 1375 – 1391.
• Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose and findings. The Journal of Marketing, 7-18.
• Garding, S., & Bruns, A. (2015). Complaint management and channel choice:An Analysis of Customer Perceptions. Springer.
• Göçmen Yağcılar, G. (2011). Türk bankacılık sektörünün rekabet yapısının analizi. Ankara: BDDK.
• Grönroos, C. (1999). Relationship marketing: Challenges for the organization. Journal of Business Research, 46(3), 327-335.
• Heung, V. C., & Lam, T. (2003). Customer complaint behaviour towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15(5), 283- 289.
• Hofstede, G. (1984). Culture’s consequences: International differences in work-related values. 5. Sage.
• Hofstede, G. (1994). Management scientists are human. Management Science, 40(1), 4-13.
• Huang, J. H., Huang, C. T., & Wu, S. (1996). National character and response to unsatisfactory hotel service. International Journal of Hospitality Management, 15(3), 229-243.
• Huefner, J. C., & Hunt, H. K. (2000). Consumer retaliation as a response to dissatisfaction. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior, 13, 61- 79.
• Jacoby, J., & Jaccard, J. J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis. Journal of Retailing. 57(3), 4-24.
• Jahandideh, B., Golmohammadi, A., Meng, F., O‘Gorman, K. D., & Taheri, B. (2014). Cross- cultural comparison of Chinese and Arab consumer complaint behavior in the hotel context. International Journal of Hospitality Management, 41, 67-76.
• Kline, R. B. (2005) Principles and practice of structural equation modeling. The Guilford Press.
• Kotler, P., & Armstrong, G. (2008). Principles of marketing, 13 Edition, Prentice Hall.
• Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1999). Principles of marketing. New Jersey: Prentice Hall Europe.
• Kozak, M. (2007). Turizm sektöründe tüketicilerin şikâyetlerini bildirme eğilimleri. Yönetim ve
• Ekonomi: Celal Bayar Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 14(1), 137-152.
• Lee, S. Y. (2007). Structural equation modeling: A Bayesian approach. 711. John Wiley & Sons.
• Liu, B. S. C., Furrer, O., & Sudharshan, D. (2001). The relationships between culture and behavioral intentions toward services. Journal of Service Research, 4(2), 118-129.
• Liu, R. R., & McClure, P. (2001). Recognizing cross-cultural differences in consumer complaint behavior and intentions: An empirical examination. Journal of Consumer Marketing, 18(1), 54-75.
• McFarlin, D. B., & Sweeney, P. D. (2001). Cross-cultural applications of organizational justice. Justice in the workplace: From theory to practice, 2, 67-95.
• Mitchell, C. (2009). A short course in international business culture: Building your international business through cultural awareness. World Trade Press.
• Ngai, E. W., Heung, V. C., Wong, Y. H., & Chan, F. K. (2007). Consumer complaint behaviour of Asians and non-Asians about hotel services: An empirical analysis. European Journal of Marketing, 41(11/12), 1375-1391.
• Nimako, S. G., & Mensah, A. F. (2012). Motivation for customer complaining and non- complaining behaviour towards mobile telecommunication services. Asian Journal of Business Management, 4(3), 310-320.
• Patil, B. D., & Bhakkad, D. D. (2014). Redefining management practices and marketing in modern age. Athrav Publications
• Singh, J. (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues. The Journal of Marketing, 93-107.
• Singh, J. (1991). Industry characteristics and consumer dissatisfaction. Journal of Consumer Affairs, 25(1), 19-56.
• Singh, J., & Widing, R. E. (1991). What occurs once consumers complain? A theoretical model for understanding satisfaction/dissatisfaction outcomes of complaint responses. European Journal of Marketing, 25(5), 30-46.
• Taşkın, Ç., Akat, Ö., Erol, Z., (2010), Tüketicilerin Banka Tercihini Etkileyen Faktörlerin Belirlenmesi: Bursa’da Bir Araştırma, Anadolu Üniversitesi Sosyal Bilimler Dergisi. 10(3), 11-22.
• Wan, L. C. (2013). Culture’s impact on consumer complaining responses to embarrassing service failure. Journal of Business Research, 66(3), 298-305.
• Wong, N. Y. (2004). The role of culture in the perception of service recovery. Journal of Business Research, 57(9), 957-963.
• Wright, M., & Watkins, T. (2010). Marketing Financial Services. Routledge.
• Yoo, B., Donthu, N., & Lenartowicz, T. (2011). Measuring Hofstede’s five dimensions of cultural values at the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3-4), 193-210.