Analyzing Bank Customers' E-Complaints Over the Complaint Forum Site

Abstract

Purpose –  This study aims to analyze e-customer complaints and bank feedback from two banks, one of which is a public bank and one of which is private capital, on the sikayetvar.com forum site, and to offer suggestions to banks in the context of e-customer relationship management.

Design/methodology/approach –  Content analysis was conducted to categorize and qualitatively analyze 18,018 textual complaints of similar nature. In the six-month period between July and December 2019, 7,652 complaints belonging to the state bank and 10,366 complaints belonging to a private bank were examined in detail and categorized to provide more understandable information to financial service providers.

Findings –  The content analysis of the complaints divided into two main themes and twelve sub-categories, shows what customers experience while benefiting from banking products and services; It has revealed that they are uncomfortable with service problems such as card usage and money transfer fees, courier problem in credit card delivery, extra charges in loan structuring. In addition, as a result of the examinations, it was determined that all of the bank feedbacks were in the form of an automatic system message.

Discussion – Effective complaint management to businesses; It provides many benefits including satisfaction, loyalty, e-PWOM (online positive word of mouth marketing), positive brand image and long-term profitability. In this context, the research findings provide useful information for the sector and the literature in the field of complaint management.