(Analysis of Complaints in Turkish Banking Sector With Content Analysis)

Abstract

Purpose – Due to the technological advances and the strong competition policies that are being developed in today's banking sector, the complaints, objections, requests and suggestions that the customers have communicated due to the regulations developed by the Banking Regulation and Supervision Agency against the expectations are important in order to design an effective customer experience in banking and to maintain profitability. The purpose of the study, the five largest banks operating in Turkey are subject transmitted through şikayetvar.com platform determining the categories of complaints and appeals and to discuss and find solutions and determined that compared to what those directed to product groups. Design/methodology/approach – According to the number of branches operating in Turkey in the first five banks through the designated bank size is selected. Complaints of banks were investigated and interpreted; The research was designed qualitatively and document analysis was used as a data collection method. The data obtained in the research was consolidated from sdmitvar.com website. After obtaining the data in the study, recording the reference code was analyzed in 4 steps as determining the species, determining the main subject and subtopic. Findings – In this research, it is seen that the customers have the most complaints and objections about the most credit cards in the five major banks. In sub-breaks; there are significant objections to a lar card membership fee önemli. In the second place, the subject of yer accounts ler comes and the objections to the account operating fees are firstly included here. Another issue is money jamming at ATMs. Discussion – While all these processes are classified and appropriate solution proposals are produced, it is necessary that the classifications of complaints, suggestions and thanks (ISQA) should be transferred correctly and that the banks are deeply rooted for these first three issues and customers develop convincing solution times; they are expected to provide solutions to prevent or eliminate the problem by designing processes.