THE RELATIONSHIPS BETWEEN CONSUMER ATTITUDES TO THE COMPLAINT AND SWITCHING COST: A STUDY ON BANKING INDUSTRY

Authors : Volkan OZBEK, Sule SAHİN, M Emin AKKİLİC, Fatih KOC

Pages : 246-256

Doi:10.17261/Pressacademia.2017.410

View : 20 | Download : 11

Publication Date : 2017-06-30

Article Type : Research Paper

Abstract :It could be considered that switching cost will be decreased when compliant attitude toward a firm or products of a firm increased. From this point of view, the main aim of this study is to reveal possible effects of bank customers’ attitudes towards complaint on switching cost. In the scope of the study, attitudes toward complaint examined as two dimensions, and switching cost as five dimensions. The data of the research was gathered in the scope of a field study performed with survey method that implemented on 340 participants determined with convenience sampling among bank customers in Saruhanlı district of Manisa. As a result of data analysis, it is determined that personal complaints as a dimension of attitudes toward complaint has a negative effect on four dimensions of switching cost insert ignore into journalissuearticles values(financial, uncertainty, learning, and relational costs); except setup cost. In addition, it is identified that social complaints, another dimension of attitudes toward compliant, has negative effect on four dimensions of switching cost except financial cost. With the increase in attitude to the complaint, switching cost is decreasing. Therefore, the intention of consumers to change the firm will increase. The study was concluded with some suggestions to academicians and practitioners.   
Keywords : Consumer attitudes to the complaint, switching cost, banking industry