A Study on Relation between Customer complaint behaviour and Undesirable Service Experience. (Case study: Eghtesad Novin Bank-Tehran West Branch)

Abstract

Purpose of this research is studying on effect of undesirable service experience and other effective factors on customer complaint behaviour. The present research in respect of goal is applied and in respect of nature and research methodology is descriptive survey, and the tool for gathering data is questionnaire. Statistical society of research are customers of Eghtesad Novin Bank, Tehran West District Branch that questionnaires were distributed to 385 available customers in the said district. For evaluating validity of questionnaire, the content validity and structures validity were used and also composite reliability (CR) indexes and Cronbach's alpha were used for studying on its reliability. For illative analysis of data, the confirmatory factor analysis and structural equations modelling method were used by using Smart PLS software. Results of research shows that personnel, service facilities quality, attitude towards complaints, information level, experience level, satisfaction level and importance of situation have positive and direct effect on customer complaint behaviour. Effect of facilities and appearance of branch and probability of succession in complaints are nonsense.Findings of this research may be beneficial for managers of banks and all customer-oriented service companies who want to be successful in competitive market.