Abstract
The study investigated the effects of bank customers’ complaints handling on customers satisfaction in the selected Banks in Enugu – Nigeria. Survey method with the aid of questionnaire was used to elicit relevant data from a sample of 357 respondents within the area of the study. Data obtained were presented and analysed using statistical package for social science (SPSS) version 23. The hypotheses for the study were tested and findings showed that Banks responsiveness to complaints by customers, service guarantee and recovery has significant and positive effect on bank customers’ satisfaction. It was therefore concluded that service complaints resolutions significantly effect customers’ satisfaction positively. The study recommended that organization should exert quick response to customers’ complaint, engage in effective guarantee and service recovery to build customers confidence, satisfaction, trust and gain their patronage and loyalty. Keywords: Effects, complaint Handling, responsiveness, guarantee, Service recovery, satisfaction DOI: 10.7176/JMCR/67-05 Publication date: April 30 th 2020
Highlights
Customers’ satisfaction is enhanced when their complaints are properly handled
Uppal (2010) posited that customer complaint arises due to the attitudinal aspects that deals with customers and inadequacy of the arrangement made available to customers or gap standards of services expected and actual services rendered
Customers who complain should be seen as partners with the services providers and their complaints should be seen as a tool to improve the services quality, customers’ satisfaction and profitability of the organization
Summary
Customers’ satisfaction is enhanced when their complaints are properly handled. Every business activity that wishes to succeed should aim at customer satisfaction. Service oriented organizations provide services which are intangible, as a result; listening and handling the customers Complaints is one of the efficient ways of satisfying them. The failure of service organization to provide service quality required by the customers leads to customers’ complaints. The customer has the right to register his complaints if he is not satisfied with the service provided by servicebased organizations like the banks. Customers who complain should be seen as partners with the services providers and their complaints should be seen as a tool to improve the services quality, customers’ satisfaction and profitability of the organization. Customers’ Complaint provide an opportunity to learn about what customers want from a service, promoting the serving organization to device means of redress. Rai (2013), reported that service quality has been related to customer satisfaction and loyalty. Lovelock and Wirtz (2011) as quoted in Ganesh and Haslinda (2014), reported that the terms “quality” and “satisfaction” are used interchangeably, and some researchers believe that perceived service quality is just one component of customer satisfaction, which reflects an individual’s personal and situational factors
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