An-Najah University Journal for Research - B (Humanities)

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Abstract

This study aimed at explaining complaining behavior of dissatisfied customers when they are dissatisfied with banking services in Palestine in order to gain better understanding about the reasons why dissatisfied customers do or do not complain so that banks can improve their performance. The factors that affect complaining behavior are as follows: customer’s lack of information as to whom they complain, perceived justice, and expected costs and efforts of complaining. The study also aimed at determining if there is a difference in customers complaining behavior due to any of their demographic and /or situational characteristics. This study was based on four main hypotheses related to the potential effects of the previously mentioned factors on the complaining behavior of dissatisfied customers. The study population included customers of commercial banks working in the West Bank. The study has come up with the following results: - Customers complaining behavior is negatively affected by lack of information as to whom they complain, perceived justice, and the expected costs and efforts of complaining. - There is a significant difference in customers complaining behavior attributed to education level, frequency of bank visits, and type of problem (source of dissatisfaction). But for the other variables (sex, age, income) no significant difference was found. The study has reached some recommendations aiming at increasing the awareness of customers as per complaints and encouraging them to voice their complaints, since these complaints are considered as a source of information to evaluate and develop banks performance.

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This study aimed at explaining complaining behavior of dissatisfied customers when they are dissatisfied with banking services in Palestine in order to gain better understanding about the reasons why dissatisfied customers do or do not complain so that banks can improve their performance. The factors that affect complaining behavior are as follows: customer’s lack of information as to whom they complain, perceived justice, and expected costs and efforts of complaining. The study also aimed at determining if there is a difference in customers complaining behavior due to any of their demographic and /or situational characteristics. This study was based on four main hypotheses related to the potential effects of the previously mentioned factors on the complaining behavior of dissatisfied customers. The study population included customers of commercial banks working in the West Bank. The study has come up with the following results: - Customers complaining behavior is negatively affected by lack of information as to whom they complain, perceived justice, and the expected costs and efforts of complaining. - There is a significant difference in customers complaining behavior attributed to education level, frequency of bank visits, and type of problem (source of dissatisfaction). But for the other variables (sex, age, income) no significant difference was found. The study has reached some recommendations aiming at increasing the awareness of customers as per complaints and encouraging them to voice their complaints, since these complaints are considered as a source of information to evaluate and develop banks performance.