A comparative study of complaint behavior of loyal customers versus first customers

Abstract

The article aims to conduct a comparative study of complaint behavior of loyal versus first customers of the different branches of RefahKargaran Bank in Tabriz-Iran as a service-giving organization. In order to collect data, we have used a questionnaire, the validity of which has been confirmed through the use of factor analysis as well as obtaining the approval of the experts. The statistical population includes all the customers of RefahKargaran Bank in Tabriz, from among whom 384 people have been selected by random sampling technique. Mann-Whitney-U test and Kruskal-Wallis test have been used for data analysis. The findings indicate that there is a difference between the complaint behavior of loyal customers and first customers. In addition, the personal complaint measures as well as company change behavior of loyal customers and first customers are different. Moreover, the results of the study show that there is not a significant difference between the loyal customers and first customers regarding public complaint measures or no-action measures.