Cilt 8 Sayı 5 (2020): Business & Management Studies: An International Journal
Makaleler

BANKACILIK SEKTÖRÜNDEKİ ONLİNE MÜŞTERİ ŞİKAYETLERİNİN METİN MADENCİLİĞİ İLE İNCELENMESİ

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  • Gamze YILDIZ ERDURAN,
  • Fatma LORCU
Gamze YILDIZ ERDURAN
Dr. Öğr. Üyesi, Trakya Üniversitesi
Fatma LORCU
Prof. Dr., Trakya Üniversitesi
Biyografi
DOI: https://doi.org/10.15295/bmij.v8i5.1615

Yayınlanmış 2020-12-25

Anahtar Kelimeler

  • Customer Complaints, Text Mining, Clustering Analysis
  • Müşteri Şikayetleri,
  • Metin Madenciliği,
  • Kümeleme Analizi

Nasıl Atıf Yapılır

YILDIZ ERDURAN, G., & LORCU, F. (2020). BANKACILIK SEKTÖRÜNDEKİ ONLİNE MÜŞTERİ ŞİKAYETLERİNİN METİN MADENCİLİĞİ İLE İNCELENMESİ. Business & Management Studies: An International Journal, 8(5), 3835–3866. https://doi.org/10.15295/bmij.v8i5.1615

Telif Hakkı (c) 2020 Business & Management Studies: An International Journal

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Özet

Bu çalışmanın amacı, müşterilerinin kendi isteğiyle ve ücretsiz olarak sunduğu müşteri şikayetlerinden işletmelere fayda sağlayacak yeni kazanımlar elde etmektir. Bu amaca yönelik olarak çalışmada, Türkiye’de bireysel bankacılık sektöründe faaliyet gösteren bankalara ait 25,390 online müşteri şikayeti veri madenciliği yöntemi ile analiz edilmiştir. Veri madenciliği analizde kümeleme yöntemi kullanılarak; şikayetler gruplandırılmış, şikayetlerin ortak kelimeleri, benzer veya birlikte kullanılan kelimeler belirlenmiştir.

Yapılan analizler sonucunda; müşteri şikayetleri içerisinde en fazla adı geçen bankalar ve müşterilerin en çok şikayetçi oldukları konular belirlenmiştir. Banka müşterilerinin ilgili dönemler dahilinde en fazla şikayet konularının “şube, kredi kartı aidatı, iptal, müşteri hizmetleri, üyelik aidatı” olduğu ortaya çıkmıştır. Ayrıca, banka müşterilerinin memnuniyetsizliklerini ifade ederken “haksız” ve “mağduriyet” kelimelerini kullandığı sonucu elde edilmiştir.

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