MÜSTERİ SİKÂYET YÖNETİMİ PERFORMANSININ DEGERLENDİRİLMESİ: TCDD 3. BÖLGE MÜDÜRLÜGÜ’NDE BİR UYGULAMA

Problem Statement: The increasing competition and developing technology compel the transportation enterprises to manage customer’s complaints. Complaint management is one of the most effective methods for enterprises in the determinations of the insufficiencies in the service quality, determinations of the obstructions preventing customer’s satisfaction, establishing customer’s devotion and management of relation with the customers. There is a extensive research in customer complaint management abroad but the number of similar studies in Turkey is quite limited. Research Aims: The main aim of this study is to evaluate the customer complaint management performance from the customer’s point of view and to implement them within 3rd Regional Directorate of TCDD Method: In the established conceptual framework; the criteria which are used in the evaluation of the customer complaint management performance have been explained, the techniques which are used in the measurement of the performance have been discussed, and the current condition of the customer complaint management in 3rd Regional Directorate of TCDD has been examined. As a result of the survey conducted with 700 passengers; customer complaint management performance has been evaluated by comparing the perceptions and the expectations of the passengers.The obtained data was tried to be evaluated per k-square test analysis. Findings and Results: The reasons for the disability of the customer complaint management to efficiently function have been related and the factors which decrease the customer complaint management performance have been determined. Recommendations: The first of the three most important recommendations is to identify the standards related to each complaint collection tool and to comply with these standards. The second recommendation is to utilize tools such as call centers and sms in the management and to familiarize the employees with the technology due to the fact that “speed” factor is effective in resolving the complaints so as to satisfy the customers. The third recommendation is to determine the services complained by the customers and to prevent the customer loss by accelerating the process of service improvements.