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| Foreign Students Assessment of Quality of Customer Service In Banking Sector of Turkey Case-Study of VakifBank Anadolu University |
Dr. Ramatu Ussif, Dr. Kasim Salifu, Abdul Aziz Ussif
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Abstract:
The financial sector in Turkey has experienced some growth over the past decades. This has resulted in an increase in competition among banks in the industry as each of the banks tries to capture some portion or greater market share. Competitive advantage is earned by banks when there is innovation in products and services that reflects the customer's expectation. This study examines the quality of customer service delivery of the Vakif Bank Anadolu University branch and also investigates the level of foreign students' customer satisfaction with the bank's products/services. The research employed a cross-sectional research design and mixed research methods. Primary and secondary data were used. The primary data was collected from 100 foreign students of Anadolu University Vakif Bank customers with a questionnaire and the students were selected randomly and conveniently while the data was analyzed using descriptive statistics. Again, 5 staffs of the bank were interview using an interview guide and were analyzed using thematic analysis. The study found out that, delivering of excellent and quality service to customers is a winning strategy that resulted in new customers, retaining existing customers, potential customers, higher customers' loyalty, customers' word of mouth advertisement, and much lower customer attrition to the bank. We recommend that Vakif banks should understand the foreign students' customers' needs & wants, consider the language challenges by providing some staff who are multilingual and try to increase qualitative products and the satisfaction level of their customers by rendering tailored-made services.
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