Abstract

This paper measures the attitude of banking customers towards complaining and their likelihood to complain when a service failure is experienced at their current and another bank. Insight is also provided into the service recovery responses customers consider appropriate when a service failure is experienced. The target population included individuals in the Gauteng Province of South Africa who hold a bank account in their personal capacity. An interviewer-administered survey was used to collect data using non-probability quota sampling based upon population group and gender. A demographic profile of respondents, as well as the findings in terms of the aforementioned constructs and related hypotheses is provided. The study found that respondents have a positive attitude towards complaining, and that they are significantly more likely to voice a complaint when experiencing a service failure at their current bank than at another bank. Significant differences also exist with regard to the individual responses respondents consider appropriate when confronted with a hypothetical service failure experienced at their current bank and another bank.

Key words: Services marketing, South Africa, banking, complaining, attitude, likelihood to complain, service failure, service recovery responses.