Müşteri şikâyet yönetiminde firmaların performanslarının değerlendirilmesi: Kümeleme analizi incelemesi

Gamze Ödev; Serhat Peker

doi:10.24012/dumf.1126199

Müşteri şikâyet yönetiminde firmaların performanslarının değerlendirilmesi: Kümeleme analizi incelemesi

Öz

Müşteri memnuniyetinde, hizmet ve ürünün kalitesi kadar müşteri şikayetlerinin dikkate alınması ve etkili bir şekilde yönetilmesi de oldukça önemli rol oynar. Günümüzde online ortamlarda şikayet daha fazla tercih edilmektedir. Bu çalışmanın amacı, kümeleme analizini kullanarak internet ortamında firmaların aldığı müşteri şikayetlerini ve bunları yönetim performanslarını değerlendirmektir. Bu amaca yönelik Sikayetvar.com internet sitesinden elde edilen veriler, CRISP-DM (Cross Industry Standard Process for Data Mining; Çapraz Endüstri Veri Madenciliği Standart Süreci) adımları baz alınarak iki aşamalı kümele analizi yöntemiyle analiz edilmiş ve elde edilen firma kümeleri profillenmiştir. Ayrıca elde edilen sonuçlar sektör bazlı olarak değerlendirilmiştir. Bu çalışmada önerilen yaklaşım ile firmalar şikayet yönetim performanslarını tespit edebilecek, diğer firmalar içindeki yerini görebilecek ve bu bağlamda başarılı firma profillerini baz alarak kendilerini geliştirebileceklerdir.

Anahtar Kelimeler

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Gamze Ödev This is me
0000-0003-0608-800X
Türkiye

Serhat Peker ^*
0000-0002-6876-3982
Türkiye

Publication Date

September 30, 2022

Submission Date

June 4, 2022

Acceptance Date

July 6, 2022

Published in Issue

Year 2022 Volume: 13 Number: 3

DOI

https://doi.org/10.24012/dumf.1126199

IZ

https://izlik.org/JA75PR38HU

Cite

RIS / Bibtex

IEEE

[1]G. Ödev and S. Peker, “Müşteri şikâyet yönetiminde firmaların performanslarının değerlendirilmesi: Kümeleme analizi incelemesi”, DUJE, vol. 13, no. 3, pp. 447–456, Sept. 2022, doi: 10.24012/dumf.1126199.