Customer Complaints about E-Commerce Sites: Content Analysis

Year 2018, Volume: 10 , 238 - 243, 12.09.2018

Merve Turkmen Barutcu Burcak Basak

Abstract

The number of ınternet users who are
online shopping day by day increases. The development of the Internet has
enable a more effıcıent means for consumers to gather product information,
compare prices, and make purchases at any time and from anywhere. Growth in
e-commerce volume suggests the need for an increase of investigations into
online complaint activity. The Web-based consumer opinion platforms enable
customers to share their opinions on and experiences with, goods and services
with a other consumers. The purpose of this paper is to identify the dimensions
of customers' e-complaints behavior towards e-commerce sites, and determine the
rate of e-commerce sites’ managements respondency to these complaints. The data
obtained from one of the most popular Turkish e-complaint sites
“Sikayetvar.com”. In total, 6 e-commerce sites with highest complaint rates
were selected as cases of the study. The consumer complaints from these
e-commerce sites were analyzed through a qualitative content analysis. 26
January 2018 and 2017 were selected as the timespan for the complaint research.
We chose 6 e-commerce sites, and we took 50 complaints from every group, a
total of 300 consumer complaints for the analysis. The results indicated that,
the subjects that the consumers most complain about have been identified as
defective products, product return, refund, and behavior of call center
employees. The most prominent problems with regard to order processing are
observed as cancellation of order and non-delivery related issues.

Keywords

E-Commerce, Consumer complaints behavior, Content analysis

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