Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives

Eren Temel

doi:10.16951/trendbusecon.1959160

TR EN

Satın Alma Sonrası Duygusal Çöküş: Çevrimiçi Tüketici Şikâyet Anlatılarının LLM Destekli Analizi

Abstract

Çevrimiçi alışveriş ortamları güven, yanıt verebilirlik, hız ve kişiselleştirme ile şekillenen etkileşimleri içermektedir. Satın alma sonrası hizmet başarısızlıklarında tüketici tepkileri yalnızca memnuniyetsizlikle sınırlı değildir; pişmanlık, hayal kırıklığı, tükenmişlik, algılanan ihanet ve güven erozyonu gibi kümülatif duygusal bozulmalara yol açabilmektedir. Mevcut hizmet başarısızlığı ve şikâyet davranışı literatürüne rağmen, birikimli duygusal kırılmalar sınırlı biçimde ele alınmıştır. Bu boşluktan hareketle çalışma, satın alma sonrası duygusal çöküş (post-purchase emotional collapse, PPEC) kavramını geliştirmektedir. PPEC, temas noktalarında tekrarlayan hizmet başarısızlıkları ve çözümlenmemiş olumsuz deneyimlerin birikimiyle ortaya çıkan kümülatif duygusal çöküş olarak tanımlanmaktadır. Nitel içerik analizi tasarımında, sikayetvar.com’dan elde edilen 1,000 tüketici şikâyeti LLM destekli duygusal kodlama, temas noktası belirleme, metafor analizi ve anlatı sınıflandırması ile, alt örneklemde insan doğrulaması ile analiz edilmiştir. Bulgular, teslimat sorunlarının en sık kodlanan kopuş noktası; öfke, hayal kırıklığı ve pişmanlığın ise en sık kodlanan birincil duygular olduğunu düşündürmektedir. Anlatılarda aldatılma, mücadele ve yıkım metaforları öne çıkmakta; bunlar kümülatif duygusal bozulma yorumuyla uyumlu görünmektedir. Çalışma, PPEC kavramını literatüre kazandırmakta ve LLM destekli nitel analiz yönteminin potansiyelini ve sınırlılıklarını tartışmaktadır. Ayrıca duygusal olarak duyarlı şikâyet yönetimi açısından yönetsel katkılar sunmaktadır.

Keywords

Satın Alma Sonrası Duygusal Çöküş, Çevrimiçi Tüketici Şikâyetleri, Büyük Dil Modeli, Nitel Analiz, Müşteri Deneyimi

Ethical Statement

Bu çalışma, kamuya açık çevrimiçi şikâyet metinlerinin analizine dayanmakta olup katılımcılardan veri toplanmamıştır; bu nedenle etik kurul onayı gerektirmediği değerlendirilmiştir.

Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives

Abstract

Online shopping environments involve interactions shaped by trust, responsiveness, speed, and personalization. When post-purchase service failures occur, customer reactions may extend beyond dissatisfaction to cumulative emotional disruption, including regret, frustration, exhaustion, perceived betrayal, and trust erosion. Despite extensive research on service failure and complaint behavior, limited attention has been given to progressive emotional breakdowns across digital consumption journeys. Addressing this gap, the study introduces post-purchase emotional collapse (PPEC), defined as a cumulative emotional breakdown resulting from repeated service failures and unresolved negative experiences across customer touchpoints. Using a qualitative content analysis design, the study analyzes 1,000 consumer complaints from sikayetvar.com via Large Language Model (LLM)-assisted emotional coding, touchpoint identification, metaphor analysis, and narrative classification, with human validation on a subsample. Findings suggest delivery failures as the most frequently coded rupture point, with anger, disappointment, and regret as the most frequently coded primary emotions. Complaint narratives include metaphors of deception, battle, and destruction, which are compatible with a reading of cumulative deterioration. The study contributes by conceptualizing PPEC and illustrating the potential and the limits of LLM-assisted qualitative analysis in consumer research; it also offers managerial implications for emotionally responsive complaint management systems.

Keywords

Post-Purchase Emotional Collapse, Online Consumer Complaints, Large Language Models, Qualitative Analysis, Customer Experience

Ethical Statement

The study analyzes publicly available online complaint texts and collected no data from participants; it was therefore assessed as not requiring ethics committee approval.

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Details

Primary Language

English

Subjects

Artificial Intelligence (Other), Digital Marketing, Customer Relationship Management, Marketing Management, Consumer Behaviour

Journal Section

Research Article

Authors

Eren Temel ^*
0000-0003-1938-4836
Türkiye

Publication Date

October 15, 2026

Submission Date

May 26, 2026

Acceptance Date

October 10, 2026

Published in Issue

Year 2026 Volume: 40 Number: 4

DOI

https://doi.org/10.16951/trendbusecon.1959160

IZ

https://izlik.org/JA34RS56TK

APA

Temel, E. (2026). Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives. Trends in Business and Economics, 40(4), 739-761. https://doi.org/10.16951/trendbusecon.1959160

AMA

1.Temel E. Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives. Trend Bus Econ. 2026;40(4):739-761. doi:10.16951/trendbusecon.1959160

Chicago

Temel, Eren. 2026. “Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives”. Trends in Business and Economics 40 (4): 739-61. https://doi.org/10.16951/trendbusecon.1959160.

EndNote

Temel E (October 1, 2026) Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives. Trends in Business and Economics 40 4 739–761.

IEEE

[1]E. Temel, “Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives”, Trend Bus Econ, vol. 40, no. 4, pp. 739–761, Oct. 2026, doi: 10.16951/trendbusecon.1959160.

ISNAD

Temel, Eren. “Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives”. Trends in Business and Economics 40/4 (October 1, 2026): 739-761. https://doi.org/10.16951/trendbusecon.1959160.

JAMA

1.Temel E. Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives. Trend Bus Econ. 2026;40:739–761.

MLA

Temel, Eren. “Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives”. Trends in Business and Economics, vol. 40, no. 4, Oct. 2026, pp. 739-61, doi:10.16951/trendbusecon.1959160.

Vancouver

1.Eren Temel. Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives. Trend Bus Econ. 2026 Oct. 1;40(4):739-61. doi:10.16951/trendbusecon.1959160

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29928

Satın Alma Sonrası Duygusal Çöküş: Çevrimiçi Tüketici Şikâyet Anlatılarının LLM Destekli Analizi

Abstract

Keywords

Ethical Statement

Post-Purchase Emotional Collapse: LLM-Assisted Analysis of Online Consumer Complaint Narratives

Abstract

Keywords

Ethical Statement

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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