Tüketici Şikayetlerinin Değerlendirilmesi: MAXQDA 2020 Veri Analiz Programı Kullanılarak Yapılan Bir Vaka Çalışması

Yıl 2024, , 266 - 289, 25.03.2024

Mahmut Koçan , Emel Yıldız

https://doi.org/10.18074/ckuiibfd.1318853

Öz

Bu vaka çalışması, sikayetvar.com web sitesinde Trendyol markası hakkında yayınlanan şikayetlerin sayısını ve tüketici memnuniyet düzeylerini incelemektedir. Bu araştırma, MAXQDA 2020 veri analizi yazılımı aracılığıyla elektronik şikayetlerin içeriğini analiz etme ve bunları kategorize etme yaklaşımını sunmaktadır. Sonuçlar, düşük ticaret hacmine sahip az bilinen markaların yüksek memnuniyet seviyelerine ve az sayıda şikayete sahip olduğu, yüksek ticaret hacmine sahip tanınmış markaların ise yüksek şikayet ve düşük memnuniyet seviyelerine sahip olduğunu gözlemleyen yayınlanmış araştırmalarla uyumludur. Tüketici memnuniyetsizliği ve olumsuz marka imajı kategorileri şikayetlerin %54,76'sını oluşturmaktadır. Ayrıca, tedarik ve kargo sorunlarının tüketici memnuniyetsizliğine neden olduğu ve tüketici memnuniyetsizliğinin marka imajını olumsuz etkileyebileceği sonucuna varılmıştır. Bu bağlamda markaya yönelik sitem ve güvensizlik azaldığında markanın tüketici temelli marka değeri artabilir. İleriye dönük çalışmalarda diğer elektronik ticaret şirketlerinin şikayetleri de incelenerek, kodlara ilişkin haritaları oluşturulabilir, karşılaştırılabilir ve kısmen birleştirilerek kanonik bir tema, kod ve örnek ifadeler üretilmeye çalışılabilir.

Anahtar Kelimeler

Kod Haritası, İçerik Analizi, Şikayet, Elektronik Ticaret

Evaluation of Consumer Complaints: A Case Study Using MAXQDA 2020 Data Analysis Software

Öz

This case study examines consumer satisfaction levels and the number of complaints about the Trendyol brand posted on the sikayetvar.com website. This research presents the approach to analyzing the content of electronic complaints and categorizing them via the MAXQDA 2020 data analysis software. The results concur with published research that has observed that the lesser-known brands with low trade volume have high satisfaction levels and a small number of complaints, while well-known brands with high trade volume have high complaints and low satisfaction levels. Consumer dissatisfaction and negative brand image categories account for 54.76% of the complaints. In addition, it has been concluded that supply and cargo problems cause consumer dissatisfaction, and consumer dissatisfaction can negatively affect the brand image. In this context, the consumer-based equity of the brand may increase when the reproach and distrust of the brand decrease. Complaints of other electronic commerce companies can be also examined in prospective studies and their code-related maps can be created, compared, and partially combined in working towards producing a canonical theme, code, and exemplary expressions.

Anahtar Kelimeler

Code Map, Content Analysis, Complaint, Electronic Commerce

Kaynakça

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