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

Yıl 2024, Cilt: 14 Sayı: 1, 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

• Akay, B., & Türkay, O. (2014). Analysis of the customer complaints against car rental companies. Electronic Journal of Vocational Colleges, 4(4), 138-146.
• Alabay, M. N. (2012). Customer complaint management. Int. Journal of Management Economics and Business, 8(16), 137-157.
• Alrawadieh, Z., & Law, R. (2019). Determinants of hotel guests’ satisfaction from the perspective of online hotel reviewers. International Journal of Culture, Tourism and Hospitalıty Research, 13(1), 84-97.
• Anggraini, R. I., Shalihati, F., Bachtiar, M., & Suhendi. (2020). Communication strategy in handling customer complaints in PDAM tirta pakuan bogor. Business Review and Case Studies, 1(1), 32-41. https://doi.org/10.17358/brcs.1.1.32
• Apaydın, F. (2020). Customer complaint management. Ankara: Nobel Academic Publishing.
• Arpacı, Ö., Uğurlu, K., & Batman, O. (2015). A research on customers’ complaints towards halal hotel concept establishments. Bartın University Journal of Faculty of Economics and Administrative Sciences, 6(11), 181-198.
• Aslan, S., Tosun, N., & Arslan Kurtuluş, S. (2019). A content analysis for complaints related to child-friendly hotels. Journal of Business Science (JOBS), 7(2), 451-475. https://doi.org/10.22139/jobs.492839
• Au, N., Buhalis, D., & Law, R. (2009, January). Complaints on the online environment-The case of Hong Kong hotels. In: Höpken W., Gretzel U., Law R. (eds) Information and Communication Technologies in Tourism, (pp. 73-85). https://doi.org/10.1007/978-3-211-93971-0_7
• Avcı, E., & Doğan, S. (2018). What do E-complaints tell about tourist guides? Journal of Travel and Hospitality Management, 15(1), 133-148.
• Aylan, S., Arpacı, Ö., & Celiloğlu, F. K. (2016). A research on e-complaints towards thermal hotels from an internet complaint forum. Çankırı Karatekin University Journal of Institute of Social Sciences, 7(1), 49-68.
• Baltacı, A. (2019). The qualitative research process: How to conduct a qualitative research? Journal of Ahi Evran University Institute of Social Sciences, 5(2), 368-388. https://doi.org/10.31592/aeusbed.598299
• Barlow, J. & Moller, C. (1996). A complaint is a gift: Using customer feedback as a strategic tool. San Francisco: Barrett-Koehler Publishers.
• Bell, S. J., Mengüç, B., & Stefani, S. L. (2004). When customers disappoint: A model of relational internal marketing and customer complaints. Journal of the Academy of Marketing Science, 32(2), 112-126. https://doi.org/10.1177/0092070303261467
• Bhattacherjee, A. (2001a). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32, 201–214. https://doi.org/10.1016/S0167-9236(01)00111-7
• Bhattacherjee, A. (2001b). Understanding information systems continuance: An expectation-confirmation model. Management Information Systems Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
• Bozpolat, C., & Çopur, F. (2021). Analyzing bank customers' e-complaints over the complaint forum site. Journal of Business Research-TURK, 13(3), 2056-2071. https://doi.org/10.20491/isarder.2021.1246
• Burucuoğlu, M., & Erdoğan Yazar, E. (2020). Content analysis of customer complaints to cargo companies in a third party platform. The International Journal of Economic and Social Research, 16(1), 99-114.
• Cevher, E. (2016). An investigation of the complaints made towards the universities in terms of the service quality. Journal of Yasar University, 11(43), 163-171.
• Chen, Y-F., Law, R., & Yan, K. K. (2022). Negative eWOM management: How do hotels turn challenges into opportunities? Journal of Quality Assurance in Hospıtality & Tourism, 23(3), 692-715. https://doi.org/10.1080/1528008X.2021.1911729
• Cho, Y., Im, I., Hiltz, R., & Fjermestad, J. (2002, January). An analysis of online customer complaints: Implications for web complaint management. In R. H. Sprague (Ed.), Proceedings of the 35th Annual Hawaii International Conference on System Sciences, (HICSS 2002) (pp. 2308-2317). IEEE Computer Society. https://doi.org/10.1109/HICSS.2002.994162
• Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504.
• Çekici, V. & Yüregir, O. H. (2020). Investigation and analysis of customer complaints handling system of the companies in Turkey. Çukurova University Journal of the Faculty of Engineering and Architecture, 35(3), 753-768. https://doi.org/10.21605/cukurovaummfd.846733
• Çetin Gürkan, G., & Dönmez Polat, D. (2014). A qualitative analysis on complaints about resort accomodation enterprises operating in aegean and mediterranean region. Journal of Travel and Hospitality Management, 11(2), 45-61.
• Çimenci, M., & Yazıcı Ayyıldız, A. (2021). The analysis of e-complaints directed to four-star and five-star thermal hotels in Pamukkale, Journal of Turkish Tourism Research, 5(3), 1945-1960. https://doi.org/10.26677/TR1010.2021.828
• Çolakoğlu, O. E., Çulha, O., & Efendi, E. (2009, October). A content analysis on customer e-complaints regarding package tour complaints. 10. National Tourism Congress, (pp. 1401-1416).
• Çulha, O., Hacıoğlu, G., & Kurt, G. (2009). A content analysis of hotel customers’ e-complaints. Journal of Travel and Hotel Management, 6(4), 42-48.
• Datareportal (2021, September 18). Digital 2020: Global digital overview. https://datareportal.com/reports/digital-2020-global-digital-overview
• Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. ACR North American Advances, 496-499.
• Dinçer, M. Z., & Alrawadieh, Z. (2017). Negative word of mouse in the hotel industry: A content analysis of online reviews on luxury hotels in Jordan, Journal of Hospitality Marketing & Management, 26(8), 785-804. https://doi.org/10.1080/19368623.2017.1320258
• Durna, E. C., & Taşçıoğlu Baysal, H. (2021). Examining visitors’ comments and complaints against hotel businesses: The example of the world’s first robotic hotel “Henn na Hotel”. Journal of Tourism and Business Sciences, 1(2), 85-102.
• Efendi, M. (2021). Small-scale accommodation facilities in Çeşme; Covid-19 process and the investigation of e-complaints. Journal of Turkish Tourism Research, 5(1), 103-118. https://doi.org/10.26677/TR1010.2021.654
• Erickson, G. S., & Eckrich, D. W. (2001). Consumer affairs responses to unsolicited customer compliments. Journal of Marketing Management, 17(3-4), 321-340. https://doi.org/10.1362/0267257012652078
• Ertemel, A. V., & Çudin, D. (2018). Factors affecting intention of smartphone users’ paid application purchase. Istanbul Commerce University Journal of Social Sciences, 33(1), 153-171.
• Fan, Y-W., Miao, Y-F., & Wu, S-C. (2013). Customer complaints and service policy in electronic commerce. S.Afr.J.Bus.Manage., 44(3), 15-19.
• Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1–14. https://doi.org/10.1016/j.im.2005.01.002
• Fornell, C., & Wernerfelt, B. (1987). Defensive marketing strategy by customer complaint management: A theoretical analysis. Journal of Marketing Research, 24(4), 337-346.
• Garver, M.S. (2001). Listening to customers. American Journal of Business, 16(2), 41-54. https://doi.org/10.1108/19355181200100011
• Güven, H. (2020). Investigation of customer complaints directed to e-commerce sites in Covid-19 process. Turkish Studies, 15(4), 511-530. https://dx.doi.org/10.7827/TurkishStudies.44354
• Hansen, T., Wilke, R. & Zaichkowsky, J. (2010). Managing consumer complaints: Differences and similarities among heterogeneous retailers. International Journal of Retail & Distribution Management, 38(1), 6-23. https://doi.org/10.1108/09590551011016304
• Heung, V.C.S. & Lam, T. (2003). Customer complaint behaviour towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15(5), 283-289. https://doi.org/10.1108/09596110310482209
• Hsieh H-F., & Shannon, E.S. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277-1288. https://doi.org/10.1177/1049732305276687.
• Hu, M., Rabinovich, E., & Hou, H. (2015). Customers complaints in online shoppıng: The role of signal credibility. Journal of Electronic Commerce Research, 16(2), 95-108.
• Johnen, M., & Schnittka, O. (2019). When pushing back is good: The effectiveness of brand responses to social media complaints. Journal of the Academy of Marketing Science, 47, 858-878. https://doi.org/10.1007/s11747-019-00661-x
• Joung, J., Jung, K., Ko, S., & Kim, K. (2019). Customer complaints analysis using text mining and outcome-driven innovation method for market-oriented product development. Sustainability, 11(1), 1-14. https://doi.org/10.3390/su11010040
• Kanlı, K. (2019). Examınation of e-complaints with content analysis for tourist guides. Journal of Tour Guiding (JOTOG), 2(1), 10-17.
• Kayabaşı, A. (2010). analysis of customer complaints and a field research on the logistics in electronic (online) shopping. Journal of Business Research-TURK, 2(2), 21-42.
• Keskin, G., Bilgiç, M. Y., & Yazıcı Ayyıldız, A. (2021, June-July). Investigating e-complaints against hotel establishments in the Covid-19 pandemic period. 25th Marketing Congress, (pp. 1-12).
• Kim, J., & Boo, S. (2011). Influencing factors on customers' intention to complain in a franchise restaurant. Journal of Hospitality Marketing & Management, 20(2), 217-237. https://doi.org/10.1080/19368623.2010.514559
• Kim, D. J., Ferrin, D. L., & Rao, R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, 20, 237-257. https://doi.org/10.1287/isre.1080.0188
• Kotler, P., & Armstrong, G. (2018). Principles of marketing (Translated by E. Gegez). İstanbul: Beta.
• Kozak, M. (2007). Consumers’ intentions to report their complaints in the tourism industry. Journal of Management and Economics, 14(1). 137-151.
• Kutluk, A., & Arpacı, Ö. (2016). Investigation of e-complaints with grounded theory and content analysis towards travel agencies in the context of e-wom. Balıkesir University The Journal of Social Sciences Institute, 19(35), 367-386. https://doi.org/10.31795/baunsobed.645303
• Kütük, A. (2021). E-customer satisfaction in digital travel ıntermediaries and a content analysis intended for e-complaints. Journal of Turkish Tourism Research, 5(1), 407-421. https://doi.org/10.26677/TR1010.2021.671
• Lertputtarak, S., & Samokhin, D. (2017). Customer complaints about four star hotels in Pattaya, Thailand. e-Review of Tourism Research (eRTR), 14(5/6), 214-240.
• Mancı, A. R., & Tengilimoğlu, E. (2021). Content analysis of online negative comments associated with accommodation companies in Sanliurfa. Journal of Tourism and Gastronomy Studies, 9(2), 1123-1148. https://doi.org/10.21325/jotags.2021.832
• MAXQDA (2023, February 20). Key Features of MAXQDA. https://www.maxqda.com/tr
• Mutlubaş, I. (2021). Online customer complaints regarding hotel businesses: Expectation management and behavioral intention assessment [Unpublished PhD thesis]. Necmettin Erbakan University.
• Nazlı, M. (2020). Tourists’ e-complaints about online travel agencies. Saffron Journal of Culture and Tourısm Researches, 3(1), 99-111.
• Ögçe, H. (2020). Image of city: A case study on historic peninsula of Istanbul [Unpublished master thesis]. Düzce University.
• Ögçe, H., & Demir, Z. (2020). Evaluating the city image of Istanbul historic peninsula through academicians’ perspective. Chinese Journal of Urban and Environmental Studies, 8(3), 1-16. https://doi.org/10.1142/S2345748120500165
• Özer Sarı, F. Ö., Alikılıç, Ö. & Onat, F. (2013). E-complaining: Analysis of lodging customers’ e-complaints from a Turkish internet website. International Conference on Information, Business and Education Technology, 561-565. https://doi.org/10.2991/icibet.2013.183
• Özsoy, T. (2021). Consumer complaints toward service providers of telecommunications sector in Turkey: Problems and solution suggestions. ARTIBILIM Adana Alparslan Türkeş Science and Technology University Journal of Social Science, 4(1), 1-19.
• Pajo, A., & Selvi, M. S. (2019). Analysis of complaints about smart phones: sikayetvar.com website example. Electronic Journal of Vocational Colleges (Ejovoc), 9(1) , 34-43.
• Sanes, C. (1993). Complaints are hidden treasures. The Journal for Quality and Participation, 16(5), 78-83.
• Sarıdaldı, E., & Sevim, Ş. (2009). Evaluation of customer complaint management performance: An application in 3rd regional directorate of TCDD. Balıkesir University Journal of Social Sciences Institute, 12(22), 110-126.
• Schwab, P-N. (2015). Online complaint handling practices: Company strategies and their effects upon post-complaint satisfaction. Working Papers CEB 15-005, Universite Libre de Bruxelles.
• Seggie, F. N. & Bayyurt, Y. (2017). Qualitative research methods, techniques, analysis and approaches. Ankara: ANI publishing.
• Selvi, M. S., Yıldırım Saçılık, M., Çevik, S., & Cavlak, N. (2012). A content analysis regarding the consumer complaints about timeshare systems. Journal of Tourism and Research, 2(2), 15-35.
• Singh, J., & Widing, R. E. (1991). What occurs once consumers complain? A theoretical model for understanding satisfaction/dissatisfaction outcomes of complaint responses. European Journal of Marketing, 25(5), 30-46. https://doi.org/10.1108/03090569110140489
• Singh, J., & Wilkes, R. E. (1996). When consumers complain: A path analysis of the key antecedents of consumer complaint response estimates. Journal of the Academy of Marketing Science, 24(4), 350-365. https://doi.org/10.1177/0092070396244006
• Su, W-Y., & Bowen, J. T. (2001). Restaurant customer complaint behavior. Journal of Restaurant&Foodservice Marketing, 4(2), 35-65. https://doi.org/10.1300/J061v04n02_03
• Sürücü, Ö. A., Kıroğlu, H. S., Kargiglioğlu, Ş., & Karaçağa, S. (2017, April). Evaluating halal tourism and islamic sensitivies: Halal hotels. 1th International Halal Tourism Congress Proceedings Books, (pp. 995-1006).
• Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35. https://doi.org/10.1177/009207030102900102
• Şahin, B., Kazoğlu, İ. H., & Sönmez, B. (2017). The research of the complaints on the travel sites for accommodation businesses: An example of Bishkek. MANAS Journal of Social Studies, 6(5), 163-177.
• Şahin Perçin, N., & Yiğit, S. (2020). Evaluation of e-complaints about food and beverage enterprises in tripadvisor: The case of cappadocia region. Journal of Tourism and Gastronomy Studies, 8(4), 2985-3001. https://doi.org/10.21325/jotags.2020.747
• ŞikayetVar (2019, December 17-18). ŞikayetVar Website. https://www.sikayetvar.com
• ŞikayetVar (2020, November 06). ŞikayetVar Website. https://www.sikayetvar.com/hakkimizda
• Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76. https://doi.org/10.2307/1252161
• Tehci, A., & Ersoy, Y. (2020). Investigation of digital retail consumer complaints in the food industry during COVID-19: Market chain example of Turkey. The Journal of International Scientific Researches, 5(AI), 22-27. https://doi.org/10.23834/isrjournal.814543
• Thong, J. Y. L., Hong, S-J., & Tam, K. Y. (2006). The effects of post-adoption beliefs on the expectation-confirmation model for information technology continuance. Internetional Journal of Human-Computer Studies, 64, 799-810. https://doi.org/10.1016/j.ijhcs.2006.05.001
• Tokay Argan, M., & Arıcı, A. (2019). E-complaint in health communication: A study on patients and patients’ relatives on sikayetvar.com. The Journal of Akdeniz University's Faculty of Communication, 31, 339-355. https://doi.org/10.31123/akil.533612
• Trendyol (2023, February 18). Who we are. https://www.trendyol.com/whoweare
• Turkmen Barutcu, M., & Basak, B. (2018, April-May). Customer complaints about e-commerce sites: Content analysis. International Conference on Research in Education and Science, (pp. 238-243). ICRES.
• TÜBİSAD (2021, October 10). E-commerce 2019 market size in Turkey. https://www.tubisad.org.tr/tr/images/pdf/tubisad_eticaret_2019_pazar_buyuklugu_raporu.pdf
• Unur, K., Çakıcı, C., & Taştan, H. (2010). Customer complaints on package tours and a research on the frequency of the complaints faced by the travel agents. Journal of Çukurova University Institute of Social Sciences, 19(3), 391-408.
• Uzun, M., & Aygün Özgöz, A. (2022). Effect of customer complaint management on customer satisfaction. 19 May Journal of Social Sciences, 3(3), 231-249. https://doi.org/10.52835/19maysbd.1067740
• Vasquez, C. (2011). Complaints online: The case of TripAdvisor. Journal of Pragmatics, 43, 1707-1717. http://dx.doi.org/10.1016/j.pragma.2010.11.007
• Wu, I-L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33, 166-176. http://dx.doi.org/10.1016/j.ijinfomgt.2012.09.001
• Wu, J., & Zhao, N. (2023). What consumer complaints should hoteliers prioritize? Analysis of online reviews under different market segments. Journal of Hospıtality Marketıng & Management, 32(1), 1-28. https://doi.org/10.1080/19368623.2022.2119187
• Yanar Gürce, M., & Tosun, P. (2017). Consumer complaints about shipment services: A content analysis. Journal of Business Research-TURK, 9(3), 177-196. https://doi.org/10.20491/isarder.2017.294
• Zheng, T., Youn, H., & Kincaid, C. S. (2009). An analysis of customers' e-complaints for luxury resort properties. Journal of Hospitality Marketing& Management, 18(7), 718-729. https://doi.org/10.1080/19368620903170240