A Qualitative Research on Online Complaints

Yıl 2022, Cilt: 9 Sayı: 17, 391 - 410, 31.12.2022

Nurcan Yılmaz , Özgür Kılınç , Ozan Kocabaş

https://doi.org/10.56133/intermedia.1182410

Cited By: 1

Öz

Customers intensely voice their complaints about product/service dissatisfaction online and
offline. For organisations, these complaints provide an opportunity to strengthen their
relations with customers. Organisations strengthen both their product/service content, their
interactions, ties with their stakeholders by evaluating and resolving the complaints addressed
to them. Listening to customers and providing answers during the complaint management
process will also positively affect the organisational reputation. In order to ensure customer
loyalty, maintain the positive relationship with the stakeholders or change the negative
relationship complaint management process should be taken into consideration by the

organisations. The purpose of the study is to evaluate the complaints on the website
sikayetvar.com and to analyse the prominent themes in these complaints. The complaints
against the two companies operating in the e-commerce and transportation sectors and with
the highest number of complaints were analysed through the MAXQDA 2020 program based
on the document analysis technique. According to the results of the research, the themes such
as “product or service problems”, “technical problems”, “customer services”, “failure to
delivery of the cargo to the receiver”, “delivery problems” and “not paying attention to the
cargo” became prominent. In both sectors, it was determined that women reported more
complaints than men.

Anahtar Kelimeler

Complaint Management, Electronic Word of Mouth, Document Analysis Technique, Case Study Research, MAXQDA

Çevrim İçi Şikâyetler Üzerine Nitel Bir Araştırma

Öz

Müşteriler ürün/hizmet memnuniyetsizliğine yönelik şikâyetlerini çevrim içi ve çevrim dışı olarak yoğun bir şekilde dile getirmektedir. Kurumlar açısından söz konusu şikâyetler müşteriler ile olan ilişkilerini pekiştirme yönünde bir fırsat sunmaktadır. Başka bir deyişle kurumlar kendilerine yöneltilen şikâyetleri değerlendirerek ve çözüme kavuşturarak hem ürün/hizmet içeriklerini hem de paydaşları ile olan etkileşimlerini ve bağlarını güçlendirmektedir. Şikâyet yönetimi sürecinde müşterileri dinlemek ve müşterilere çözümler sunmak kurum itibarını olumlu bir şekilde etkileyecektir. Müşteri sadakatini sağlamak, paydaşlar ile olan olumlu ilişkiyi sürekli kılmak ya da olumsuz ilişkiyi değiştirebilmek adına şikâyet yönetimi süreci kurumlar açısından dikkate alınması gereken bir süreçtir. Bu kapsamda çalışmanın amacı sikayetvar.com sitesindeki şikâyetleri değerlendirmek ve bu şikâyetlerde öne çıkan temaları incelemektir. Bahsi geçen amaç doğrultusunda e-ticaret ile taşımacılık sektörlerinde faaliyet gösteren ve şikâyet sayısı en fazla olan kurumlardan iki kuruma yönelik şikâyetler doküman analizi tekniğinden hareketle MAXQDA 2020 programı aracılığı ile incelenmiştir. Araştırma sonuçlarına göre incelenen sektörlerde “ürün ya da hizmet sorunları”, “teknik sorunlar”, “müşteri hizmetleri”, “kargonun alıcıya teslim edilmemesi”, “dağıtım sorunları” ve “kargoya özen gösterilmemesi” gibi temalar ön plana çıkmıştır. Her iki sektörde de kadınların erkeklere kıyasla daha fazla sayıda şikâyet bildiriminde bulundukları belirlenmiştir.

Anahtar Kelimeler

Şikâyet Yönetimi, Elektronik Ağızdan Ağıza İletişim, Doküman Analizi Tekniği, Durum Çalışması Araştırması, MAXQDA

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