Artıbilim Adana Alparslan Türkeş Bilim ve Teknoloji Üniversitesi Sosyal Bilimler Dergisi

Yazarlar: Tufan ÖZSOY

Konular:Sosyal

Anahtar Kelimeler:Consumer complaints,Satisfaction,Consumer protection,Deception,Misleading

Özet: Marketing is a cycle that starts before production, does not end with sales, continues with the after-sales process where customer feedback is deliver to the production phase. It is vital for businesses to understand the expectations of their current customers and potential customers to develop successful marketing strategies. For this, it is necessary to be able to detect the dissatisfaction of existing customers and to be able to read them well. The situation that offers this important opportunity to businesses is referred to as "customer complaints". The condition where the customers do not complain despite their dissatisfaction, will prevent business from becoming aware of a negative consumer experience and efforting to eliminate the situation that causes dissatisfaction. In this context, complaints should be evaluated as an important source for the development of short and long term marketing strategies for the business, not as a situation against the business. In this study, has been taken into account consumer complaints addressed to three businesses who are operating in Turkey and representing almost all the number of subscribers and the revenue of telecommunications market. 600 complaints collected from the website called Şikayetvar were examined, and the complaints were defined under main categories. Afterwards, some complaints, which can be an example for each category, were included. The research tried to give a basic statistical summary of the situation based on the assumption that the claims in consumer complaints are correct. In addition, considering all the complaints examined, the main problems observed were expressed and some suggestions that were thought to serve to solve these problems were included.

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