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TÜRKİYE’DE TELEKOMÜNİKASYON SEKTÖRÜ HİZMET SAĞLAYICILARINA İLİŞKİN TÜKETİCİ ŞİKAYETLERİ: SORUNLAR VE ÇÖZÜM ÖNERİLERİ

Year 2021, Volume: 4 Issue: 1, 1 - 19, 30.06.2021

Abstract

Pazarlama üretim öncesi başlayan, satış ile bitmeyen, satış sonrası süreçte devam eden ve müşteri geri bildirimlerinin üretim aşamasına tekrar iletildiği bir döngüdür. İşletmelerin mevcut müşterilerinin ve potansiyel müşterilerinin beklentilerini kavrayabilmesi başarılı pazarlama stratejileri geliştirebilmeleri adına hayati öneme sahiptir. Bunun için de mevcut müşterilerin memnuniyetsizliklerini tespit edebilmesi ve iyi okuyabilmesi gerekmektedir. Bu önemli fırsatı işletmelere sunan durum ise “müşteri şikayetleri” olarak ifade edilmektedir. Müşterilerin bir memnuniyetsizlik yaşamasına rağmen şikâyette bulunmaması, işletmenin; olumsuz bir tüketici deneyiminin farkına varmasını ve memnuniyetsizliğe sebep olan durumu ortadan kaldırması için gayret göstermesini engelleyecektir. Bu bağlamda şikayetlerin işletmenin aleyhine bir durum gibi değil aksine işletme için kısa ve uzun vadeli pazarlama stratejilerinin geliştirilmesinde önemli bir kaynak olarak değerlendirilmesi gerekir. Bu çalışmada Türkiye’de faaliyette bulunan ve pazarın abone sayısı ve gelir bakımından neredeyse tamamını temsil eden üç telekomünikasyon işletmesine yöneltilen tüketici şikayetleri dikkate alınmıştır. Şikayetvar isimli web sitesinden toplanan 600 şikâyet incelenmiş, şikayetler ana kategoriler altında tanımlanmaya çalışılmıştır. Sonrasında her bir kategoriye örnek teşkil edecek şikâyetlere yer verilmiştir. Araştırma tüketici şikayetlerindeki iddiaların doğru olduğu varsayımına dayanarak temel bir istatiksel durum özeti vermeye çalışmıştır. Ayrıca incelenen tüm şikayetler göz önüne alınarak gözlemlenen temel sorunlar ifade edilmiş ve bu sorunların çözümüne hizmet edebileceği düşünülen bazı önerilere yer verilmiştir.

References

  • Arnould, E. J. (2004). Consumers (2nd ed.). USA: McGraw-Hill Companies, Inc. Bailey, D. (1994). Recovery from customer service shortfalls. Managing Service Quality, 4, 25–28. doi: 10.1108=09604529410074126
  • Bennett, R. (1997). Anger, catharsis, and purchasing behavior following aggressive customer complaints. Journal of Consumer Marketing, 14(2), 156–172.
  • Boldgett, J. G., Wakefield, K. L., ve Barnes, J. H. (1995). The effect of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4), 31–42.
  • Broadbridge, A., ve Marshall, J. (1995). Consumer complaint behavior: The case of electrical goods. International Journal of Retail ve Distribution Management, 23(9), 8–18.
  • Bilgi Teknolojileri ve İletişim Kurumu (BTK) (2020), Türkiye Elektronik Haberleşme Sektörü - Üç Aylık Pazar Verileri Raporu, 2020 3.Çeyrek Raporu https://www.btk.gov.tr/uploads/pages/pazar-verileri/uc-aylik-pazar-verileri-2020-3-kurumdisi.pdf
  • Crie, D. (2003). Consumer's complaint behavior. Taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing ve Customer Strategy Management, 11(1), 60–66.
  • Day, R. L. (1977). Extending the concept of consumer satisfaction. Advances in Consumer Research, 4(1), 149–154.
  • Day, R. L,; E. Laird Landon E.L. (1977), "Toward a Theory of Consumer Complaining Behavior," in Consumer and In-dustrial Buying Behavior, A. G. Woodside, J. N. Sheth, and P. D. Bennett, eds. New York: North-Holland, 425-37.
  • East, R. (2000), “Complaining as planned behavior”, Psychology & Marketing, Vol. 17 No. 12, pp. 1077-95.
  • East, R. (1997). Consumer behavior: Advances and applications in marketing. Great Britain: Prentice-Hall Europe.
  • Eccles, G., ve Durand, P. (1998). Complaining customers, service recovery and continuous improvement. Managing Service Quality, 8(1), 68–71.
  • Eklof, J. A., Hackl, P., & Westlund, A. (1999). On measuring interactions between customer satisfaction and financial results. Total Quality Management, 10(4-5), 514-522.
  • Fisher, J. E., Garrett, D. E., Arnold, M. J., ve Ferris, M. E. (1999). Dissatisfied consumers who complain to the better business bureau. Journal of Consumer Marketing, 16(6), 576–589.
  • Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. the Journal of Marketing, 60(4), 7-18.
  • Garland, R. (2002). Estimating customer defection in personal retail banking. International Journal of Bank Marketing, 20(7), 317–324.
  • Gruca, T. S., & Rego, L. L. (2005). Customer satisfaction, cash flow, and shareholder value. Journal of Marketing, 69(3), 1-130.
  • Heung, V. C. S., ve Lam, T. (2003). Customer complaint behavior towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15(5), 283–289.
  • Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of economic Psychology, 22(2), 217-245.
  • Keiningham, T. L., Aksoy, L., Cooil, B., & Andreassen, T. W. (2008). Linking customer loyalty to growth. MIT Sloan Management Review, 4, 51–57.
  • Kim, C., Kim, S., Im, S., ve Shin, C. (2003). The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20(4), 352–371.
  • Kolodinsky, J. (1995). Usefulness of economics in explaining consumer complaints. Journal of Consumer Affairs, 29(1), 29–54.
  • KPMG (2020), Telekomünikasyon-Sektörel Bakış, https://assets.kpmg/content/dam/kpmg/tr/pdf/2020/05/sektorel-bakis-2020-telekomunikasyon.pdf
  • Liu, R.R. (1999), ``Consumer social values and complaint behaviors'', in Brown, S. and Sudhashan, D. (Eds), Enhancing Knowledge Development in Marketing, American Marketing Association, Chicago, IL, Vol. 10, pp. 279-87.
  • Liu, R. R., ve McClure, P. (2001). Recognizing cross-cultural differences in consumer complaint behavior and intentions: An empirical examination. Journal of Consumer Marketing, 18(1), 54–75.
  • Lovelock, C. H. (1991). Service market. Englewood Cliffs, NJ: Prentice-Hall.
  • Mason, J. B., ve Himes, S. H. (1973). An exploratory behavioral and socio-economic profile of consumer action about dissatisfaction with selected house appliances. Journal of Consumer Affairs, 7, 121–127.
  • Michel, S. (2001). Analysing service failures and recoveries: A process approach. International Journal of Service Industry Management, 12(1), 20–33.
  • Morgan, N. A., & Rego, L. L. (2006). The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Science, 25, 426–439. doi: 10.1287=mksc.1050.0180
  • Ndubisi, N. O., ve Tam, A. Y. L. (2004). Complaining behavior and customer defection: Will customers ever leave without a word? IBBC Conference Proceeding (964–972).
  • Nyer, P. U. (2000). An investigation into whether complaining can cause increased consumer satisfaction. Journal of Consumer Marketing, 17(1), 9–19.
  • Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57, 25–48.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58, 111–124.
  • Reichheld, F. F., & Sasser, W. E., Jr. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68, 105–111.
  • Richins, M. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68–78. Roland, R. T., ve Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215.
  • Rushton, A. M., & Carson, D. J. (1985). The marketing of services: managing the intangibles. European Journal of Marketing, 23(8), 23-44.
  • Sheth, J. N., Mittal, B., ve Bruce, I. N. (1999). Customer behavior: Consumer behavior and beyond. USA: The Dryden Press.
  • Singh, J., ve Widing, II, 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.
  • Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. The Journal of Marketing, 62(1), 2-18.
  • Stewart, K. (1998). An exploration of customer exit in retail banking, International Journal of Bank Marketing, 16(1), 6–14. Technical Assistance Research Programs Institute (TARP). (1985). Consumer complaint handling in America: An update study.
  • Volkov, M., Harker, D., ve Harker, M. (2002). Complaint behavior: A stuffy of the differences between complainants about advertising in Australia and the population at large. Journal of Consumer Marketing, 19(4), 319–332.
  • Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (1996). Services Marketing McGraw Hill. New York.

CONSUMER COMPLAINTS TOWARD SERVICE PROVIDERS OF TELECOMMUNICATIONS SECTOR IN TURKEY: PROBLEMS AND SOLUTION SUGGESTIONS

Year 2021, Volume: 4 Issue: 1, 1 - 19, 30.06.2021

Abstract

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.

References

  • Arnould, E. J. (2004). Consumers (2nd ed.). USA: McGraw-Hill Companies, Inc. Bailey, D. (1994). Recovery from customer service shortfalls. Managing Service Quality, 4, 25–28. doi: 10.1108=09604529410074126
  • Bennett, R. (1997). Anger, catharsis, and purchasing behavior following aggressive customer complaints. Journal of Consumer Marketing, 14(2), 156–172.
  • Boldgett, J. G., Wakefield, K. L., ve Barnes, J. H. (1995). The effect of customer service on consumer complaining behavior. Journal of Services Marketing, 9(4), 31–42.
  • Broadbridge, A., ve Marshall, J. (1995). Consumer complaint behavior: The case of electrical goods. International Journal of Retail ve Distribution Management, 23(9), 8–18.
  • Bilgi Teknolojileri ve İletişim Kurumu (BTK) (2020), Türkiye Elektronik Haberleşme Sektörü - Üç Aylık Pazar Verileri Raporu, 2020 3.Çeyrek Raporu https://www.btk.gov.tr/uploads/pages/pazar-verileri/uc-aylik-pazar-verileri-2020-3-kurumdisi.pdf
  • Crie, D. (2003). Consumer's complaint behavior. Taxonomy, typology and determinants: Towards a unified ontology. Journal of Database Marketing ve Customer Strategy Management, 11(1), 60–66.
  • Day, R. L. (1977). Extending the concept of consumer satisfaction. Advances in Consumer Research, 4(1), 149–154.
  • Day, R. L,; E. Laird Landon E.L. (1977), "Toward a Theory of Consumer Complaining Behavior," in Consumer and In-dustrial Buying Behavior, A. G. Woodside, J. N. Sheth, and P. D. Bennett, eds. New York: North-Holland, 425-37.
  • East, R. (2000), “Complaining as planned behavior”, Psychology & Marketing, Vol. 17 No. 12, pp. 1077-95.
  • East, R. (1997). Consumer behavior: Advances and applications in marketing. Great Britain: Prentice-Hall Europe.
  • Eccles, G., ve Durand, P. (1998). Complaining customers, service recovery and continuous improvement. Managing Service Quality, 8(1), 68–71.
  • Eklof, J. A., Hackl, P., & Westlund, A. (1999). On measuring interactions between customer satisfaction and financial results. Total Quality Management, 10(4-5), 514-522.
  • Fisher, J. E., Garrett, D. E., Arnold, M. J., ve Ferris, M. E. (1999). Dissatisfied consumers who complain to the better business bureau. Journal of Consumer Marketing, 16(6), 576–589.
  • Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. the Journal of Marketing, 60(4), 7-18.
  • Garland, R. (2002). Estimating customer defection in personal retail banking. International Journal of Bank Marketing, 20(7), 317–324.
  • Gruca, T. S., & Rego, L. L. (2005). Customer satisfaction, cash flow, and shareholder value. Journal of Marketing, 69(3), 1-130.
  • Heung, V. C. S., ve Lam, T. (2003). Customer complaint behavior towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15(5), 283–289.
  • Johnson, M. D., Gustafsson, A., Andreassen, T. W., Lervik, L., & Cha, J. (2001). The evolution and future of national customer satisfaction index models. Journal of economic Psychology, 22(2), 217-245.
  • Keiningham, T. L., Aksoy, L., Cooil, B., & Andreassen, T. W. (2008). Linking customer loyalty to growth. MIT Sloan Management Review, 4, 51–57.
  • Kim, C., Kim, S., Im, S., ve Shin, C. (2003). The effect of attitude and perception on consumer complaint intentions. Journal of Consumer Marketing, 20(4), 352–371.
  • Kolodinsky, J. (1995). Usefulness of economics in explaining consumer complaints. Journal of Consumer Affairs, 29(1), 29–54.
  • KPMG (2020), Telekomünikasyon-Sektörel Bakış, https://assets.kpmg/content/dam/kpmg/tr/pdf/2020/05/sektorel-bakis-2020-telekomunikasyon.pdf
  • Liu, R.R. (1999), ``Consumer social values and complaint behaviors'', in Brown, S. and Sudhashan, D. (Eds), Enhancing Knowledge Development in Marketing, American Marketing Association, Chicago, IL, Vol. 10, pp. 279-87.
  • Liu, R. R., ve McClure, P. (2001). Recognizing cross-cultural differences in consumer complaint behavior and intentions: An empirical examination. Journal of Consumer Marketing, 18(1), 54–75.
  • Lovelock, C. H. (1991). Service market. Englewood Cliffs, NJ: Prentice-Hall.
  • Mason, J. B., ve Himes, S. H. (1973). An exploratory behavioral and socio-economic profile of consumer action about dissatisfaction with selected house appliances. Journal of Consumer Affairs, 7, 121–127.
  • Michel, S. (2001). Analysing service failures and recoveries: A process approach. International Journal of Service Industry Management, 12(1), 20–33.
  • Morgan, N. A., & Rego, L. L. (2006). The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Science, 25, 426–439. doi: 10.1287=mksc.1050.0180
  • Ndubisi, N. O., ve Tam, A. Y. L. (2004). Complaining behavior and customer defection: Will customers ever leave without a word? IBBC Conference Proceeding (964–972).
  • Nyer, P. U. (2000). An investigation into whether complaining can cause increased consumer satisfaction. Journal of Consumer Marketing, 17(1), 9–19.
  • Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57, 25–48.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing, 58, 111–124.
  • Reichheld, F. F., & Sasser, W. E., Jr. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68, 105–111.
  • Richins, M. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68–78. Roland, R. T., ve Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215.
  • Rushton, A. M., & Carson, D. J. (1985). The marketing of services: managing the intangibles. European Journal of Marketing, 23(8), 23-44.
  • Sheth, J. N., Mittal, B., ve Bruce, I. N. (1999). Customer behavior: Consumer behavior and beyond. USA: The Dryden Press.
  • Singh, J., ve Widing, II, 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.
  • Srivastava, R. K., Shervani, T. A., & Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis. The Journal of Marketing, 62(1), 2-18.
  • Stewart, K. (1998). An exploration of customer exit in retail banking, International Journal of Bank Marketing, 16(1), 6–14. Technical Assistance Research Programs Institute (TARP). (1985). Consumer complaint handling in America: An update study.
  • Volkov, M., Harker, D., ve Harker, M. (2002). Complaint behavior: A stuffy of the differences between complainants about advertising in Australia and the population at large. Journal of Consumer Marketing, 19(4), 319–332.
  • Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (1996). Services Marketing McGraw Hill. New York.
There are 41 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Tufan Özsoy 0000-0002-0138-4179

Publication Date June 30, 2021
Submission Date April 2, 2021
Published in Issue Year 2021 Volume: 4 Issue: 1

Cite

APA Özsoy, T. (2021). TÜRKİYE’DE TELEKOMÜNİKASYON SEKTÖRÜ HİZMET SAĞLAYICILARINA İLİŞKİN TÜKETİCİ ŞİKAYETLERİ: SORUNLAR VE ÇÖZÜM ÖNERİLERİ. Artıbilim Adana Alparslan Türkeş Bilim Ve Teknoloji Üniversitesi Sosyal Bilimler Dergisi, 4(1), 1-19.