Kargo hizmetlerine ilişkin müşteri şikayetleri: Bir içerik analizi
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Dosyalar
Tarih
2017
Yazarlar
Dergi Başlığı
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Yayıncı
İşletme Araştırmaları Dergisi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Özet: Literatürde çok sayıda çalışmaya konu olmuş olan tüketici şikayet davranışı, internetin yaygınlaşması ile birlikte yeni bir boyut kazanmıştır. Tüketicilerin firmalar, ürün ve hizmetler ile ilgili yorumlarını elektronik olarak birbiri ile paylaşması anlamına gelen e-WOM sayesinde tüketiciler, diğer tüketicilerin görüşlerine hızla ve kolayca ulaşabilmekte, kendi şikayetlerini de elektronik olarak paylaşabilmektedir. Internet ile birlikte e-ticaretin yaygınlaşması, kargo sektöründeki rekabeti artırmış, tüketici yorumları ile birlikte hizmet kalitesinin önemini de artırmıştır. Bu kapsamda, e-WOM kaynaklarından biri olan www.sikayetvar.com sitesinde kargo hizmeti kategorisindeki şikayetler içerik analizine tabi tutularak şikayet nedenleri incelenmiştir. Analiz için kargo hizmetlerinin seçilmesinin nedeni; farklı kültürler ve farklı sektörlerde, lojistik faaliyetlerin hizmet kalitesinin araştırıldığı çalışmalar bulunurken; kargo hizmetlerine yönelik çalışmaların literatürde nispeten daha az sayıda olmasıdır. Araştırma kapsamında verilerden elde edilen frekans analizleri sonucunda, kargo hizmetlerine ilişkin olarak tüketicilerin en çok şikayet ettiği konular hizmetlerin zamanında söz verildiği gibi gerçekleşmemesi, ürün ve hizmetlerin zamanında müşterilere teslim edilmemesi ve firma çalışanları tarafından iyi hizmet sağlanmaması olarak belirlenmiştir
Abstract: Consumer complaints, which have been the subject of numerous studies in the literature, have gained a new dimension with the proliferation of the internet. Consumers can quickly and easily access the views of other consumers and share their complaints electronically, thanks to e-WOM, which means that consumers can share comments about their companies, products and services electronically. With the Internet, the spread of the trade has increased the competition in the cargo sector and also increased the importance of service quality with consumer comments. In this context, in this www.sikayetvar.com site that is one of the sources for e-WOM, the content of the complaints in the cargo service category was analyzed and the causes of the complaints were examined. The reasons for the selection of cargo services for analysis are, while the studies can be found in which the quality of service of logistic activities is investigated in different cultures in different sectors; there are relatively few studies on cargo services in the literature. As a result of the frequency analyses obtained from the data within the scope of the research, the subjects that the consumers most complain about have been identified as the services are not actualized as promised on time, that the products and services are not delivered to the customers timely and that imperfect service deliveries provided by the company employees.
Abstract: Consumer complaints, which have been the subject of numerous studies in the literature, have gained a new dimension with the proliferation of the internet. Consumers can quickly and easily access the views of other consumers and share their complaints electronically, thanks to e-WOM, which means that consumers can share comments about their companies, products and services electronically. With the Internet, the spread of the trade has increased the competition in the cargo sector and also increased the importance of service quality with consumer comments. In this context, in this www.sikayetvar.com site that is one of the sources for e-WOM, the content of the complaints in the cargo service category was analyzed and the causes of the complaints were examined. The reasons for the selection of cargo services for analysis are, while the studies can be found in which the quality of service of logistic activities is investigated in different cultures in different sectors; there are relatively few studies on cargo services in the literature. As a result of the frequency analyses obtained from the data within the scope of the research, the subjects that the consumers most complain about have been identified as the services are not actualized as promised on time, that the products and services are not delivered to the customers timely and that imperfect service deliveries provided by the company employees.
Açıklama
Anahtar Kelimeler
Müşteri şikayet davranışı, e-WOM, içerik analizi, kargo, hizmet, Customer complaint behaviour, content analysis, cargo, service
Kaynak
İşletme Araştırmaları Dergisi
