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

Yıl 2021, Cilt: 4 Sayı: 1, 1 - 19, 30.06.2021

Tufan Özsoy

Öz

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.

Anahtar Kelimeler

tüketici şikayetleri, memnuniyet, tüketicinin korunması, aldatma, yanıltma

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

Öz

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.

Anahtar Kelimeler

consumer complaints, satisfaction, consumer protection, deception, misleading

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