Investigation of Online Complaints Made to Online Shopping Sites by Content Analysis

Abstract

Purpose – The aim of this study is to examine and classify the complaints directed to the two leading online shopping sites operating in Turkey and to determine on which subjects they are concentrated. Design/methodology/approach – In the research, online complaints against two online shopping sites operating in Turkey and selling almost all kinds of product groups were examined and interpreted. The analyzed data were obtained through document review from www.sikayetvar.com and analyzed with the MAXQDA 2020 program. Findings – As a result of the research, it was determined on which subjects the complaints against the two online shopping sites focused and on which subjects the customers had the most problems. In this respect, it has been found that the main problems identified are product-based for both online shopping sites, and that the complaint is the lack of adequate solutions for the complaints and the rejection of the return request. Discussion – When the research findings are evaluated in general, online shopping site managers need to identify the sources of customer dissatisfaction and follow strategies to ensure customer satisfaction. Considering that some customer complaints are associated with more than one issue, it becomes clear that the service provider company needs to improve on these issues. In this research, complaints directed to two leading online shopping sites operating in Turkey were examined. The research will be developed by adding different online shopping sites to future studies. It is aimed that the research will guide future studies in this direction.