Qualitative Analysis of Consumer Complaints Against Major Mobile Phone Operators in Turkey on the Şikayetvar Platform

Abstract

Purpose – The aim of this study is to examine consumer complaints directed at three major mobile phone operators in Turkey and to identify the primary areas of dissatisfaction, thereby highlighting opportunities for service improvement.
Design/methodology/approach – The study employed a qualitative content analysis approach. A total of 150 complaints were collected from the sikayetvar.com website and analyzed using the MAXQDA software.
Results – The results revealed that the most frequently reported issue by consumers was related to customer relations. Technical problems and pricing issues were also commonly mentioned in the complaints.
Discussion – The findings emphasize the importance for companies to actively monitor digital complaint platforms and adopt solution-oriented approaches. Such practices are essential for improving customer satisfaction and strengthening brand loyalty.