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Investigation of Digital Retail Consumer Complaints in The Food Industry During COVID-19: Market Chain Example of Turkey

Year 2020, Volume: 5 Issue: Ek, 22 - 27, 31.12.2020
https://doi.org/10.23834/isrjournal.814543

Abstract

Today, with the widespread use of the internet, the concept of digital consumer comes to the fore as well as the traditional consumer concept. Many countries and sectors have been adversely affected by the disaster that occurred in Wuhan, China in December 2019 and which the World Health Organization expressed as the epidemic called COVID-19 on January 12, 2020. This situation caused consumers to spend more time and shop in digital environments. For this reason, knowing the e-commerce food retail sector consumer complaints is very important for companies to ensure customer satisfaction. This study aims to examine the customer’s complaints of two major grocery chains in the e-commerce retail sector in Turkey by using the content analysis method. In this context, a total of 443 complaints about e-commerce food retail businesses obtained from www.sikayetvar.com between 01 July - 26 August 2020 were resolved according to the issues. As a result of the analysis, it was determined that the majority of the related e-commerce food retail consumer complaints were product and price refunds and delay in product delivery.

References

  • Castells, M. (2010). The Rise of the Network Society, Wiley-Blackwell, Retrieved from https://pdfs.semanticscholar.org/3746/ef34fd58d047d973008a0a723f832a83797e.pdf
  • Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing, Strategy, Implementation and Practice, Pearson Education, Sixth Edition Harlow.
  • Chaffey, D. & Patron, M. (2012). From Web Analytics to Digital Marketing Optimization: Increasing the Commercial Value of Digital Analytics. Journal of Direct, Data and Digital Marketing Practice, 14(1), 30–45.
  • Chang, C. & Chin, Y. (2011). Comparing consumer complaint responses to online and offline environment. Internet Research, 21(2), 124-137.
  • Cho, Y., Im, I., Hiltz, R. & Fjermestad, J. (2002). An Analysis of Online Customer Complaints: Implications for Web Complaint Management. In Proceedings of the 35th Hawaii International Conference on System Sciences
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407-1424.
  • East, R. (2000). Complaining as Planned Behavior. Psychology & Marketing, 17(12), 1077-95.
  • Gilly M. C. and Hansen, R. W. (1985). Consumer Complaint Handling as a Strategic Marketing Tool. Journal of Consumer Marketing, 4(2), 5-16.
  • Hennıg-Thurau, T., Malthouse, E. C., Christian, F., Gensler, S., Lobschat, L., Rangaswamy, A. and Skiera B. (2010). The Impact of New Media on Customer Relationships, Journal of Service Research, 13(3), 311-330.
  • Hsieh, H. F. & Shannon, S. (2005). Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15, 1277-1288.
  • Kim, C., Kim, S., Im, S. & Shin, C. (2003). The Effect of Attitude and Perception on Consumer Complaint Intentions. Journal of Consumer Marketing, 20(4/5), 352-71.
  • Kotler, P. Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital, John Wiley & Sons, Inc., Hoboken, New Jersey.
  • Kotler, P., (2001). Marketing in the Digital Age, Capital, Istanbul.
  • Kozınets, R. V., Valck, K., Wojnicki A. C. & Wilner Sarah J. S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
  • Kozinets, R. V. (1999). E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption, European Management Journal, 17(3), 252–64.
  • Labrecque, L. I., Jonas vor dem E., Charla, M., Thomas P. N. & Charles F. H. (2013). Consumer Power: Evolution in the Digital Age, Journal of Interactive Marketing, 27(4), 257–69.
  • Lee, S. & Cude, B. J. (2012). Consumer Complaint Channel Choice in Online and Off-line Purchases. International Journal of Consumer Studies, 36, 90-96.
  • Leeflang, P. C. Verhoef, P. D. & Tjark F. (2014). Challenges and Solutions for Marketing in a Digital Era. European Management Journal, 32(1), 1–12.
  • Liu, R. R. & McClure, P. (2001). Recognising Cross-Cultural Differences in Consumer Complaint Behavior and Intentions: An Empirical Examination. Journal of Consumer Marketing, 18(1), 54-74.
  • Makrides, A., Vrontis, D. & Christofi, M. (2019). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 4-20.
  • Mattila, A. S. & Mount, D. J. (2003). The Impact of Selected Customer Characteristics and Response Time on E-Complaint Satisfaction and Return Intent. International Journal of Hospitality Management, 22(2), 135-45.
  • Rezabakhsh, B., Bornemann, D., Hansen, U. & Schrader, U. (2006). Consumer Power: A Comparison of The Old Economy and The Internet Economy. Journal of Consumer Policy, 29, 3–36.
  • Shipman, A. (2001). Privatized Production, Socialized Consumption? Old Producer Power Behind the New Consumer Sovereignty, Review of Social Economy, 59(3), 331–52.
  • Tkaczyk, J. (2016). Digital Consumer: Trends and Challenges: in book: Impact of Digital World on Marketing and Management. Poltext, 1, 353-367.
  • Wind, J. & Rangaswamy, A. (2001). Customerization: The Next Revolution in Mass Customization. Journal of Interactive Marketing, 15(1), 13–32.
  • Yıldız, S., Topal, M.H., Yıldız, E. & Tosunoğlu, B. (2018). Factors Affecting the Use of E-Government Services by Companies: An Application on EKAP. The Journal of International Scientific Researches, 3(1), 11-28.
Year 2020, Volume: 5 Issue: Ek, 22 - 27, 31.12.2020
https://doi.org/10.23834/isrjournal.814543

Abstract

Günümüzde internetin yaygın olarak kullanılmasıyla birlikte geleneksel tüketici kavramının yanı sıra dijital tüketici kavramı da gündeme gelmektedir. Aralık 2019'da Çin'in Wuhan kentinde ortaya çıkan ve Dünya Sağlık Örgütü'nün 12 Ocak 2020'de COVID-19 adlı salgın olarak ifade ettiği felaketten birçok ülke ve sektör olumsuz etkilenmiştir. Bu durum ise tüketicilerin dijital ortamlarda daha fazla zaman geçirmelerine ve alışveriş yapmalarına sebep olmuştur. Bu nedenle e-ticaret gıda perakende sektörü tüketici şikayetlerinin bilinmesi, firmaların müşteri memnuniyeti sağlamaları açsından oldukça önemlidir. Bu çalışmanın amacı Türkiye genelinde e-ticaret perakende sektöründe faaliyette bulunan iki büyük market zinciri müşterilerinin yapmış oldukları şikayetlerin içerik analizi yöntemi ile incelenmesidir. Bu kapsamda 01 Temmuz - 26 Ağustos 2020 tarihleri arasında www.sikayetvar.com sitesinden elde edilen e-ticaret gıda perakende işletmelerine yönelik toplam 443 şikâyet konulara göre çözümlenmiştir. Gerçekleştirilen çözümleme sonucunda ilgili e-ticaret gıda perakende tüketici şikayetlerinin büyük çoğunluğunun ürün ve ücret iadesi, ürün teslimatında gecikme olduğu tespit edilmiştir.

References

  • Castells, M. (2010). The Rise of the Network Society, Wiley-Blackwell, Retrieved from https://pdfs.semanticscholar.org/3746/ef34fd58d047d973008a0a723f832a83797e.pdf
  • Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing, Strategy, Implementation and Practice, Pearson Education, Sixth Edition Harlow.
  • Chaffey, D. & Patron, M. (2012). From Web Analytics to Digital Marketing Optimization: Increasing the Commercial Value of Digital Analytics. Journal of Direct, Data and Digital Marketing Practice, 14(1), 30–45.
  • Chang, C. & Chin, Y. (2011). Comparing consumer complaint responses to online and offline environment. Internet Research, 21(2), 124-137.
  • Cho, Y., Im, I., Hiltz, R. & Fjermestad, J. (2002). An Analysis of Online Customer Complaints: Implications for Web Complaint Management. In Proceedings of the 35th Hawaii International Conference on System Sciences
  • Dellarocas, C. (2003). The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), 1407-1424.
  • East, R. (2000). Complaining as Planned Behavior. Psychology & Marketing, 17(12), 1077-95.
  • Gilly M. C. and Hansen, R. W. (1985). Consumer Complaint Handling as a Strategic Marketing Tool. Journal of Consumer Marketing, 4(2), 5-16.
  • Hennıg-Thurau, T., Malthouse, E. C., Christian, F., Gensler, S., Lobschat, L., Rangaswamy, A. and Skiera B. (2010). The Impact of New Media on Customer Relationships, Journal of Service Research, 13(3), 311-330.
  • Hsieh, H. F. & Shannon, S. (2005). Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15, 1277-1288.
  • Kim, C., Kim, S., Im, S. & Shin, C. (2003). The Effect of Attitude and Perception on Consumer Complaint Intentions. Journal of Consumer Marketing, 20(4/5), 352-71.
  • Kotler, P. Kartajaya, H. & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital, John Wiley & Sons, Inc., Hoboken, New Jersey.
  • Kotler, P., (2001). Marketing in the Digital Age, Capital, Istanbul.
  • Kozınets, R. V., Valck, K., Wojnicki A. C. & Wilner Sarah J. S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71-89.
  • Kozinets, R. V. (1999). E-Tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption, European Management Journal, 17(3), 252–64.
  • Labrecque, L. I., Jonas vor dem E., Charla, M., Thomas P. N. & Charles F. H. (2013). Consumer Power: Evolution in the Digital Age, Journal of Interactive Marketing, 27(4), 257–69.
  • Lee, S. & Cude, B. J. (2012). Consumer Complaint Channel Choice in Online and Off-line Purchases. International Journal of Consumer Studies, 36, 90-96.
  • Leeflang, P. C. Verhoef, P. D. & Tjark F. (2014). Challenges and Solutions for Marketing in a Digital Era. European Management Journal, 32(1), 1–12.
  • Liu, R. R. & McClure, P. (2001). Recognising Cross-Cultural Differences in Consumer Complaint Behavior and Intentions: An Empirical Examination. Journal of Consumer Marketing, 18(1), 54-74.
  • Makrides, A., Vrontis, D. & Christofi, M. (2019). The Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas. Business Perspectives and Research, 8(1), 4-20.
  • Mattila, A. S. & Mount, D. J. (2003). The Impact of Selected Customer Characteristics and Response Time on E-Complaint Satisfaction and Return Intent. International Journal of Hospitality Management, 22(2), 135-45.
  • Rezabakhsh, B., Bornemann, D., Hansen, U. & Schrader, U. (2006). Consumer Power: A Comparison of The Old Economy and The Internet Economy. Journal of Consumer Policy, 29, 3–36.
  • Shipman, A. (2001). Privatized Production, Socialized Consumption? Old Producer Power Behind the New Consumer Sovereignty, Review of Social Economy, 59(3), 331–52.
  • Tkaczyk, J. (2016). Digital Consumer: Trends and Challenges: in book: Impact of Digital World on Marketing and Management. Poltext, 1, 353-367.
  • Wind, J. & Rangaswamy, A. (2001). Customerization: The Next Revolution in Mass Customization. Journal of Interactive Marketing, 15(1), 13–32.
  • Yıldız, S., Topal, M.H., Yıldız, E. & Tosunoğlu, B. (2018). Factors Affecting the Use of E-Government Services by Companies: An Application on EKAP. The Journal of International Scientific Researches, 3(1), 11-28.
There are 26 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Ali Tehci 0000-0001-9949-2794

Yusuf Ersoy 0000-0002-0106-1695

Publication Date December 31, 2020
Submission Date October 22, 2020
Published in Issue Year 2020 Volume: 5 Issue: Ek

Cite

APA Tehci, A., & Ersoy, Y. (2020). Investigation of Digital Retail Consumer Complaints in The Food Industry During COVID-19: Market Chain Example of Turkey. The Journal of International Scientific Researches, 5(Ek), 22-27. https://doi.org/10.23834/isrjournal.814543