The Examining of GSM Operators’ Customer Complaint Management (CCM) Applications in Turkey with Discriminant Analysis

Abstract

In the active decision- making process, during the purchase, the most notable case is satisfaction ordissatisfaction of the customer is caused in the purchasing decision. In the recent years, the new structures havebeen composed under the name of “Customer Complaint Management” (CCM). In terms of emphasizing theimportance of research and in order to understand the effectiveness of CCM, researched that how the consumerswere evaluated the CCM performance of GSM companies in Turkey. The research was conducted on theprimarily-handed data. This study is a survey that aims to evaluate the “solving the consumer’s complaint for theTurkcell, Vodafone, Avea companies”. And their performances related to CCM dimensions such as transparency,accessibility, responsiveness, objectivity and consumer oriented strategies is perceived by the consumers.Frequency distribution of survey data investigated and reliability of research variables tested by Cronbach Alphaanalysis. Two discrimination functions were evaluated. With the first discrimination function, it is seen that theAvea has the highest value in comparison with the other companies (0,566); with the second discriminationfunction, it is seen that Vodafone has the highest value (0,583). Turkcell has no highest discrimination value incomparison with the other GSM companies.