Post- purchase behaviors of consumers who buy in-app content or service offered by mobile applications

In the post-purchase process, consumers are dissatisfied when their expectations are not met and they have negative feelings towards the enterprise. Consumers exhibit various behaviors in order to eliminate their dissatisfaction and to eliminate the negative situation. This situation in the present day, where a consumer-oriented marketing approach is taking place, seems to be a process that businesses need to emphasize and manage. The purpose of this study is to examine the satisfaction level of consumers concerning the in-app content or service that they have bought and how they exhibit a complaint behavior in case of dissatisfaction. In this direction, a survey was made on consumers who purchased in-app content or services in the central of Zonguldak. The survey data were analyzed with SPSS 22.0 program. Descriptive statistics and chi-square analysis were used to analyze the data. It was found that there was a significant relationship between the level of satisfaction and acting with the problem after purchasing any in-app content or service and the first complaint satisfaction. In addition, it was found that there was a significant relationship between the amount of in-app content or service purchased and the importance level of the problem with the possible mode of action that doing nothing against the problem.