Customer complaint management process: An example of ready-made clothing sector

Today, the rapid increase in global trade has increased the competition conditions to tougher levels. Competition conditions have increased the impact of customer satisfaction on businesses. In cases where customer expectations are not met, businesses face complaints. Ensuring customer satisfaction with the correct management of complaint processes eliminates the risk of complaints for businesses. This research aims to contribute to the literature and to examine the customer complaint processes in the ready-made clothing industry and to provide suggestions to businesses regarding the management of the process by determining the steps of the new customer complaint management processes. In this context, data were collected through in-depth interviews, document analysis and sector analysis using the case study method. In the data analysis, information covering the complaint management processes was obtained. In-depth interviews were conducted with the Mavi brand representative in the research. A questionnaire was sent to LCW, and the data of the questionnaire answered by the authorized person were analyzed. The research includes two question titles. The first of these is how the complaint management process, which is an important part of customer relationship management, is carried out by the businesses in the related sector, and the second is what are the strategies of the leading companies in the sector regarding customer complaint management. In the research, as a result of in-depth interviews, document review and sector data analysis; The necessity of the customer complaint management process of the enterprises in the ready-made clothing sector to cover important applications, the necessity of the enterprises to have a written "Complaint Management System", the necessity of creating complaint channels where all target audience customers can easily convey their problems, the personnel who are in communication with the customer about the complaints, responding to the needs of the process. It has been concluded that studies should be carried out by using electronic customer relations management or similar digital tracking programs in a way that they can carry out their work in today's competitive conditions, and the data showing the operation of the process were presented to the operators as a suggestion.