Evaluation of customer complaints in terms of customers: A research on Aksaray GSM users

In today's world that continue to increase with each passing day the speed of technological developments, have caused the expansion of competitions boundaries and in increasing product and service diversity due to globalization. Businesses have had to go through innovations in favor of customers in both production and marketing processes and services after sales in order to be able to cope with customers who are hard loving and easy to abandon in order to sustain their existence in an increasingly competitive advantage. In this context; increasing the customer satisfaction in the marketing process by providing or not the level of production and services that meet the customer demands and thus reducing the complaints have become the primary goals of the enterprises. Reducing or eliminating customer complaints for businesses will give them a competitive edge when considering the additional cost of acquiring a new customer is more than the cost of retaining existing customers. In this study for this aim, it has been tried to determine the problems that GSM users have experienced with operators, the way operators handle these problems, the level of satisfaction that is expected in resolving the problems, and the trust of users to their operators. This study consists of three parts. In the first part, the concepts of customer concept, customer satisfaction and related concepts, concept of trust, relationship marketing and customer relationship management are defined and characterized according to the conceptual framework of thesis work. In the second part, the concept of customer complaint, the main features of the study, its importance and features are mentioned. In the third and last section, methods and samples of the application, models and hypotheses and analyzes to be used are included and the results and suggestions section is developed by evaluating and interpreting the findings.