The effect of complaint management on brand value: An application on the TRC3 region

Complaint management and brand value concepts have a wide place in the literature. Complaint management appears as an opportunity for businesses to gain customers as well as a threat to lose customers. This study examines how complaint management affects brand value. This study consists of three sections. In the first part of the study, customer complaints and complaint management concepts are examined. In the second part, the concept of brand value and brand valuation methods are discussed. In the third part, an application on the TRC3 region has been made and literature review about previous studies is handled. Online survey method was used as data collection method. Result of the study has been examined in the third part. Keywords: Complaint management, Brand value, Brand valuation methods, Satisfaction and Trust