Kingdom of complaints: Netnographic analysis of relationship between satisfaction, loyalty and complaints for entries in ekşi sözlük

Nowadays, customer satisfaction, customer loyalty and customer complaints have been increasingly important concepts. Businesses should know their customers' satisfaction, loyalty and complaints in their approach to their customers. Customer satisfaction and customer loyalty will be examined first then relationship between these two concepts will be checked and then customer complaints will be discussed. Among these three concepts, especially the customer complaints have been ignored in previous researches. Because of that the companies that received the most complaints are selected. Whether complaining customers were loyal customers and the relationship between customer complaints, customer loyalty, customer complaints are touched upon. Research has been carried out through social media since the customers expressed all these behaviors on social media and other customers were affected by these comments. To that end, this study is based on the comments of the users of Ekşi Sözlük. The examined the data of the five companies that received the most comlaints in a given time. For this purpose, the comments will be grouped as satisfaction, loyalty and complaint by utilizing content analysis. Making use of this grouping, by using netnography which is qualitative analysis, customer profilesof the five firms are tried to be revealed. Keywords: Customer satisfaction, Customer loyalty, Customer complaints, Content analysis, Netnography, Ekşi Sözlük