CUSTOMER COMPLAINTS IN THE FORM OF POSITIVE AND NEGATIVE WORD-OF-MOUTH COMMUNICATION: AN APPLICATION IN THE AUTOMATIVE SECTOR

45294

This study aimed to determine whether participants differed in their positive and negative word-of-mouth communication and customer satisfaction following complaint in terms of their demographic attributes, as well as to determine how participants voice their complaints. Frequency analysis was conducted to find out participants’ demographics and their process of complaint. Validitiy and reliability of the items in the scale were calculated and examined through factor analysis. Differences in demographic attirbutes and reasons for complaint were analyzed through Mann Whitney and Kruskal Wallis tests. The findings of the present study suggested that the majority of the complaints of the participants were due to high prices. It was found that most of the study participants told an average of ten people or more about the problems they experienced in the business through negative word-of-mouth communication. Finally, statistically significant differences were found between customers’ demographic attributes and reasons for complaint and complaints in the form of positive and negative word-of-mouth communication.

719

Customer Complaints , Word , Of , Mouth Communication , Negative Word , Of , Mouth Complaint , Customer Satisfaction

Abant Sosyal Bilimler Dergisi

741

Abant Sosyal Bilimler Dergisi