Hear my voice: Identifying third party complaint behavior with netnography
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https://doi.org/10.26809/joa.2175Keywords:
Customer Complaint Behavior, Customer Complaint, Third Party Customer Complaint, NetnogAbstract
Unsatisfied customers may behave differently. Among these behaviors, complaints made to third parties are an indirect behavior. Because when complaining, the customer has been used an intermediary (organization, person, etc.) instead of the business. In this study, we tried to reveal the reasons why customers complain to third parties. For this purpose, netnography, one of the qualitative research methods, was used. Complaint texts obtained from Turkish vertical web complaint pages were recorded as archival data. The collected data were classified through the Atlas.ti qualitative analysis program and interpreted using the thematic analysis method. As a result of the analysis, it was revealed that customers forwarded their complaints to complaint websites for three different reasons (desperation, powerlessness and deception). Themes related to desperation are disregard, inability to reach, and evasion of duty. Themes related to powerlessness are inability to find an interlocutor, and victimization. Themes related to deception are victimization and indifference.
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