Cilt 6 Sayı 3 (2021): Turkish Journal of Marketing
Makaleler

COVİD-19 aralıklı sokağa çıkma yasağı döneminde çevrimiçi gıda perakende sektöründe karşılaşılan müşteri şikayetleri

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  • Kübra Göksu Köstepen Özbek,
  • Seda Özcan,
  • Fatmanur Avar Çalışkan
Kübra Göksu Köstepen Özbek
Öğr. Görv., Manisa Celâl Bayar Üniversitesi, Kırkağaç Meslek Yüksekokulu, Yönetim Ve Organizasyon Bölümü, Lojistik Pr., Manisa, Türkiye
Seda Özcan
Arş. Görv., İzmir Ekonomi Üniversitesi, İzmir, Türkiye
Fatmanur Avar Çalışkan
Öğr. Görv., İzmir Kavram Meslek Yüksekokulu, İzmir Kavram Meslek Yüksekokulu, Dış Ticaret Bölümü, Dış Ticaret Pr., İzmir, Türkiye

Yayınlanmış 24.12.2021

Telif Hakkı (c) 2021 Kübra Göksu Köstepen Özbek- Seda Özcan- Fatmanur Avar Çalışkan

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Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

COVİD-19 aralıklı sokağa çıkma yasağı döneminde çevrimiçi gıda perakende sektöründe karşılaşılan müşteri şikayetleri. (2021). Turkish Journal of Marketing, 6(3), 223-238. https://doi.org/10.30685/tujom.v6i3.129

Öz

Koronavirüs salgınıyla birlikte neredeyse her şey kökten değişmiştir. COVİD-19 pandemisi küresel ekonominin yanı sıra perakende sektörünü de olumsuz etkilemiştir. COVİD-19 tespit edildikten sonra müşterilerin alışveriş tercihleri ​​popüler bir platform haline gelen online alışveriş sitelerine kaymıştır. Bu süreçte, firmaların yetersiz dağıtım yapısı ve tedarik zinciri ağı nedeniyle, müşteriler hizmet alımlarında birçok hizmet hatası deneyimlemiştir. Bu çalışmada, Mart, Nisan ve Mayıs (2020) aylarını kapsayan üç aylık aralıklı sokağa çıkma yasağı döneminde çevrimiçi gıda sektöründe yaygın olarak görülen ve lojistik hizmet hatalarını kapsayan müşteri şikayetleri, döküman inceleme yöntemi kullanılarak analiz edilmiştir. Ayrıca içerik analizi kullanılarak “şikayetvar.com” şikayetleri hizmet kalitesi boşluk modeli kategorilerine ayrılmıştır. Gıda endüstrisindeki aksaklıklar, tedarik zinciri üzerindeki hayati etkileri ile kritik öneme sahip olduğundan, bu sektör yakından incelenmiştir. Yönetsel katkı açısından çalışma, özel alışveriş sitelerinin müşteri hizmetleri yeteneklerini geliştirmeye yönelik bir bakış açısı geliştirmektedir. Çalışmanın teorik arka planı, müşterilerin önceliklendirdiği hizmet kalitesi boyutlarına ve bunların pandemi ortamında hizmet kalitesi boşluklarındaki kritik rolüne açıklık getirmektedir.

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