Abstract:

The emergence of the online technologies has increased the number of complaints sites that function as forums for consumers to share their bad consumption experiences with other consumers. Online complaints (e-complaints) are important indicators to retailers or producers as a feedback from consumer. E-complaints are used to analyze consumers’ dissatisfaction with product or services. This study took a Social Network Analysis (SNA) look at key points of online complaints. SNA is associated with the influence of an individual within a social network on service purchase and usage. Also, SNA is designed to find out patterns of interactions among consumers in social networks. This study applied the SNA to develop a complaint map among consumers of a complaint website in terms of mobile phone brands in Turkey. Ucinet and Netdraw were applied for developing and visualizing social network. The results indicated that product changes, guarantee, operation system, battery, speaker, signal and product return are important link points of consumer complaints.

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