Özet:

Complaint management policies have become even more important in companies due to the developing technology, the increase in customer expectations and the ability of customers to convey their complaints through many channels. Customers are waiting for solutions for their problems by conveying their opinions about the companies and can send comments through many channels for solutions they are not satisfied with. Companies need successful complaint management policies in order to prevent complaints and to solve complaints effectively. In this study, it is aimed to determine the effectiveness of the complaints management policies of companies that provide goods and services in the durable consumer goods sector by using the gray relational analysis method, which is one of the multi criteria decision-making techniques. The data of the companies in the durable consumer goods sector were obtained from the official website of the companies, from the website called sikayetvar.com, which is the platform that connects the companies with the customer complaints. In the study, companies are listed on the basis of four criteria as resolution rate, resolution time, satisfaction score and number of communication channels in determining the effectiveness of complaint management policies. According to the results of the analysis made accordingly, it is seen that Simfer, Arçelik and Vestel are in the top three places.

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