Özet:

Complaints that emerge when target audiences who purchase products or services express their dissatisfaction may turn into opportunities if managed properly by firms, and they can be a feature that offers or strengthens customer loyalty. Complaints in this regard are the feedback that should be regarded in public institutions as well as profit-oriented organizations, in the manufacturing and marketing of commercial items, as well as in the supply of services. Due to the significance of the issue, it can be said that complaints should be considered as gifts for businesses when they are managed properly. Within the scope of the research, it is carried out with the assumption that the complaints, which are important in the education sector, as in every sector, have a feature that increases the quality of service for universities, which are higher education-oriented service institutions Complaint records created for state universities between 01.01.2021 and 01.03.2022 were analyzed by content analysis on the online complaint platform called sikayetvar.com. According to the findings of the survey, the vast majority of the 4,747 complaints examined were mostly in text format and were expressed by university students. Due to dissatisfaction with "not being able to reach the relevant units/not receiving proper service," "education and grading system/fees," and "system faults," 3,295 of the total complaints were directed to universities implementing open-distance education, whereas 822 were directed to universities adopting formal education. Additionally, it was found out that 60 of the 94 state universities whose complaints were examined did not have a structured and systematic approach towards the complaints, and that 34 of the institutions that did demonstrate sensitivity to the complaints did not meet the desired satisfactory limit in responding to the complaints. This highlights the need of raising awareness in public universities to be more attentive and solution-oriented about complaints as a means of enhancing their service quality.

Anahtar Kelimeler: