An Analysis of Customer Satisfaction Factors in the Context of Digital Public Relations and Customer Relationship Management

The lifespan of companies is directly dependent to the presence of customers who purchase their products or services. Customer satisfaction is as important as public relations, publicity and communication activities in this affiliation. While customer relationship management aims to maintain and increase satisfaction, complaint management is also an important factor in this process. Due to the intensity of competition and ubiquitous supplementary goods which are known as fast moving consumable goods, customer complaints become significant for companies. While customers have the chance to express their satisfaction or discontent through various platforms, the “？ikayetvar.com” digital platform which collects all customer’s comments is a network that must be analyzed in the context of customer relationship management. The aim of this study is to focus on the satisfaction factors of the customers, who publish complains on this platform and then state their contentment to brand’s feedbacks and evaluation. It is considered that the study of the items which are emphasized in the messages of customers who express their satisfaction through digital complaint platform, withdraw their complaint or post a thanks messages may provide crucial information to know what makes complainant customers satisfied. For this purpose, three brands with the highest “satisfaction level” and “thanks rate” on food sector in “？ikayetvar.com” platform were selected, and the satisfied customer’s messages were analyzed by “content analysis” method. In this research, all the thanks messages of mentioned three brands in 2018 were examined in the case of the elements which cause satisfaction. According to the current findings, it was determined that the most enhancive factor for customer satisfaction was “interest/receive attention”. This factor was followed by “informing”, “quick response/response” and “troubleshooting”