Author(s): Murat TURGUT
All practices designed regarding customer complaints in Professional management systems have always had great importance for businesses to survive as a result of their outcomes like establishing a long term and mutual network with the customers, eliminate factors that affect the customer satisfaction in a negative way and maintaining the quality of given services and goods. Concerning our subject, basically, problems in services and goods that the customer pays for have a negative effect in customer satisfaction and as a result of discontentment the concept of customer dissatisfaction occurs. Customers may react in different ways such as customer complaints, negative comments on problematic goods and services received, basically not buying for the second time, even bringing the issue to the court and affecting the prospective buyers with negative comments. It is crucial for businesses to give emphasis to customer complaints in order to avoid or manage such customer reactions. In this context our study aims to examine the subject by literature combing on customer complaint management, customer loyalty, customer satisfaction, the concept of complaint and by a case analysis.