Investigation of Digital Retail Consumer Complaints in The Food Industry During COVID-19: Market Chain Example of Turkey

Abstract

Today, with the widespread use of the internet, the concept of digital consumer comes to the fore as well as the traditional consumer concept. Many countries and sectors have been adversely affected by the disaster that occurred in Wuhan, China in December 2019 and which the World Health Organization expressed as the epidemic called COVID-19 on January 12, 2020. This situation caused consumers to spend more time and shop in digital environments. For this reason, knowing the e-commerce food retail sector consumer complaints is very important for companies to ensure customer satisfaction. This study aims to examine the customer’s complaints of two major grocery chains in the e-commerce retail sector in Turkey by using the content analysis method. In this context, a total of 443 complaints about e-commerce food retail businesses obtained from www.sikayetvar.com between 01 July - 26 August 2020 were resolved according to the issues. As a result of the analysis, it was determined that the majority of the related e-commerce food retail consumer complaints were product and price refunds and delay in product delivery.