Evaluation of Customer Complaints for Online Food Ordering Web Sites Using The MARCOS Method

Abstract

Customer complaints against businesses are considered as communication that provides the chance to identify and resolve the factors limiting competition in the current situation by allowing direct market data to be obtained. However, the concept of complaint inherently contains negative feedback, so the numerical increase that may occur in complaints also brings into account the errors that occur in the activities of the enterprises. For this reason, a correct complaint management process should be planned for businesses to provide a customer-oriented competitive advantage. This study aims to evaluate and analyze customer complaints about companies named "getir, yemeksepeti, tiklagelsin, and Trendyol Yemek" operating in the field of online food ordering in Turkey, by obtaining the data from the website named "sikayetvar". The MARCOS Method (Measurement Alternatives and Ranking according to the COmpromise Solution), which is among the multi-criteria decision-making techniques in recent years, has been used in the analysis process, in which thirteen criteria are used in total and the most recent 500 orders of each company are taken into consideration. As a result of the study, it was found that the ranking of the companies in terms of complaint management is "yemeksepeti, tiklagelsin, getir, and trendyol yemek".