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Yıl 2014, Cilt: 28 Sayı: 4, 0 - , 14.03.2014

Ö. Devrim Yılmaz

Öz

The main aim of this study is to point out the importance of consumer complaints and the evalution of these complaints in the organizational learning processes of lodging enterprises and tour operators which are among the most essential parts of the tourism industry. In the study - from November 2012 to November 2013 – 6458 electronic complaints and the attitudes of the enterprises towards these complaints are examined. Furthermore, identifying the areas of complaints according to their intensity is also indicated in the study. This information is important for the enterprises to understand in which areas they provide deficient and unsatisfactory services. The results indicate that lodging enterprises and tour operators could not still reach to the desired level in the effective complaint management process and most of them till now ignore the importance of complaints as an information source. However, consumer complaints help enterprises to identify service failures or wrong operating policies and applications and give them the opportunity of taking a lesson from their failures. Moreover consumer complaints can also contribute to the organizational learning processes of the enterprises.

Anahtar Kelimeler

Consumer Complaints Complaint Management Organizational Learning Lodging Enterprises Tour Operators Tourism Sector.

Kaynakça

  • Adreasen, A. R. ve Best, A. (1977), “Consumers Complain-Does Business Respond” Harward Business Review, July-August, pp.93-101.
  • Argyris C. ve Schön D.A. (1996), Organizational Learning: A Theory of Action Perspective Addison Wesley, Reading MA.
  • Barış, G. (2008), Kusursuz Müşteri Memnuniyeti için Şikayet Yönetimi, 2. Baskı, İstanbul, Mediacat.
  • Barlow J. ve Moller C. (1998), Her Şikayet Bir Armağandır (Çev. G. Günay), İstanbul, RotaYayınları.
  • Bell, J. B., Mengüç, B. ve Stefani, S. L. (2004), “When Customers Dissappoint: A Model of Relational Internal Marketing and Customer Complaints” Academy of Marketing Science, 32(2), pp.112-126.
  • Burnes, B., Cooper, C. ve West, P. (2003), “Organizational Learning: The New Management Paradigm?” Management Decision, 41(5), pp.452-464.
  • Cummings T. G. ve Worley C. G. (1997), Organizational Development and Change, Cincinati, South-Western College Publishing.
  • Defranco, A., Wortman, J., Lam. T. ve Countryman, C. (2005), “A Crosscultural Comparison of Customer Complaint Behaviour in Restaurants in Hotels” Asia Pacific Journal of Tourism Research, 10(2), pp.173-190.
  • Disney, J. (1999), “Customer Satisfaction and Loyalty: The Critical Elements of Service Quality” Total Quality Management, 10(4/5), pp.491-497.
  • Farr, K. (2000), “Organizational Learning and Knowledge Managers” Work Study, 49(1), pp.14-18.
  • Fiol, M. C. ve Lyles, M. H.(1985), “Organizational Learning” The Academy of Management Review, July-August, 10(4), pp.803-813.
  • Fornell, C. ve Wernerfelt, B. (1987), “Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis” Journal of Marketing Research, November, 24, pp.337-46.
  • Garvin, D. A. (1999), Öğrenen Bir Örgüt Yaratmak, Bilgi Yönetimi, (Çev: Gündüz Bulut), İstanbul, Mess Yayınları.
  • Gerson, R. (1997), Müşteri Tatmininde Süreklilik (Çev: Tülay Savaşer) İstanbul, Rota Yayınları.
  • Gilly, M. C. ve Stevenson, W. B. (1991), “Dynamics of Complaint Management in the Service Organizations” Journal of Consumer Affairs, 25(2), pp.295-323.
  • Güreş, N. (2004), “Müşteri Kayıplarıyla İlgilenmesinin İşletme Açısından Önemi” Pazarlama Dünyası, 18 (2), pp.54-57.
  • Gürsoy, D., McCleary, K.W. ve Lepsito, L.R. (2003), “Segmenting Dissatisfied Restaurant Customers Based on Their Complaining Response Styles” Journal of Foodservice Business Research, 6(1), pp.25-44.
  • Harari, O. (1997), “Thank Heavens for Complainers” Management Review, 86(3), pp.25-29.
  • Harrison-Walker, L.J. (2001), “E-Complaning: A Content Analysis Of An Internet Complaint Forum” Journal of Services Marketing, 15(5), pp.397-412.
  • Heung, V.C.S. ve Lam, T. (2003), “Customer Complaint Behavior Towards Hotel Restaurant Services” International Journal of Contemporary Hospitality Management, 15(5), pp.283-289.
  • Homburg C, ve Fürst A. (2005), “How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach” Journal of Marketing, 69(3), pp.95-114.
  • Huber, G. P. (1991), “Organizational Learning: The Contributing Processes and the Literatures” Organizations Science, February, 2(1), pp.88-115.
  • Karatepe, O.M. (2006), “Customer Complaints and Organizational Responses: The Effects of Complainants’ Perceptions of Justice on Satisfaction and Loyalty” Hospitality Management, 25, pp.69-90.
  • Kelley, S.W., Hoffman, K.D. ve Davis, M.A. (1993), “A Typology of Retail Failures and Recoveries'' Journal of Retailing, 69(4), pp.429-52.
  • Kozak, M. (2007), “Turizm Sektöründe Tüketicilerin Şikayetlerini Bildirme Eğilimleri” Yönetim ve Ekonomi, 14(1), pp.137-151.
  • Lam, T. ve Tang, V. (2003), “Recognizing Customer Complaint Behaviour: The Case of Hong Kong Hotel Restaurants” Journal of Travel and Tourism Marketing, 14(1), pp.69-86.
  • Lapré, M. A. ve Tsikriktsis, N. (2006), “Organizational Learning Curves for Customer Dissatisfaction: Heterogeneity Across Airlines” Management Science, 52(3), pp.352-366.
  • Levitt, B. ve March, J.(1988), “Organizational Learning” Annual Review of Sociology, 14, pp.319-340.
  • Lewis, R. C. (1983), “When Guests Complain” Cornell Hotel and Restaurant Administration Quarterly, August, pp.23-32.
  • Lovelock C. H. ve Wright, L. K. (1999), Principles of Services Marketing and Management, New Jersey, Prentice Hall.
  • Mattila, A. S. ve Mount, D.J (2003), “The Impact of Selected Customer Characteristics and Response time on E-complaint Satisfaction and Return Intent” Hospitalty Management, 22 (2), pp.135-145.
  • McDougall, H.G. ve Levesque, T. (2000), “Customer Satisfaction with Services: Putting Perceived Value into the Equation” Journal of Services Marketing, 14(5), pp.392-410.
  • McGill, M. E. ve Slocum, J. W. (1993), “Unlearning the Organization” Organizational Dynamics, 22(2), pp.67-79.
  • Namkung, Y., Jang, S.C. ve Choi, S.K. (2011), “Customer Complaints in Restaurants: Do They Differ by Service Stages and Loyalty Levels?” International Journal of Hospitality Management, 30, pp.495-502.
  • Parasuraman, A. ve Berry, L.(1997), “Listening to the Customer: The Concept of Service Quality Information System” Sloan Management Review, 38(3), pp.65-76.
  • Reichheld, F.F. ve Sasser, E. W. (1990), “Zero Defectations: Quality Comes Service.” Harvard Business Review, 68, pp.105-111.
  • Reichheld, F.F. (1993), “Loyalty Based Management'' Harvard Business Review, March/April, 71, pp.64-74.
  • Ro, H. ve Wong, J. (2012), “Customer Opportunistic Complaints Management: A Critical Incident Approach” International Journal of Hospitality Management, 31, pp.419-427.
  • Schibrowsky, J. ve Lapidus, A. (1994), “Gaining a Compatitive Advantage by Analyzing Aggregate Complaints” Journal of Consumer Marketing, 11(1), pp.15-26.
  • Sing, J. ve Widing, R. E. (1991), “What Occurs Once Consumers Complain” European Journal of Marketing, 25(5), pp.309-566.
  • Smith, P. ve Tosey, P. (1999), “Assessing The Learning Organization: Part 1Theoretical Foundations” The Learning Organization, 6(2), pp. 70-75. Su, W. ve Bowen, J. (2001), “Restaurant Customer Complaint Behavior” Journal of Restaurant and Foodservice Marketing, 4(2), pp.35-65.
  • Sujithamrak, S. ve Lam, T. (2005), “Relationship Between Customer Complaint Behaviour and Demographic Characteristics: A Study of Hotel Restaurants’ Patrons” Asia Pacific Journal of Tourism Research, 10(3), pp. 289-307.
  • Tax, S. S., BrowN S.W. ve Chanrashearan, M. (1998), “Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing” Journal of Marketing. 62, pp. 60-76.
  • Yüksel, A. ve Kılınç, U.K. (2003), “Müşterilerin Şikayet Çözümüne Yönelik Konaklama İşletmelerinden Beklentileri ve Değişik Müşteri Grupları Arasındaki Beklenti Farkları” Anatolia: Turizm Araştırmaları Dergisi, 14(1), pp. 23-32.

TÜKETİCİ ŞİKAYETLERİNİN ÖRGÜTSEL ÖĞRENME ARACI OLARAK DEĞERLENDİRİLMESİ: KONAKLAMA İŞLETMELERİ VE TUR OPERATÖRLERİNE YÖNELİK ŞİKAYETLER ÜZERİNE BİR ARAŞTIRMA

Yıl 2014, Cilt: 28 Sayı: 4, 0 - , 14.03.2014

Ö. Devrim Yılmaz

Öz

Bu çalışmanın temel amacı turizm sektörünün önemli yapı taşlarından olan konaklama işletmeleri ve tur operatörlerine yönelik tüketici şikayetlerinin işletmelerce örgütsel öğrenme aracı olarak değerlendirilmesi sürecine dikkat çekmektir. Çalışmada söz konusu işletmelere yönelik Kasım 2012 - Kasım 2013 tarihleri arasındaki 6458 adet elektronik şikayet ve işletmelerin tüketici şikayetlerine yönelik tutumu incelenmekte ve turizm işletmelerinde şikayetlerin hangi alanlarda yoğunlaştığı araştırılmaktadır. Şikayetlerin yoğun olduğu alanların belirlenmesi, işletmelerin hangi alanlarda yetersiz kaldıklarının bilinmesi açısından önem taşımaktadır. Araştırma sonuçları konaklama işletmeleri ve tur operatörlerinin şikayetlerin etkin yönetimi konusunda halen yeterli düzeye ulaşamadıklarını ve tüketici şikayetlerinin önemli birer bilgi kaynağı olabileceğini göz ardı ettiklerini göstermektedir. Oysa tüketici şikayetleri işletmelerin sundukları hizmetlerdeki aksaklıkları ya da yanlış işletme politika ve uygulamalarını açıkça görebilmelerini sağlayarak hatalardan ders çıkarma fırsatı vermekte ve örgütsel öğrenmeye önemli katkılar sağlamaktadır.

Anahtar Kelimeler

Tüketici Şikayetleri Şikayet Yönetimi Örgütsel Öğrenme Konaklama İşletmeleri Tur Operatörleri Turizm Sektörü.

Kaynakça

  • Adreasen, A. R. ve Best, A. (1977), “Consumers Complain-Does Business Respond” Harward Business Review, July-August, pp.93-101.
  • Argyris C. ve Schön D.A. (1996), Organizational Learning: A Theory of Action Perspective Addison Wesley, Reading MA.
  • Barış, G. (2008), Kusursuz Müşteri Memnuniyeti için Şikayet Yönetimi, 2. Baskı, İstanbul, Mediacat.
  • Barlow J. ve Moller C. (1998), Her Şikayet Bir Armağandır (Çev. G. Günay), İstanbul, RotaYayınları.
  • Bell, J. B., Mengüç, B. ve Stefani, S. L. (2004), “When Customers Dissappoint: A Model of Relational Internal Marketing and Customer Complaints” Academy of Marketing Science, 32(2), pp.112-126.
  • Burnes, B., Cooper, C. ve West, P. (2003), “Organizational Learning: The New Management Paradigm?” Management Decision, 41(5), pp.452-464.
  • Cummings T. G. ve Worley C. G. (1997), Organizational Development and Change, Cincinati, South-Western College Publishing.
  • Defranco, A., Wortman, J., Lam. T. ve Countryman, C. (2005), “A Crosscultural Comparison of Customer Complaint Behaviour in Restaurants in Hotels” Asia Pacific Journal of Tourism Research, 10(2), pp.173-190.
  • Disney, J. (1999), “Customer Satisfaction and Loyalty: The Critical Elements of Service Quality” Total Quality Management, 10(4/5), pp.491-497.
  • Farr, K. (2000), “Organizational Learning and Knowledge Managers” Work Study, 49(1), pp.14-18.
  • Fiol, M. C. ve Lyles, M. H.(1985), “Organizational Learning” The Academy of Management Review, July-August, 10(4), pp.803-813.
  • Fornell, C. ve Wernerfelt, B. (1987), “Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis” Journal of Marketing Research, November, 24, pp.337-46.
  • Garvin, D. A. (1999), Öğrenen Bir Örgüt Yaratmak, Bilgi Yönetimi, (Çev: Gündüz Bulut), İstanbul, Mess Yayınları.
  • Gerson, R. (1997), Müşteri Tatmininde Süreklilik (Çev: Tülay Savaşer) İstanbul, Rota Yayınları.
  • Gilly, M. C. ve Stevenson, W. B. (1991), “Dynamics of Complaint Management in the Service Organizations” Journal of Consumer Affairs, 25(2), pp.295-323.
  • Güreş, N. (2004), “Müşteri Kayıplarıyla İlgilenmesinin İşletme Açısından Önemi” Pazarlama Dünyası, 18 (2), pp.54-57.
  • Gürsoy, D., McCleary, K.W. ve Lepsito, L.R. (2003), “Segmenting Dissatisfied Restaurant Customers Based on Their Complaining Response Styles” Journal of Foodservice Business Research, 6(1), pp.25-44.
  • Harari, O. (1997), “Thank Heavens for Complainers” Management Review, 86(3), pp.25-29.
  • Harrison-Walker, L.J. (2001), “E-Complaning: A Content Analysis Of An Internet Complaint Forum” Journal of Services Marketing, 15(5), pp.397-412.
  • Heung, V.C.S. ve Lam, T. (2003), “Customer Complaint Behavior Towards Hotel Restaurant Services” International Journal of Contemporary Hospitality Management, 15(5), pp.283-289.
  • Homburg C, ve Fürst A. (2005), “How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach” Journal of Marketing, 69(3), pp.95-114.
  • Huber, G. P. (1991), “Organizational Learning: The Contributing Processes and the Literatures” Organizations Science, February, 2(1), pp.88-115.
  • Karatepe, O.M. (2006), “Customer Complaints and Organizational Responses: The Effects of Complainants’ Perceptions of Justice on Satisfaction and Loyalty” Hospitality Management, 25, pp.69-90.
  • Kelley, S.W., Hoffman, K.D. ve Davis, M.A. (1993), “A Typology of Retail Failures and Recoveries'' Journal of Retailing, 69(4), pp.429-52.
  • Kozak, M. (2007), “Turizm Sektöründe Tüketicilerin Şikayetlerini Bildirme Eğilimleri” Yönetim ve Ekonomi, 14(1), pp.137-151.
  • Lam, T. ve Tang, V. (2003), “Recognizing Customer Complaint Behaviour: The Case of Hong Kong Hotel Restaurants” Journal of Travel and Tourism Marketing, 14(1), pp.69-86.
  • Lapré, M. A. ve Tsikriktsis, N. (2006), “Organizational Learning Curves for Customer Dissatisfaction: Heterogeneity Across Airlines” Management Science, 52(3), pp.352-366.
  • Levitt, B. ve March, J.(1988), “Organizational Learning” Annual Review of Sociology, 14, pp.319-340.
  • Lewis, R. C. (1983), “When Guests Complain” Cornell Hotel and Restaurant Administration Quarterly, August, pp.23-32.
  • Lovelock C. H. ve Wright, L. K. (1999), Principles of Services Marketing and Management, New Jersey, Prentice Hall.
  • Mattila, A. S. ve Mount, D.J (2003), “The Impact of Selected Customer Characteristics and Response time on E-complaint Satisfaction and Return Intent” Hospitalty Management, 22 (2), pp.135-145.
  • McDougall, H.G. ve Levesque, T. (2000), “Customer Satisfaction with Services: Putting Perceived Value into the Equation” Journal of Services Marketing, 14(5), pp.392-410.
  • McGill, M. E. ve Slocum, J. W. (1993), “Unlearning the Organization” Organizational Dynamics, 22(2), pp.67-79.
  • Namkung, Y., Jang, S.C. ve Choi, S.K. (2011), “Customer Complaints in Restaurants: Do They Differ by Service Stages and Loyalty Levels?” International Journal of Hospitality Management, 30, pp.495-502.
  • Parasuraman, A. ve Berry, L.(1997), “Listening to the Customer: The Concept of Service Quality Information System” Sloan Management Review, 38(3), pp.65-76.
  • Reichheld, F.F. ve Sasser, E. W. (1990), “Zero Defectations: Quality Comes Service.” Harvard Business Review, 68, pp.105-111.
  • Reichheld, F.F. (1993), “Loyalty Based Management'' Harvard Business Review, March/April, 71, pp.64-74.
  • Ro, H. ve Wong, J. (2012), “Customer Opportunistic Complaints Management: A Critical Incident Approach” International Journal of Hospitality Management, 31, pp.419-427.
  • Schibrowsky, J. ve Lapidus, A. (1994), “Gaining a Compatitive Advantage by Analyzing Aggregate Complaints” Journal of Consumer Marketing, 11(1), pp.15-26.
  • Sing, J. ve Widing, R. E. (1991), “What Occurs Once Consumers Complain” European Journal of Marketing, 25(5), pp.309-566.
  • Smith, P. ve Tosey, P. (1999), “Assessing The Learning Organization: Part 1Theoretical Foundations” The Learning Organization, 6(2), pp. 70-75. Su, W. ve Bowen, J. (2001), “Restaurant Customer Complaint Behavior” Journal of Restaurant and Foodservice Marketing, 4(2), pp.35-65.
  • Sujithamrak, S. ve Lam, T. (2005), “Relationship Between Customer Complaint Behaviour and Demographic Characteristics: A Study of Hotel Restaurants’ Patrons” Asia Pacific Journal of Tourism Research, 10(3), pp. 289-307.
  • Tax, S. S., BrowN S.W. ve Chanrashearan, M. (1998), “Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing” Journal of Marketing. 62, pp. 60-76.
  • Yüksel, A. ve Kılınç, U.K. (2003), “Müşterilerin Şikayet Çözümüne Yönelik Konaklama İşletmelerinden Beklentileri ve Değişik Müşteri Grupları Arasındaki Beklenti Farkları” Anatolia: Turizm Araştırmaları Dergisi, 14(1), pp. 23-32.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ö. Devrim Yılmaz

Yayımlanma Tarihi 14 Mart 2014
Yayımlandığı Sayı Yıl 2014 Cilt: 28 Sayı: 4

Kaynak Göster

APA Yılmaz, Ö. D. (2014). TÜKETİCİ ŞİKAYETLERİNİN ÖRGÜTSEL ÖĞRENME ARACI OLARAK DEĞERLENDİRİLMESİ: KONAKLAMA İŞLETMELERİ VE TUR OPERATÖRLERİNE YÖNELİK ŞİKAYETLER ÜZERİNE BİR ARAŞTIRMA. Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 28(4). https://doi.org/10.16951/iibd.03205

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