SERVQUAL Modeli Çerçevesinde Yüksek ve Düşük Fiyatlı Otellerdeki Olumsuz Yorumların Karşılaştırmalı Analizi

Abstract

Bu çalışma, farklı fiyat segmentlerindeki otellerin çevrimiçi müşteri yorumları üzerinden algılanan hizmet kalitesini incelemeyi amaçlamaktadır. Bu amaçla TripAdvisor platformunda yer alan ve düşük puan verilmiş kullanıcı yorumlarından oluşan bir veri seti hazırlanmıştır. Araştırma nitel araştırma tekniklerinden içerik analizi yöntemi esas alınarak yürütülmüştür. Araştırmada, çevrimiçi kullanıcı yorumları SERVQUAL modelinin beş boyutuna (fiziksel unsurlar, güvenilirlik, cevap verebilirlik, güvence ve empati) göre kodlanmıştır. Elde edilen bulgular, yüksek fiyatlı otellerde şikâyetlerin daha çok duyusal kalite (oda kokusu, gürültü, ambiyans), kişiselleştirme eksikleri (özel taleplere duyarsızlık, esneklik yetersizliği) ve güvence/itibar (marka vaadi ile deneyim arasındaki uyumsuzluk) etrafında kümelendiğini, düşük fiyatlı otellerde ise temizlik ve bakım, erişilebilirlik/alt yapı, zamanında hizmet ve çalışan davranışı gibi temel hizmet unsurlarında yoğunlaştığını göstermektedir. Elde edilen bulgular ışığında hizmet kalitesi yönetiminde fiyat segmentine duyarlı ve boyut temelli iyileştirme öncelikleri önerilmektedir. Ayrıca çalışma, şikâyet yönetimi ve kaynak dağılımına ilişkin uygulanabilir bir yol haritası sunmakta olup daha geniş çerçevede, çevrimiçi yorumların hizmet kalitesi yönetiminde karar destek aracı olarak kullanımını ilerletmektedir.

Keywords

• : Hizmet kalitesi
• SERVQUAL
• müşteri memnuniyeti
• fiyat algısı
• TripAdvisor

Supporting Institution

Destekleyen Kurum Bulunmamaktadır

Ethical Statement

Çalışmada herhangi bir katılımcı ile doğrudan görüşme gerçekleştirilmemiş, bireylerin özel iznine gerek duyulmayan, anonimleştirilmiş veriler kullanılmıştır. Bu nedenlerle, etik kurul onayı gerektirecek nitelikte bir müdahale, deney ya da kişisel veri işleme durumu söz konusu değildir.

Thanks

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Comparative Analysis of Online Negative Reviews in High- and Low-Priced Hotels within the SERVQUAL Framework

Abstract

This study aims to determine perceived service quality by analyzing online customer reviews of hotels operating in different price segments. To this end, a dataset was constructed from low-rated user reviews on the TripAdvisor platform, and qualitative content analysis was employed. The reviews were coded according to the five dimensions of the SERVQUAL model—tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that complaints about high-priced hotels cluster primarily around sensory quality (e.g., room odor, noise, ambience), deficits in personalization (insensitivity to special requests, lack of flexibility), and assurance/reputation (misalignment between the brand promise and the experienced service). By contrast, complaints about low-priced hotels concentrate on foundational service elements such as cleanliness and maintenance, accessibility/infrastructure, timeliness, and staff behavior. In light of these results, price-segment–sensitive priorities for service quality improvement are proposed. The study also offers a practical roadmap for the dimensional analysis of negative online reviews, complaint management, and resource allocation.

Keywords

• Service quality
• SERVQUAL
• customer satisfaction
• price perception
• Tripadvisor

Supporting Institution

No supporting institution.

Ethical Statement

No direct interviews with participants were conducted; the study used anonymized data for which individuals’ explicit consent was not required. Accordingly, there was no intervention, experiment, or processing of personal data that would necessitate ethics committee approval.

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