THE ROLE OF CULTURAL DIFFERENCES ON CUSTOMER SATISFACTION: ANALYSIS OF ONLINE REVIEWS IN TOURISM SECTOR

Year 2020, Volume: 20 Issue: 1, 229 - 254, 24.03.2020

Ramazan Muradi Adem Akbıyık

https://doi.org/10.11616/basbed.v20i53206.582828

Abstract

Potential customers use persuasive and
explanatory sources of information to avoid risk in the process of purchasing
decisions. While these sources are best known in the past, family, friends and
close relatives are now online platforms such as websites, forums, blogs and
social media, online reviews made on these platforms and star ratings given to
these reviews. There are many factors affecting the perception of satisfaction
in multinational sectors such as tourism. One of these factors is culture. The
main purpose of the study was to find the effect of cultural differences on the
perception of satisfaction. In this study, online reviews of 5 different
cultures belonging to a hotel in Antalya were analyzed. Reviews were analyzed
with the content analysis method using WordStat 8.0 program and the
relationships between these criteria were examined by revealing what the
customers of different cultures are based on as satisfaction criteria. As a
result, the effects of cultural differences on the perception of satisfaction
were revealed. 

Keywords

Tourism, WOM, eWOM, Star Rating, Consumer Satisfaction

KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ

Abstract

Potansiyel müşteriler satın alma kararları sürecinde riskten kaçınmak için ikna edici ve açıklayıcı bilgi kaynaklarına başvurmaktadır. Bu kaynakların en bilindikleri geçmişte aile, arkadaşlar ve yakın çevre iken, günümüzde artık internet siteleri, forumlar, bloglar ve sosyal medya gibi çevrimiçi platformlar, bu platformlarda yapılmış olan çevrimiçi yorumlar ve bu yorumlara verilmiş yıldız derecelendirmeleridir. Turizm gibi çok uluslu sektörlerde memnuniyet algısını etkileyen birçok faktör vardır. Bu faktörlerin başında kültür gelmektedir. Bu çalışmanın temel amacı kültürel farklılıkların memnuniyet algısına etkisini bulmak olarak belirlenmiştir. Çalışmada Antalya’da bulunan bir otele ait 5 farklı kültürden yapılmış çevrimiçi yorumlar analiz edilmiştir. Yorumlar WordStat 8.0 programı kullanılarak içerik analizi yöntemi ile analiz edilmiş ve farklı kültürdeki müşterilerin otelde neleri memnuniyet kriteri olarak baz aldıkları ortaya çıkarılarak bu kriterler arasındaki ilişkiler incelenmiştir. Çalışma sonucunda, kültürel farklılıkların memnuniyet algısı üzerindeki etkileri çalışmaya konu edinilen kültürler düzeyinde ortaya çıkarılmıştır.  

Keywords

Turizm, WOM, eWOM, Yıldız Derecelendirme, Müşteri Memnuniyeti, Kültürel Farklılıklar

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