Research Article
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Evaluation of Customer Comments and Complaints about Hotel Businesses

Year 2020, Volume: 1 Issue: 1, 17 - 32, 15.07.2020

Abstract

Assessment of the customer complaints provides important feedbacks for the businesses. Since services are consumed where they are supplied in the case of hotels the main responsibility for the delivery of them is on the hotel staff. Therefore, differences in terms of services among hotels may likely to occur due to the human factor. Also, accepting the influence of human factor on businesses allows us to realize that customer satisfaction would depend on human factor in services. Technological advancements and existence of websites such as TripAdvisor create more opportunities for customers to comment on their experiences. These comments have significant effects on hotels because through websites customers are able to compare the ratings of several hotels and as a result their potential demand would turn into an actual demand.
This study aims to identify the main subjects of positive and negative customer reviews for top 50 5-star hotels in Belek region according to customer’s ratings. Subjects are categorized and a database is created in compliance with the topics through the identification of review contents. In the period between 1 July - 31 August 2018, 307 customers have sent complaints whereas 1990 customers have sent compliments. In their reviews, customers are inclined to display their observations on staff behavior and food and beverage quality. Other frequently mentioned topics in the positive comments are animation, hotel hygiene and cleanliness, hotel environment and price-performance, while negative comments are mainly focused on hygiene, hotel rooms, animation and hotel facilities.

References

  • Alabay, M.N. (2012). Müşteri Şikâyetleri Yönetimi, Uluslararası Yönetim İktisat ve İşletme Dergisi, Cilt 8, Sayı 16, 137-157.
  • Atalik, Ö. (2007). Customer complaints about airline service: a preliminary study of Turkish frequent flyers, Management Research News, Vol. 30, Issue: 6, 409-419.
  • Cezar, A. & Ögüt, H. (2016). Analyzing conversion rates in online hotel booking: The role of customer reviews, recommendations and rank order in search listings, International Journal of Contemporary Hospitality Management, Vol. 28 Issue, 2, 286-304.
  • Ekiz, E., Khoo‐Lattimore, C. & Memarzadeh, F. (2012). Air the anger: investigating online complaints on luxury hotels, Journal of Hospitality and Tourism Technology, Vol. 3 Issue, 2, 96-106.
  • Ergün, G.,S. & Kitapci, O. (2018). The impact of cultural dimensions on customer complaint behaviours: an exploratory study in Antalya/Manavgat tourism region, International Journal of Culture, Tourism and Hospitality Research, Vol. 12 Issue: 1, 59-79.
  • Heung, V. & C.,S., Lam, T. (2003). Customer complaint behaviour towards hotel restaurant services, International Journal of Contemporary Hospitality Management, Vol. 15 Issue: 5, .283-289.
  • Hsieh Y.‐C., (2012). Hotel companies' environmental policies and practices: a content analysis of their web pages, International Journal of Contemporary Hospitality Management, Vol. 24 Issue 1, 97-121.
  • Huppertz, J. W. (2007). Firms' complaint handling policies and consumer complaint voicing, Journal of Consumer Marketing, Vol. 24 Issue: 7, 428-437.
  • Kılıç, B. & Ok, S. (2012). Otel İşletmelerinde Müşteri Şikayetleri ve Şikayetlerin Değerlendirilmesi, Journal of Yaşar University, 25(7), 4189-4202.
  • Kim, B., Kim, S. & Heo, C. Y., (2016). Analysis of satisfiers and dissatisfiers in online hotel reviews on social media, International Journal of Contemporary Hospitality Management, Vol. 28 Issue: 9, 1915-1936.
  • Kim, S. E. & Lehto, X. Y., (2012). The voice of tourists with mobility disabilities: insights from online customer complaint websites, International Journal of Contemporary Hospitality Management, Vol. 24 Issue: 3, 451-476.
  • Kim, C., Kim, S., Im, S. & Shin, C., (2003). The effect of attitude and perception on consumer complaint intentions, Journal of Consumer Marketing, Vol. 20 Issue: 4, 352-371.
  • Kwok, ., Xie, K.L. & Richards, T., (2017). Thematic framework of online review research: A systematic analysis of contemporary literature on seven major hospitality and tourism journals, International Journal of Contemporary Hospitality Management, Vol. 29 Issue: 1, 307-354.
  • Law, R. & Hsu, C.,H.C., (2005). Customers' perceptions on the importance of hotel web site dimensions and attributes, International Journal of Contemporary Hospitality Management, Vol. 17 Issue: 6, 493-503.
  • Ngai, E.W.T., Heung, V.,C.S., Wong, Y.H. & Chan, F.K.Y. (2007). Consumer complaint behaviour of Asians and non‐Asians about hotel services: An empirical analysis, European Journal of Marketing, Vol. 41 Issue: 11/12, 1375-139.
  • Perez-Aranda, J., Guerreiro, M. M. & Mendes, J. C., (2018). Predictors of positive reviews on hotels: hoteliers’ perception, Online Information Review, Vol. 42 Issue: 2, 146-160.
  • Sahin, İ., Gulmez, M. & Kitapci, O., (2017). E-complaint tracking and online problem-solving strategies in hospitality management: Plumbing the depths of reviews and responses on TripAdvisor, Journal of Hospitality and Tourism Technology, Vol. 8 Issue: 3, 372-394.
  • Salem I.,E.,B. & Čavlek, N., (2016). Evaluation of hotel website contents: existenceimportance analysis, Journal of Hospitality and Tourism Technology, Vol. 7 Issue: 4,366-389.
  • Stauss, B., (2002). The dimensions of complaint satisfaction: process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction, Managing Service Quality, An International Journal, Vol. 12 Issue: 3, 173-183.
  • Varela‐Neira, C.,Vázquez‐Casielles, R. & Iglesias, V., (2010). Explaining customer satisfaction with complaint handling, International Journal of Bank Marketing, Vol. 28 Issue: 2, 88-112.
  • Viglia, G., Minazzi, R. & Buhalis, D., (2016). The influence of e-word-of-mouth on hotel occupancy rate, International Journal of Contemporary Hospitality Management, Vol. 28 Issue: 9, 2035-2051.
  • Tronvoll, B., (2012). A dynamic model of customer complaining behaviour from the perspective of service‐dominant logic, European Journal of Marketing, Vol. 46 Issue: 1/2, 284-305.
  • Zhao, X.(Roy), Wang, L., Guo, X. & Law, R., (2015). The influence of online reviews to online hotel booking intentions, International Journal of Contemporary Hospitality Management, Vol. 27 Issue: 6, 1343-1364.
  • https://www.tatilhome.com.tr/belek.html, e.t.:15.03.2019.

Otel İşletmelerine İlişkin Müşteri Pozitif Yorum ve Şikayetlerinin Yoğunlaştığı Konulara İlişkin Nitel Bir Değerlendirme

Year 2020, Volume: 1 Issue: 1, 17 - 32, 15.07.2020

Abstract

Müşteri şikayetlerinin yoğunlaştığı konuların bilinmesi, işletmelere önemli bir bilgi kaynağıdır. Hizmetlerin üretildiği yerde tüketilmesi özelliği nedeniyle, hizmet sunumundan hizmeti sunan personel birinci derecede sorumludur. Bu nedenle, hizmet sunumunda farklılık olabileceği gibi, hizmetin üretimi ve tüketimini “insan işi” olarak nitelendirebilmemiz, hizmet sunumundan duyulan tatminin de, göreceli olmasını sağlayabilecektir. Hizmetlerin bu özelliği, TripAdvisor gibi sitelerin kullanımının artması ile sık yorumun yapıldığı otel işletmelerinde daha da önemli olmaktadır. Otellere yönelik potansiyel talebin web sayfalarından incelenen yorumlara göre fiili talebe dönüşebildiği bilinmektedir.
Bu çalışmada Belek yöresinde faaliyet gösteren 5 yıldızlı oteller içerisinde olumlu müşteri yorumlarına göre top 50’de yer alanlarla ilgili olumlu müşteri yorumu ve şikayet konularını içerik analizi yöntemi ile belirleyerek kategorize etmek amaçlanmıştır. 1 Haziran-31 Ağustos 2018 tarihlerini içeren müşteri yorumlarına göre; 307 müşteri şikayette, 1990 müşteri de olumlu yorumda bulunmuştur. Olumlu yorum sayısının daha yüksek olmasının nedeni olumlu yorumlara göre top 50 işletmenin seçilmiş olmasıdır. Personel davranışı ve yeme-içme olumlu yorumlarda ve şikayet konularında göreli olarak daha fazla sıklıkta ifade edilmiştir.

References

  • Alabay, M.N. (2012). Müşteri Şikâyetleri Yönetimi, Uluslararası Yönetim İktisat ve İşletme Dergisi, Cilt 8, Sayı 16, 137-157.
  • Atalik, Ö. (2007). Customer complaints about airline service: a preliminary study of Turkish frequent flyers, Management Research News, Vol. 30, Issue: 6, 409-419.
  • Cezar, A. & Ögüt, H. (2016). Analyzing conversion rates in online hotel booking: The role of customer reviews, recommendations and rank order in search listings, International Journal of Contemporary Hospitality Management, Vol. 28 Issue, 2, 286-304.
  • Ekiz, E., Khoo‐Lattimore, C. & Memarzadeh, F. (2012). Air the anger: investigating online complaints on luxury hotels, Journal of Hospitality and Tourism Technology, Vol. 3 Issue, 2, 96-106.
  • Ergün, G.,S. & Kitapci, O. (2018). The impact of cultural dimensions on customer complaint behaviours: an exploratory study in Antalya/Manavgat tourism region, International Journal of Culture, Tourism and Hospitality Research, Vol. 12 Issue: 1, 59-79.
  • Heung, V. & C.,S., Lam, T. (2003). Customer complaint behaviour towards hotel restaurant services, International Journal of Contemporary Hospitality Management, Vol. 15 Issue: 5, .283-289.
  • Hsieh Y.‐C., (2012). Hotel companies' environmental policies and practices: a content analysis of their web pages, International Journal of Contemporary Hospitality Management, Vol. 24 Issue 1, 97-121.
  • Huppertz, J. W. (2007). Firms' complaint handling policies and consumer complaint voicing, Journal of Consumer Marketing, Vol. 24 Issue: 7, 428-437.
  • Kılıç, B. & Ok, S. (2012). Otel İşletmelerinde Müşteri Şikayetleri ve Şikayetlerin Değerlendirilmesi, Journal of Yaşar University, 25(7), 4189-4202.
  • Kim, B., Kim, S. & Heo, C. Y., (2016). Analysis of satisfiers and dissatisfiers in online hotel reviews on social media, International Journal of Contemporary Hospitality Management, Vol. 28 Issue: 9, 1915-1936.
  • Kim, S. E. & Lehto, X. Y., (2012). The voice of tourists with mobility disabilities: insights from online customer complaint websites, International Journal of Contemporary Hospitality Management, Vol. 24 Issue: 3, 451-476.
  • Kim, C., Kim, S., Im, S. & Shin, C., (2003). The effect of attitude and perception on consumer complaint intentions, Journal of Consumer Marketing, Vol. 20 Issue: 4, 352-371.
  • Kwok, ., Xie, K.L. & Richards, T., (2017). Thematic framework of online review research: A systematic analysis of contemporary literature on seven major hospitality and tourism journals, International Journal of Contemporary Hospitality Management, Vol. 29 Issue: 1, 307-354.
  • Law, R. & Hsu, C.,H.C., (2005). Customers' perceptions on the importance of hotel web site dimensions and attributes, International Journal of Contemporary Hospitality Management, Vol. 17 Issue: 6, 493-503.
  • Ngai, E.W.T., Heung, V.,C.S., Wong, Y.H. & Chan, F.K.Y. (2007). Consumer complaint behaviour of Asians and non‐Asians about hotel services: An empirical analysis, European Journal of Marketing, Vol. 41 Issue: 11/12, 1375-139.
  • Perez-Aranda, J., Guerreiro, M. M. & Mendes, J. C., (2018). Predictors of positive reviews on hotels: hoteliers’ perception, Online Information Review, Vol. 42 Issue: 2, 146-160.
  • Sahin, İ., Gulmez, M. & Kitapci, O., (2017). E-complaint tracking and online problem-solving strategies in hospitality management: Plumbing the depths of reviews and responses on TripAdvisor, Journal of Hospitality and Tourism Technology, Vol. 8 Issue: 3, 372-394.
  • Salem I.,E.,B. & Čavlek, N., (2016). Evaluation of hotel website contents: existenceimportance analysis, Journal of Hospitality and Tourism Technology, Vol. 7 Issue: 4,366-389.
  • Stauss, B., (2002). The dimensions of complaint satisfaction: process and outcome complaint satisfaction versus cold fact and warm act complaint satisfaction, Managing Service Quality, An International Journal, Vol. 12 Issue: 3, 173-183.
  • Varela‐Neira, C.,Vázquez‐Casielles, R. & Iglesias, V., (2010). Explaining customer satisfaction with complaint handling, International Journal of Bank Marketing, Vol. 28 Issue: 2, 88-112.
  • Viglia, G., Minazzi, R. & Buhalis, D., (2016). The influence of e-word-of-mouth on hotel occupancy rate, International Journal of Contemporary Hospitality Management, Vol. 28 Issue: 9, 2035-2051.
  • Tronvoll, B., (2012). A dynamic model of customer complaining behaviour from the perspective of service‐dominant logic, European Journal of Marketing, Vol. 46 Issue: 1/2, 284-305.
  • Zhao, X.(Roy), Wang, L., Guo, X. & Law, R., (2015). The influence of online reviews to online hotel booking intentions, International Journal of Contemporary Hospitality Management, Vol. 27 Issue: 6, 1343-1364.
  • https://www.tatilhome.com.tr/belek.html, e.t.:15.03.2019.
There are 24 citations in total.

Details

Primary Language Turkish
Subjects Tourism (Other)
Journal Section Research Articles
Authors

Esen Gürbüz

Gizem Aslıhan Ormankıran This is me

Publication Date July 15, 2020
Submission Date April 26, 2020
Acceptance Date May 9, 2020
Published in Issue Year 2020 Volume: 1 Issue: 1

Cite

APA Gürbüz, E., & Ormankıran, G. A. (2020). Otel İşletmelerine İlişkin Müşteri Pozitif Yorum ve Şikayetlerinin Yoğunlaştığı Konulara İlişkin Nitel Bir Değerlendirme. Journal of Applied Tourism Research, 1(1), 17-32.


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