Research Article
BibTex RIS Cite

Electronic Customer Complaints: A Review on Hospitality Businesses in Trabzon

Year 2022, , 15 - 29, 28.03.2022
https://doi.org/10.54493/jgttr.1032807

Abstract

The concept of big data is the subject of social research and provides an important data source in tourism research. User comments, which constitute big data in tourism, are created by consumers as a result of a certain experience, so the comments are very valuable for researchers and businesses. With the development of information and communication technologies, word of mouth communication has also developed and started to be used in the internet environment. Electronic word-of-mouth communication, which emerged in this context, is considered to be an important source of information for consumers before trying products and services. Services offered in businesses are one of the most researched topics on the internet. Especially when purchasing tourism products, consumers want to get information by reading the experiences of consumers who have experienced the service before. In this context, TripAdvisor is one of the platforms where consumers can learn about tourism products and services. This research includes “293” negative comments on TripAdvisor about 4 and 5 star hospitality businesses with tourism operation certificate issued by the Ministry of Culture and Tourism in Trabzon. The obtained results displayed 7 main and 47 sub-categories and within the scope of the categories, the most weighty complaints were about general cleaning in the rooms. The main reason underlying the formation of the complaints was determined as the attitudes and behaviors of the personnel.

References

  • Acuner, E., & Küçük, K. (2021). Rize ili seyahat acentelerinin sosyal medya pazarlamasına yönelik algı ve tutumları. Karadeniz Sosyal Bilimler Dergisi, 13(24), 48-78.
  • Aksoy, R. (2006). Bir pazarlama değeri olarak güven ve tüketicilerin elektronik pazarlara yönelik güven tutumları. Uluslararası Yönetim İktisat ve İşletme Dergisi, 2(4), 79-90.
  • Alrawadieh, Z., & Demirkol, Ş. (2015). Konaklama işletmelerinde e-şikâyet yönetimi: İstanbul’daki beş yıldızlı oteller üzerinde bir çalışma. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 3(1), 130-148.
  • Rosario, A. B., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448. https://doi.org/10.1007/s11747-019-00706-1
  • Barreda, A., & Bigihan, A. (2013). An analysis of user‐generated content for hotel experiences. Journal of Hospitality and Tourism Technology, 4(3), 263-280. https://doi.org/10.1108/JHTT-01-2013-0001
  • Bell, S. J., Mengüç, B., & Stefani, S. L. (2004). When customers disappoint: A model of relational internal marketing and customer complaints. Journal of the Academy of marketing science, 32(2), 112-126. https://doi.org/10.1177/0092070303261467
  • Boo, S., & Kim, J. (2013). Comparison of negative eWOM intention: An exploratory study. Journal of Quality Assurance in Hospitality and Tourism, 14(1), 24-48. https://doi.org/10.1080/1528008X.2013.749381
  • Bu, Y., Parkinson, J., & Thaichon, P. (2020). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal, 29(2), 142-154. https://doi.org/10.1016%2Fj.ausmj.2020.01.001
  • Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of destination marketing and management, 4(3), 151-161. https://doi.org/10.1016/j.jdmm.2015.04.001
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism management, 29(4), 609-623. https://doi.org/10.1016/j.tourman.2008.01.005
  • Cantallops, A., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36(1), 41-51. https://doi.org/10.1016/j.ijhm.2013.08.007
  • Chan, Y.Y., & Ngai, E.W. (2011). Conceptualising electronic word of mouth activity: An input‐process‐output perspective. Marketing Intelligence and Planning, 29(5), 488-516. https://doi.org/10.1108/02634501111153692
  • Chang, Y.C., Ku, C.H., & Chen, C.H. (2019). Social media analytics: Extracting and visualizing Hilton hotel ratings and reviews from TripAdvisor. International Journal of Information Management, 48, 263-279. https://doi.org/10.1016/j.ijinfomgt.2017.11.001
  • Charmaz, K. (2006). Constructing grounded theory. London: Sage.
  • Chatterjee, P. (2001). Online reviews do consumers use them?. Association for Consumer Research, 28(1), 129-134.
  • Cherapanukorn, V., & Charoenkwan, P. (2017, March). Word cloud of online hotel reviews in Chiang Mai for customer satisfaction analysis. In 2017 International Conference on Digital Arts, Media and Technology (ICDAMT) (pp. 146-151). IEEE. DOI: 10.1109/ICDAMT.2017.7904952
  • Creswell, J.W. (2013). Qualitative inquiry: Choosing among five approaches. Los Angeles: SAGE.
  • Çamlıca, K., & Karakuş, Y. (2016). Elektronik ağızdan ağza iletişim (E-WOM), Ed: İbrahim Yılmaz içinde, Turizm Pazarlamasında Yeni Yaklaşımlardan Seçmeler, (s. 199-212) Ankara: Detay Yayıncılık.
  • Çimenci, M., & Yazıcı Ayyıldız, A. (2021). Pamukkale’de faaliyet gösteren 4 ve 5 yıldızlı termal otel işletmelerine yönelik e-şikâyetlerin incelenmesi. Türk Turizm Araştırmaları Dergisi, 5(3), 1945-1960.
  • Çulha, O., Hacıoğlu, G., & Kurt, G. (2009). Otel müşterilerinin e-şikâyetlerine yönelik bir içerik çözümlemesi. Seyahat ve Otel İşletmeciliği Dergisi, 6(4), 42-49.
  • Day, R. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11(1), 496-499.
  • Dellarocas, C. (2003). The digitization of word of mouth: promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407- 1424. https://doi.org/10.1287/mnsc.49.10.1407.17308
  • Diebold, F.X. (2003, February). Big data dynamic factor models for macroeconomic measurement and forecasting. In Advances in Economics and Econometrics: Theory and Applications, Eighth World Congress of the Econometric Society, (edited by M. Dewatripont, LP Hansen and S. Turnovsky) (s. 115-122) Cambridge: Cambridge University Press.
  • Doh, S.J., & Hwang, J.S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyberpsychology and behavior, 12(2), 193-197. https://doi.org/10.1089/cpb.2008.0109
  • Ekiz, E., Khoo‐Lattimore, C., & Memarzadeh, F. (2012). Air the anger: investigating online complaints on luxury hotels. Journal of Hospitality and Tourism Technology, 3(2), 96-106. https://doi.org/10.1108/17579881211248817
  • Ercan, F. (2019). Sosyal medyada otel işletmelerine yönelik yorumların müşteri memnuniyeti ve memnuniyetsizliği açısından analizi. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 22(2), 552-571.
  • Erdem, Ö. & Yay, Ö. (2017). Tripadvisor’daki müşteri şikâyetlerinin değerlendirilmesi: Antalya örneği. Journal of Tourism and Gastronomy Studies, 5(4), 227-249.
  • Esen, M.F., & Türkay, B. (2017). Turizm endüstrilerinde büyük veri kullanımı. Journal of Tourism and Gastronomy Studies, 92, 115.
  • Fernandes T., Fernandes F. (2017). Social media and tourism: The case of e-complaints on TripAdvisor (An Extended Abstract). In: Rossi P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (pp. 825-829). Springer: Cham. https://doi.org/10.1007/978-3-319-47331-4_163
  • Filieri, R., Alguezauı, S., & Mcleay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism management, 51, 174-185. https://doi.org/10.1016/j.tourman.2015.05.007
  • Göral, R. (2015). E-WOM’a dayalı çok kriterli karar verme teknikleri ile en uygun otelin belirlenmesi ve bir uygulama. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33(1), 1-17.
  • Gretzel U., & Yoo K.H. (2008). Use and impact of online travel reviews. Ed: O’Connor P., Höpken W., Gretzel U. içinde, Information and Communication Technologies in Tourism 2008, (s. 35-46) Springer: Vienna. https://doi.org/10.1007/978-3-211-77280-5_4
  • Gürbüz, A. & Doğan, M. (2013). Tüketicilerin markaya duyduğu güven ve marka bağlılığı ilişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 239-258.
  • Gürbüz, E., & Ormankıran, G.A. (2020). Otel İşletmelerine ilişkin müşteri pozitif yorum ve şikayetlerinin yoğunlaştığı konulara ilişkin nitel bir değerlendirme. Journal of Applied Tourism Research, 1(1), 17-32.
  • Gürkan, G.Ç., & Polat, D.D. (2014). Ege ve Akdeniz Bölgesi’nde faaliyet gösteren resort konaklama işletmeleri hakkında yapılan şikâyetler üzerine nitel bir araştırma. Seyahat ve Otel İşletmeciliği Dergisi, 11(2). 45-61.
  • Güzel, F.Ö. (2014). Deneyimsel kritik değer sürücülerinin elektronik ağızdan ağıza iletişimle seyahat 2.0 bilgi kanallarına yansıması: tripadvisor.com üzerinde bir içerik analizi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 10(22), 193-210.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D.D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
  • Işkın, M., & Baştürk, Y.A. (2020). Sivas' da faaliyet gösteren otel işletmelerinin tripadvisor yorumlarına yönelik nitel bir analiz. Sivas Interdisipliner Turizm Araştırmaları Dergisi, 5, 63-76.
  • Jacobsen, J.K.S., & Munar, A.M. (2012). Tourist information search and destination choice in a digital age. Tourism management perspectives, 1, 39-47. https://doi.org/10.1016/j.tmp.2011.12.005
  • Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Khoo-Lattimore, C., & Ekiz, E.H. (2014). Power in praise: Exploring online compliments on luxury hotels in Malaysia. Tourism and Hospitality Research, 14(3), 152-159. https://doi.org/10.1177/1467358414539970
  • Kızılırmak, İ., Alrawadieh, Z., & Aghayeva, S. (2015). Doğu Karadeniz bölgesindeki otel misafirlerinin seyahat e-yorumlarına yönelik bir içerik çözümlemesi. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 6(14), 110-121.
  • Kim, E.E.K., Matilla, A.S., & Baloglu, S. (2011). Effects of gender and expertise on consumers’ motivation to read online hotel reviews. Cornell Hospitality Quarterly, 52(4), 399-406. https://doi.org/10.1177/1938965510394357
  • Kim, J., & Hardin, A. (2010). The impact of virtual worlds on word-of-mouth: Improving social networking and servicescape in the hospitality industry. Journal of Hospitality Marketing and Management, 19(7), 735-753. https://doi.org/10.1080/19368623.2010.508005
  • Kozak, N. (2007). Turizm sektöründe tüketicilerin şikâyetlerini bildirme eğilimleri. Yönetim ve Ekonomi Dergisi, 14(1), 137-151.
  • Köroğlu, Ö. & Avcıkurt, C. (2015). Ağızdan kulağa iletişim ve pazarlama. Ed: B. Kılıç ve Z. Öter içinde, Turizm Pazarlamasında Güncel Yaklaşımlar (s. 3-32). İstanbul: Beta Basım.
  • Kudyba, S., & Kudyba, S. (2014). Big data, mining and analytics. Boca Raton: Auerbach Publications.
  • Kutlu, D., & Ayyıldız, H. (2017). Konaklama işletmelerinde elektronik ağızdan ağıza iletişimin tüketici ve oteller açısından değerlendirilmesi. Turar Turizm ve Araştırma Dergisi, 6(1), 40-58.
  • Lapré, M.A., & Tsikriktsis, N. (2006). Organizational learning curves for customer dissatisfaction: Heterogeneity across airlines. Management science, 52(3), 352-366. https://doi.org/10.1287/mnsc.1050.0462
  • Levy, S.E., Duan, W., & Boo, S. (2013). An analysis of One-Star online reviews and responses in the Washington, D.C., lodging market. Cornell Hospitality Quarterly, 54(1), 49–63. https://doi.org/10.1177/1938965512464513
  • Li, H., Ye, Q., & Law, R. (2013). Determinants of customer satisfaction in the hotel industry: An application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7), 784-802. https://doi.org/10.1080/10941665.2012.708351
  • Li, Y. & Liang, Y. (2009). Online word-of-marketing strategy in hotel management. The Index of Science and Engineering (SEI)Australia, 3-8.
  • Lu, W., & Stepchenkova, S. (2012). Ecotourism experiences reported online: Classification of satisfaction attributes. Tourism management, 33(3), 702-712. https://doi.org/10.1016/j.tourman.2011.08.003
  • Mancı, A.R., & Tengilimoğlu, E. (2021). Tripadvisor ziyaretçi yorumlarının içerik analizi: göbeklitepe örneği. Türk Turizm Araştırmaları Dergisi, 5(2), 1525-1545.
  • Maswera, T., Dawson, R., & Edwards, J. (2008). E-commerce adoption of travel and tourism organisations in South Africa, Kenya, Zimbabwe and Uganda. Telematics and Informatics, 25(3), 187-200. https://doi.org/10.1016/j.tele.2006.11.001
  • Mauri, A.G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International journal of hospitality management, 34, 99-107. https://doi.org/10.1016/j.ijhm.2013.02.012
  • Mazzarol, T., Sweeney, J.C., & Soutar, G.N. (2007). Conceptualizing word‐of‐mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 1475-1494. https://doi.org/10.1108/03090560710821260
  • Mkono, M. & Tribe, J. (2016). Beyond reviewing: Uncovering the multiple roles of tourism social media users. Journal Treval Research, 56(3), 287–298. https://doi.org/10.1177/0047287516636236
  • O’Connor, P. (2008). User-Generated content and travel: a case study on tripadvisor.com. Ed: O’Connor P., Höpken W., Gretzel U. içinde, Information and Communication Technologies in Tourism 2008. (s. 35-46) Vienna: Springer. http://dx.doi.org/10.1007/978-3-211-77280-5_4
  • O'Connor, P. (2010). Managing a hotel's image on TripAdvisor. Journal of hospitality marketing and management, 19(7), 754-772. https://doi.org/10.1080/19368623.2010.508007
  • Oliver, R. (1999). Whence consumer loyalty?. Journal of Marketing, 63(1), 33-44. https://doi.org/10.1177/00222429990634s105
  • Onat, G., & Karakuş, Y. (2021). Using digital technologies in destination management. Ed: Krystev, V., Çelik Uğuz, S., Efe, R., Kapluhan, E. içinde, Tourism Stuiıes And Social Sciences, ST. Kliment Ohridski University, (s. 119-133. Press: Sofija.
  • Reiter, C. (2007). Travel websites clamp down on bogus reviews. 15 Mayıs 2021 tarihinde https://timesofmalta.com/articles/view/travel-websites-clamp-down-on-bogus-reviews.180609 adresinden alındı.
  • Richins, M.L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78. https://doi.org/10.1177/002224298304700107
  • Sánchez-Garcia, I., & Currás-Pérez, R. (2011). Effects of dissatisfaction in tourist services: The role of anger and regret. Tourism Management, 32(6), 1397-1406. https://doi.org/10.1016/j.tourman.2011.01.016
  • Heskett, J.L., Sasser, W.E., & Schlesinger, L.A. (1997). The service profit chain. New York: Simon & Schuster.
  • Schulze, C., Scholer, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1), 1-19. https://doi.org/10.1509/jm.11.0528
  • Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of interactive marketing, 21(4), 76-94. https://doi.org/10.1002/dir.20090
  • Smyth, P.C.B., Wu, G., & Greene, D. (2010). Does TripAdvisor makes hotels better. Derek Greene School of Computer Science and Informatics, University College. Dublin Belfield: Ireland.
  • Sparks, B.A., & Browning, V. (2010). Complaining in cyberspace: The motives and forms of hotel guests' online. Journal of Hospitality Marketing and Management, 19(7), 797-818. https://doi.org/10.1080/19368623.2010.508010
  • Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques. CA: Sage.
  • Şahin, I., Gülmez, M., & Kitapçı, 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, 8(3), 372-394. https://doi.org/10.1108/JHTT-02-2017-0009
  • Şahin, S., & Cesur, E. (2016). Turistlerin şikâyet davranışları ve şikâyetlerin çözümüne yönelik beklenti farklılıkları. Journal of International Social Research, 9 (42), 2033-2045.
  • Şen, M.A. (2021). Tripadvisor Kullanıcılarının Restoranlardaki Olumsuz Deneyimlerine İlişkin. Journal of Tourism and Gastronomy Studies, 9(3), 1771-1786.
  • Taecharungroj, V., & Mathayomchan, B. (2019). Analysing TripAdvisor reviews of tourist attractions in Phuket, Thailand. Tourism Management, 75, 550-568. https://doi.org/10.1016/j.tourman.2019.06.020
  • Temizkan, R. & Ar, H. (2017). Turist rehberlerine yönelik e-şikâyetlerin analizi. Akademik Bakış Dergisi, 64(1), 273-285.
  • Trabzon İl Kültür ve Turizm Müdürlüğü (2021). Turizm işletme belgeli tesisler. 1 Nisan 2021 tarihinde https://trabzon.ktb.gov.tr/TR-164500/bakanligimizdan-turizm-isletme-belgeli-konaklama-tesisl-.html adresinden alındı.
  • Türk Dil Kurumu (2021). Şikâyet. 01 Nisan 2021 tarihinde https://sozluk.gov.tr adresinden alındı.
  • Uçar, Ö., & Kırhasanoğlu, M. (2021). Doğu Karadeniz’deki 5 Yıldızlı Konaklama İşletmelerine Yönelik Çevrimiçi Müşteri Şikâyetlerinin İncelenmesi. Türk Turizm Araştırmaları Dergisi, 5(3), 2149-2165.
  • Unur, K., Çakıcı, C. & Taştan, H. (2010). Paket turlardaki müşteri şikâyetleri ve seyahat acentalarının bu şikâyetlerle karşılaşma sıklıkları üzerine bir araştırma. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 19(3), 391-408.
  • Usta, S., & Şengul, S. (2021). Analysis of e-complaints regarding hotel restaurants during COVID-19 process: The case of Antalya. Ed: C. Cobanoglu, & V. Della Corte içinde, Advances in Global Services And Retail Management (s. 1–12). USF M3. https://www.doi.org/10.5038/9781955833035
  • Valdivia, A., Luzón, M.V., & Herrera, F. (2017). Sentiment analysis in tripadvisor. IEEE Intelligent Systems, 32(4), 72-77. DOI: 10.1109/MIS.2017.3121555
  • Van Der Zee, E., & Bertocchi, D. (2018). Finding patterns in urban tourist behaviour: A social network analysis approach based on TripAdvisor reviews. Information Technology and Tourism, 20(1-4), 153-180. https://doi.org/10.1007/s40558-018-0128-5
  • Van Laer, T., Edson Escalas, J., Ludwing, S., & Van Den Hende, E. A. (2019). What happens in Vegas stays on TripAdvisor? A theory and technique to understand narrativity in consumer reviews. Journal of Consumer Research, 46(2), 267-285. https://doi.org/10.1093/jcr/ucy067
  • Vasquez, C. (2011). Complaints online: The case of TripAdvisor. Journal of Pragmatics, 43(6), 1707-1717. https://doi.org/10.1016/j.pragma.2010.11.007
  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
  • Wetzer, I.M., Zeelenberg, M., & Pieters, R. (2007). “Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication. Psychology & Marketing, 24(8), 661-680. https://doi.org/10.1002/mar.20178
  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism management, 31(2), 179-188. https://doi.org/10.1016/j.tourman.2009.02.016
  • Xiang, Z., Schwartz, Z., Gerdes Jr, J.H., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction?. International Journal of Hospitality Management, 44, 120-130. https://doi.org/10.1016/j.ijhm.2014.10.013
  • Xie, H.J., Miao, L., Kuo, P.J., & Lee, B.Y. (2011). Consumers’ responses to ambivalent online hotel reviews: The role of perceived source credibility and pre-decisional disposition. International Journal of Hospitality Management, 30, 178-183. https://doi.org/10.1016/j.ijhm.2010.04.008
  • Yaylı, A. & Bayram, M. (2010). Web-based destination marketing: Do official vity culture and tourism website’s in Turkey consider international guidelines?. Preliminary Communicaiton, 58(1), 51-60.
  • Yıldırım, A. & Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
  • Yoo K.H., Sigala M., Gretzel U. (2016). Exploring TripAdvisor. Ed: Egger R., Gula I., Walcher D. içinde, Open Tourism. Tourism on the Verge, (s. 239-255). Heidelberg: Springer Verlag. https://doi.org/10.1007/978-3-642-54089-9_17

Elektronik Müşteri Şikâyeti: Trabzon’daki Konaklama İşletmeleri Üzerine Bir İnceleme

Year 2022, , 15 - 29, 28.03.2022
https://doi.org/10.54493/jgttr.1032807

Abstract

Günümüzde sosyal araştırmalara konu olan büyük veri kavramı turizm araştırmaları içinde önemli veri kaynağı sağlamaktadır. Turizmde büyük veriyi oluşturan kullanıcı yorumları tüketiciler tarafından belirli bir deneyim sonucu oluştuğu için araştırmacılar ve işletmeler için oldukça değerlidir. Bilgi iletişim teknolojilerin gelişmesi ile ağızdan ağıza iletişim türü de gelişerek internet ortamında kullanılmaya başlamıştır. Bu kapsamda ortaya çıkan elektronik ağızdan ağıza iletişim, tüketicilerin ürün ve hizmetleri denemeden önce bilgi edindikleri önemli kaynaklar olarak kabul edilmektedir. İşletmelerde sunulan hizmetler internet ortamında en çok araştırılan konulardan biridir. Özellikle turizm ürünü satın alırken tüketiciler, daha önce hizmeti deneyimlemiş tüketicilerin tecrübelerini okuyarak bilgi edinmek istemektedirler. Bu kapsamda tüketicilerin turizm ürün ve hizmetleri hakkında bilgi edinebilecekleri platformlardan biri de TripAdvisor’dır. Bu araştırma Trabzon ilinde Kültür ve Turizm Bakanlığı turizm işletme belgeli, 4 ve 5 yıldızlı konaklama işletmeleri hakkında TripAdvisor’da yer alan “293” adet olumsuz yorumu kapsamaktadır. Elde edilen sonuçlarda 7 ana ve 47 alt kategori belirlenmiş olup, kategoriler kapsamında en çok şikâyet odalarda genel temizlik üzerine gerçekleşirken şikâyetlerin oluşmasının altında yatan temel neden personel tutum ve davranışları olarak belirlenmiştir.

References

  • Acuner, E., & Küçük, K. (2021). Rize ili seyahat acentelerinin sosyal medya pazarlamasına yönelik algı ve tutumları. Karadeniz Sosyal Bilimler Dergisi, 13(24), 48-78.
  • Aksoy, R. (2006). Bir pazarlama değeri olarak güven ve tüketicilerin elektronik pazarlara yönelik güven tutumları. Uluslararası Yönetim İktisat ve İşletme Dergisi, 2(4), 79-90.
  • Alrawadieh, Z., & Demirkol, Ş. (2015). Konaklama işletmelerinde e-şikâyet yönetimi: İstanbul’daki beş yıldızlı oteller üzerinde bir çalışma. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 3(1), 130-148.
  • Rosario, A. B., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422-448. https://doi.org/10.1007/s11747-019-00706-1
  • Barreda, A., & Bigihan, A. (2013). An analysis of user‐generated content for hotel experiences. Journal of Hospitality and Tourism Technology, 4(3), 263-280. https://doi.org/10.1108/JHTT-01-2013-0001
  • Bell, S. J., Mengüç, B., & Stefani, S. L. (2004). When customers disappoint: A model of relational internal marketing and customer complaints. Journal of the Academy of marketing science, 32(2), 112-126. https://doi.org/10.1177/0092070303261467
  • Boo, S., & Kim, J. (2013). Comparison of negative eWOM intention: An exploratory study. Journal of Quality Assurance in Hospitality and Tourism, 14(1), 24-48. https://doi.org/10.1080/1528008X.2013.749381
  • Bu, Y., Parkinson, J., & Thaichon, P. (2020). Digital content marketing as a catalyst for e-WOM in food tourism. Australasian Marketing Journal, 29(2), 142-154. https://doi.org/10.1016%2Fj.ausmj.2020.01.001
  • Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of destination marketing and management, 4(3), 151-161. https://doi.org/10.1016/j.jdmm.2015.04.001
  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet-The state of eTourism research. Tourism management, 29(4), 609-623. https://doi.org/10.1016/j.tourman.2008.01.005
  • Cantallops, A., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36(1), 41-51. https://doi.org/10.1016/j.ijhm.2013.08.007
  • Chan, Y.Y., & Ngai, E.W. (2011). Conceptualising electronic word of mouth activity: An input‐process‐output perspective. Marketing Intelligence and Planning, 29(5), 488-516. https://doi.org/10.1108/02634501111153692
  • Chang, Y.C., Ku, C.H., & Chen, C.H. (2019). Social media analytics: Extracting and visualizing Hilton hotel ratings and reviews from TripAdvisor. International Journal of Information Management, 48, 263-279. https://doi.org/10.1016/j.ijinfomgt.2017.11.001
  • Charmaz, K. (2006). Constructing grounded theory. London: Sage.
  • Chatterjee, P. (2001). Online reviews do consumers use them?. Association for Consumer Research, 28(1), 129-134.
  • Cherapanukorn, V., & Charoenkwan, P. (2017, March). Word cloud of online hotel reviews in Chiang Mai for customer satisfaction analysis. In 2017 International Conference on Digital Arts, Media and Technology (ICDAMT) (pp. 146-151). IEEE. DOI: 10.1109/ICDAMT.2017.7904952
  • Creswell, J.W. (2013). Qualitative inquiry: Choosing among five approaches. Los Angeles: SAGE.
  • Çamlıca, K., & Karakuş, Y. (2016). Elektronik ağızdan ağza iletişim (E-WOM), Ed: İbrahim Yılmaz içinde, Turizm Pazarlamasında Yeni Yaklaşımlardan Seçmeler, (s. 199-212) Ankara: Detay Yayıncılık.
  • Çimenci, M., & Yazıcı Ayyıldız, A. (2021). Pamukkale’de faaliyet gösteren 4 ve 5 yıldızlı termal otel işletmelerine yönelik e-şikâyetlerin incelenmesi. Türk Turizm Araştırmaları Dergisi, 5(3), 1945-1960.
  • Çulha, O., Hacıoğlu, G., & Kurt, G. (2009). Otel müşterilerinin e-şikâyetlerine yönelik bir içerik çözümlemesi. Seyahat ve Otel İşletmeciliği Dergisi, 6(4), 42-49.
  • Day, R. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11(1), 496-499.
  • Dellarocas, C. (2003). The digitization of word of mouth: promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407- 1424. https://doi.org/10.1287/mnsc.49.10.1407.17308
  • Diebold, F.X. (2003, February). Big data dynamic factor models for macroeconomic measurement and forecasting. In Advances in Economics and Econometrics: Theory and Applications, Eighth World Congress of the Econometric Society, (edited by M. Dewatripont, LP Hansen and S. Turnovsky) (s. 115-122) Cambridge: Cambridge University Press.
  • Doh, S.J., & Hwang, J.S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyberpsychology and behavior, 12(2), 193-197. https://doi.org/10.1089/cpb.2008.0109
  • Ekiz, E., Khoo‐Lattimore, C., & Memarzadeh, F. (2012). Air the anger: investigating online complaints on luxury hotels. Journal of Hospitality and Tourism Technology, 3(2), 96-106. https://doi.org/10.1108/17579881211248817
  • Ercan, F. (2019). Sosyal medyada otel işletmelerine yönelik yorumların müşteri memnuniyeti ve memnuniyetsizliği açısından analizi. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 22(2), 552-571.
  • Erdem, Ö. & Yay, Ö. (2017). Tripadvisor’daki müşteri şikâyetlerinin değerlendirilmesi: Antalya örneği. Journal of Tourism and Gastronomy Studies, 5(4), 227-249.
  • Esen, M.F., & Türkay, B. (2017). Turizm endüstrilerinde büyük veri kullanımı. Journal of Tourism and Gastronomy Studies, 92, 115.
  • Fernandes T., Fernandes F. (2017). Social media and tourism: The case of e-complaints on TripAdvisor (An Extended Abstract). In: Rossi P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (pp. 825-829). Springer: Cham. https://doi.org/10.1007/978-3-319-47331-4_163
  • Filieri, R., Alguezauı, S., & Mcleay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism management, 51, 174-185. https://doi.org/10.1016/j.tourman.2015.05.007
  • Göral, R. (2015). E-WOM’a dayalı çok kriterli karar verme teknikleri ile en uygun otelin belirlenmesi ve bir uygulama. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33(1), 1-17.
  • Gretzel U., & Yoo K.H. (2008). Use and impact of online travel reviews. Ed: O’Connor P., Höpken W., Gretzel U. içinde, Information and Communication Technologies in Tourism 2008, (s. 35-46) Springer: Vienna. https://doi.org/10.1007/978-3-211-77280-5_4
  • Gürbüz, A. & Doğan, M. (2013). Tüketicilerin markaya duyduğu güven ve marka bağlılığı ilişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 239-258.
  • Gürbüz, E., & Ormankıran, G.A. (2020). Otel İşletmelerine ilişkin müşteri pozitif yorum ve şikayetlerinin yoğunlaştığı konulara ilişkin nitel bir değerlendirme. Journal of Applied Tourism Research, 1(1), 17-32.
  • Gürkan, G.Ç., & Polat, D.D. (2014). Ege ve Akdeniz Bölgesi’nde faaliyet gösteren resort konaklama işletmeleri hakkında yapılan şikâyetler üzerine nitel bir araştırma. Seyahat ve Otel İşletmeciliği Dergisi, 11(2). 45-61.
  • Güzel, F.Ö. (2014). Deneyimsel kritik değer sürücülerinin elektronik ağızdan ağıza iletişimle seyahat 2.0 bilgi kanallarına yansıması: tripadvisor.com üzerinde bir içerik analizi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 10(22), 193-210.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, D.D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
  • Işkın, M., & Baştürk, Y.A. (2020). Sivas' da faaliyet gösteren otel işletmelerinin tripadvisor yorumlarına yönelik nitel bir analiz. Sivas Interdisipliner Turizm Araştırmaları Dergisi, 5, 63-76.
  • Jacobsen, J.K.S., & Munar, A.M. (2012). Tourist information search and destination choice in a digital age. Tourism management perspectives, 1, 39-47. https://doi.org/10.1016/j.tmp.2011.12.005
  • Kaplan, A.M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
  • Khoo-Lattimore, C., & Ekiz, E.H. (2014). Power in praise: Exploring online compliments on luxury hotels in Malaysia. Tourism and Hospitality Research, 14(3), 152-159. https://doi.org/10.1177/1467358414539970
  • Kızılırmak, İ., Alrawadieh, Z., & Aghayeva, S. (2015). Doğu Karadeniz bölgesindeki otel misafirlerinin seyahat e-yorumlarına yönelik bir içerik çözümlemesi. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 6(14), 110-121.
  • Kim, E.E.K., Matilla, A.S., & Baloglu, S. (2011). Effects of gender and expertise on consumers’ motivation to read online hotel reviews. Cornell Hospitality Quarterly, 52(4), 399-406. https://doi.org/10.1177/1938965510394357
  • Kim, J., & Hardin, A. (2010). The impact of virtual worlds on word-of-mouth: Improving social networking and servicescape in the hospitality industry. Journal of Hospitality Marketing and Management, 19(7), 735-753. https://doi.org/10.1080/19368623.2010.508005
  • Kozak, N. (2007). Turizm sektöründe tüketicilerin şikâyetlerini bildirme eğilimleri. Yönetim ve Ekonomi Dergisi, 14(1), 137-151.
  • Köroğlu, Ö. & Avcıkurt, C. (2015). Ağızdan kulağa iletişim ve pazarlama. Ed: B. Kılıç ve Z. Öter içinde, Turizm Pazarlamasında Güncel Yaklaşımlar (s. 3-32). İstanbul: Beta Basım.
  • Kudyba, S., & Kudyba, S. (2014). Big data, mining and analytics. Boca Raton: Auerbach Publications.
  • Kutlu, D., & Ayyıldız, H. (2017). Konaklama işletmelerinde elektronik ağızdan ağıza iletişimin tüketici ve oteller açısından değerlendirilmesi. Turar Turizm ve Araştırma Dergisi, 6(1), 40-58.
  • Lapré, M.A., & Tsikriktsis, N. (2006). Organizational learning curves for customer dissatisfaction: Heterogeneity across airlines. Management science, 52(3), 352-366. https://doi.org/10.1287/mnsc.1050.0462
  • Levy, S.E., Duan, W., & Boo, S. (2013). An analysis of One-Star online reviews and responses in the Washington, D.C., lodging market. Cornell Hospitality Quarterly, 54(1), 49–63. https://doi.org/10.1177/1938965512464513
  • Li, H., Ye, Q., & Law, R. (2013). Determinants of customer satisfaction in the hotel industry: An application of online review analysis. Asia Pacific Journal of Tourism Research, 18(7), 784-802. https://doi.org/10.1080/10941665.2012.708351
  • Li, Y. & Liang, Y. (2009). Online word-of-marketing strategy in hotel management. The Index of Science and Engineering (SEI)Australia, 3-8.
  • Lu, W., & Stepchenkova, S. (2012). Ecotourism experiences reported online: Classification of satisfaction attributes. Tourism management, 33(3), 702-712. https://doi.org/10.1016/j.tourman.2011.08.003
  • Mancı, A.R., & Tengilimoğlu, E. (2021). Tripadvisor ziyaretçi yorumlarının içerik analizi: göbeklitepe örneği. Türk Turizm Araştırmaları Dergisi, 5(2), 1525-1545.
  • Maswera, T., Dawson, R., & Edwards, J. (2008). E-commerce adoption of travel and tourism organisations in South Africa, Kenya, Zimbabwe and Uganda. Telematics and Informatics, 25(3), 187-200. https://doi.org/10.1016/j.tele.2006.11.001
  • Mauri, A.G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International journal of hospitality management, 34, 99-107. https://doi.org/10.1016/j.ijhm.2013.02.012
  • Mazzarol, T., Sweeney, J.C., & Soutar, G.N. (2007). Conceptualizing word‐of‐mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11/12), 1475-1494. https://doi.org/10.1108/03090560710821260
  • Mkono, M. & Tribe, J. (2016). Beyond reviewing: Uncovering the multiple roles of tourism social media users. Journal Treval Research, 56(3), 287–298. https://doi.org/10.1177/0047287516636236
  • O’Connor, P. (2008). User-Generated content and travel: a case study on tripadvisor.com. Ed: O’Connor P., Höpken W., Gretzel U. içinde, Information and Communication Technologies in Tourism 2008. (s. 35-46) Vienna: Springer. http://dx.doi.org/10.1007/978-3-211-77280-5_4
  • O'Connor, P. (2010). Managing a hotel's image on TripAdvisor. Journal of hospitality marketing and management, 19(7), 754-772. https://doi.org/10.1080/19368623.2010.508007
  • Oliver, R. (1999). Whence consumer loyalty?. Journal of Marketing, 63(1), 33-44. https://doi.org/10.1177/00222429990634s105
  • Onat, G., & Karakuş, Y. (2021). Using digital technologies in destination management. Ed: Krystev, V., Çelik Uğuz, S., Efe, R., Kapluhan, E. içinde, Tourism Stuiıes And Social Sciences, ST. Kliment Ohridski University, (s. 119-133. Press: Sofija.
  • Reiter, C. (2007). Travel websites clamp down on bogus reviews. 15 Mayıs 2021 tarihinde https://timesofmalta.com/articles/view/travel-websites-clamp-down-on-bogus-reviews.180609 adresinden alındı.
  • Richins, M.L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78. https://doi.org/10.1177/002224298304700107
  • Sánchez-Garcia, I., & Currás-Pérez, R. (2011). Effects of dissatisfaction in tourist services: The role of anger and regret. Tourism Management, 32(6), 1397-1406. https://doi.org/10.1016/j.tourman.2011.01.016
  • Heskett, J.L., Sasser, W.E., & Schlesinger, L.A. (1997). The service profit chain. New York: Simon & Schuster.
  • Schulze, C., Scholer, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78(1), 1-19. https://doi.org/10.1509/jm.11.0528
  • Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of interactive marketing, 21(4), 76-94. https://doi.org/10.1002/dir.20090
  • Smyth, P.C.B., Wu, G., & Greene, D. (2010). Does TripAdvisor makes hotels better. Derek Greene School of Computer Science and Informatics, University College. Dublin Belfield: Ireland.
  • Sparks, B.A., & Browning, V. (2010). Complaining in cyberspace: The motives and forms of hotel guests' online. Journal of Hospitality Marketing and Management, 19(7), 797-818. https://doi.org/10.1080/19368623.2010.508010
  • Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques. CA: Sage.
  • Şahin, I., Gülmez, M., & Kitapçı, 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, 8(3), 372-394. https://doi.org/10.1108/JHTT-02-2017-0009
  • Şahin, S., & Cesur, E. (2016). Turistlerin şikâyet davranışları ve şikâyetlerin çözümüne yönelik beklenti farklılıkları. Journal of International Social Research, 9 (42), 2033-2045.
  • Şen, M.A. (2021). Tripadvisor Kullanıcılarının Restoranlardaki Olumsuz Deneyimlerine İlişkin. Journal of Tourism and Gastronomy Studies, 9(3), 1771-1786.
  • Taecharungroj, V., & Mathayomchan, B. (2019). Analysing TripAdvisor reviews of tourist attractions in Phuket, Thailand. Tourism Management, 75, 550-568. https://doi.org/10.1016/j.tourman.2019.06.020
  • Temizkan, R. & Ar, H. (2017). Turist rehberlerine yönelik e-şikâyetlerin analizi. Akademik Bakış Dergisi, 64(1), 273-285.
  • Trabzon İl Kültür ve Turizm Müdürlüğü (2021). Turizm işletme belgeli tesisler. 1 Nisan 2021 tarihinde https://trabzon.ktb.gov.tr/TR-164500/bakanligimizdan-turizm-isletme-belgeli-konaklama-tesisl-.html adresinden alındı.
  • Türk Dil Kurumu (2021). Şikâyet. 01 Nisan 2021 tarihinde https://sozluk.gov.tr adresinden alındı.
  • Uçar, Ö., & Kırhasanoğlu, M. (2021). Doğu Karadeniz’deki 5 Yıldızlı Konaklama İşletmelerine Yönelik Çevrimiçi Müşteri Şikâyetlerinin İncelenmesi. Türk Turizm Araştırmaları Dergisi, 5(3), 2149-2165.
  • Unur, K., Çakıcı, C. & Taştan, H. (2010). Paket turlardaki müşteri şikâyetleri ve seyahat acentalarının bu şikâyetlerle karşılaşma sıklıkları üzerine bir araştırma. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 19(3), 391-408.
  • Usta, S., & Şengul, S. (2021). Analysis of e-complaints regarding hotel restaurants during COVID-19 process: The case of Antalya. Ed: C. Cobanoglu, & V. Della Corte içinde, Advances in Global Services And Retail Management (s. 1–12). USF M3. https://www.doi.org/10.5038/9781955833035
  • Valdivia, A., Luzón, M.V., & Herrera, F. (2017). Sentiment analysis in tripadvisor. IEEE Intelligent Systems, 32(4), 72-77. DOI: 10.1109/MIS.2017.3121555
  • Van Der Zee, E., & Bertocchi, D. (2018). Finding patterns in urban tourist behaviour: A social network analysis approach based on TripAdvisor reviews. Information Technology and Tourism, 20(1-4), 153-180. https://doi.org/10.1007/s40558-018-0128-5
  • Van Laer, T., Edson Escalas, J., Ludwing, S., & Van Den Hende, E. A. (2019). What happens in Vegas stays on TripAdvisor? A theory and technique to understand narrativity in consumer reviews. Journal of Consumer Research, 46(2), 267-285. https://doi.org/10.1093/jcr/ucy067
  • Vasquez, C. (2011). Complaints online: The case of TripAdvisor. Journal of Pragmatics, 43(6), 1707-1717. https://doi.org/10.1016/j.pragma.2010.11.007
  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
  • Wetzer, I.M., Zeelenberg, M., & Pieters, R. (2007). “Never eat in that restaurant, I did!”: Exploring why people engage in negative word‐of‐mouth communication. Psychology & Marketing, 24(8), 661-680. https://doi.org/10.1002/mar.20178
  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism management, 31(2), 179-188. https://doi.org/10.1016/j.tourman.2009.02.016
  • Xiang, Z., Schwartz, Z., Gerdes Jr, J.H., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction?. International Journal of Hospitality Management, 44, 120-130. https://doi.org/10.1016/j.ijhm.2014.10.013
  • Xie, H.J., Miao, L., Kuo, P.J., & Lee, B.Y. (2011). Consumers’ responses to ambivalent online hotel reviews: The role of perceived source credibility and pre-decisional disposition. International Journal of Hospitality Management, 30, 178-183. https://doi.org/10.1016/j.ijhm.2010.04.008
  • Yaylı, A. & Bayram, M. (2010). Web-based destination marketing: Do official vity culture and tourism website’s in Turkey consider international guidelines?. Preliminary Communicaiton, 58(1), 51-60.
  • Yıldırım, A. & Şimşek, H. (2018). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
  • Yoo K.H., Sigala M., Gretzel U. (2016). Exploring TripAdvisor. Ed: Egger R., Gula I., Walcher D. içinde, Open Tourism. Tourism on the Verge, (s. 239-255). Heidelberg: Springer Verlag. https://doi.org/10.1007/978-3-642-54089-9_17
There are 93 citations in total.

Details

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

Sefa Öksüz 0000-0001-5493-742X

Eren Erkılıç 0000-0002-0449-7099

Publication Date March 28, 2022
Submission Date December 5, 2021
Published in Issue Year 2022

Cite

APA Öksüz, S., & Erkılıç, E. (2022). Elektronik Müşteri Şikâyeti: Trabzon’daki Konaklama İşletmeleri Üzerine Bir İnceleme. Journal of Global Tourism and Technology Research, 3(1), 15-29. https://doi.org/10.54493/jgttr.1032807

2158721588215892159021591215922159321802 2180322750 23046download