TripAdvisor Değerlendirmelerinin Analizi: Ankara'daki Önde Gelen Otellerde Müşteri Sadakatini Artırmaya Yönelik Stratejilerin Geliştirilmesinde Müşteri Geri Bildirimlerinin

Yıl 2024, , 589 - 614, 20.12.2024

Tuğrul Toker

https://doi.org/10.24010/soid.1432200

Öz

Bu çalışma, Ankara’daki premium otellerin, müşteri deneyimlerini geliştirmek, sadakati artırmak ve tekrar eden misafir harcamalarını yükseltmek için veri odaklı stratejileri nasıl kullanabileceğini incelemektedir. Araştırmada, Ankara'daki dört önde gelen lüks otelden (Hilton Ankara Hotel, JW Marriott Ankara Hotel, Lugal, a Luxury Collection Hotel ve Sheraton Ankara Hotel & Convention Center) alınan 186 TripAdvisor misafir yorumu üzerinde nitel içerik analizi yapılmıştır. Yorumlar, hizmet kalitesi, oda temizliği, kahvaltı sunumları ve personel etkileşimleri gibi ana temalara odaklanılarak analiz edilmiştir. Çalışmada, misafir geri bildirimlerinde tekrarlayan düzenleri ve temaları belirlemek amacıyla tematik analiz yöntemi kullanılmıştır. Örneklem, otellerin premium statüsü ve fiyatlandırmasına göre seçilerek, Ankara'nın konaklama piyasasındaki lüks segmentin temsil edilmesi sağlanmıştır. Bulgular, genel memnuniyetin yüksek olduğunu ortaya koymakla birlikte, yan hizmetlerde iyileştirme yapılması gereken alanları da vurgulamaktadır. Çalışma, misafir geri bildirimlerini analiz etmenin, kişiselleştirilmiş ve hedefe yönelik hizmet sunumları oluşturmadaki önemine dikkat çekmektedir. Otelcilere yönelik öneriler arasında, hizmet kalitesinin optimize edilmesi ve misafir tercihlerini karşılayacak deneyimlerin tasarlanması, böylelikle uzun vadeli müşteri sadakatinin güçlendirilmesi yer almaktadır.

Anahtar Kelimeler

Veri analizi, Müşteri deneyimi, Müşteri Sadakati, Tripadvisor, Otel Hizmet Kalitesi.

Destekleyen Kurum

Çalışmayı parasal açıdan destekleyen herhangi bir kurum yoktur.

Analyzing TripAdvisor Reviews: Investigating Customer Feedback to Enhance Guest Retention Strategies in Leading Ankara Hotels

Öz

This study investigates how premium hotels in Ankara can leverage data-driven strategies to enhance customer experiences, boost loyalty, and increase repeat guest expenditure. A qualitative content analysis was conducted on 186 TripAdvisor guest reviews from four leading luxury hotels in Ankara: Hilton Ankara Hotel, JW Marriott Ankara Hotel, Lugal, a Luxury Collection Hotel, and Sheraton Ankara Hotel & Convention Center. The reviews were analyzed focusing on key themes such as service quality, room cleanliness, breakfast offerings, and staff interactions. The study employed a thematic analysis approach to identify recurring patterns and themes within the guest feedback. The sample was selected based on the hotels' premium status and pricing, ensuring representation of the luxury segment in Ankara's hospitality market. Findings reveal high levels of overall satisfaction but also highlight areas for improvement, particularly in side services. The study emphasizes the importance of analyzing guest feedback to create personalized and targeted service offerings. Recommendations for hoteliers include optimizing service quality and tailoring experiences to meet guest preferences, thereby strengthening long-term customer loyalty.

Anahtar Kelimeler

Data analysis, Customer experience, Customer Loyalty, TripAdvisor, Hotel Service Quality.

Kaynakça

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