Analysis of the Customer Experiences with Netnographic Investigation: A Cappadocia Region Five-Star Hotels Case

Yıl 2018, Cilt: 15 Sayı: 3, 590 - 602, 10.12.2018

Fatoş Özkan Erciyas Mehmet Selami Yıldız

https://doi.org/10.24010/soid.490705

Öz

Recently, customer experience has been crucial for the customers to be
able to develop brand loyalty. An exclusive customer experience provides an
important contribution in building brand awareness, providing customer loyalty
and added profitability for businesses. The aim of this study is to reveal
dimensions that constitute customer experience in the hotel business with the
help of data obtained from customer comments written in the online environment.
The method of study is based on qualitative research methods. Data for the
study was obtained from the customers who stayed in five-star hotels in
Cappadocia region and wrote comments about the hotels they stayed in. The
obtained data were analyzed by means of case studies. As a result, it is shown
that customer experience takes form around five main topics. These dimensions
are  'comfort', 'pleasure', 'innovation',
'awareness' and 'feeling of enjoyment'. Another result of the study is that
positive customer experience contributes to brand loyalty. The limitation of
the study is that the data were only collected from 5-star hotels in Cappadocia
region and from the comments in www.tripadvisor.com website.

Anahtar Kelimeler

Netnography, Cappadocia, Customer Experience, Brand Loyalty

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