Online Yorumlara Yönetim Tarafından Verilen Cevapların Benzerliği: Tripadvisor Örneği

Öz

Gelişen internet teknolojileri sayesinde online alışverişler hem günlük yaşantımızın hem de ekonominin önemli bir parçası haline gelmiştir. Turizm ürünleri ise online olarak satılan ürünler arasında müşteriler tarafından en çok kabul gören ürünlerden biri olmuştur. Turizm ürünlerinin sahip olduğu önceden değerlendirilmesi güç soyut özellikler tüketicilerin belirsizliği azalt-mak adına ürünlerin hem olumlu hem de olumsuz yönlerine dair bilgiler sunan online tüketici yorumlarına daha fazla önem vermesine neden olmuştur. Online ortamlarda giderek artan şikâyet ve olumsuz yorum paylaşımlarının potansiyel müşterilerin satın alma kararları üzerindeki olumsuz etkileri ise TripAdvisor gibi online platformların işletme yönetimler-ine bu tür yorumlara cevap verme imkânı sunmaya başlamasına neden olmuştur. Yapılan çalışmalar yönetim tarafından verilen cevapların teşekkür ve özürden oluşan kalıplaşmış ifadeleri içerdiğini göstermektedir. Bu bağlamda çalışmanın amacı online ortamlarda tüketiciler tarafından paylaşılan yorumlara karşın yönetimin vermiş olduğu cevapların benzerlik düzeylerini metin madenciliği yöntemleri ile incelemektedir. Çalışmada TripAdvisor’da yer alan Antalya bölgesinde faaliyet gösteren ve en iyi değere sahip ilk 10 otel işletmesine ait 1000 adet online yorum için bırakılmış yöne-tim cevabı veri olarak kullanılmıştır. Sonuç olarak yönetim cevapları içerisinde bazı terimlerin sıklıkla kullanılmasına karşın yönetim cevaplarının benzerlik düzeylerinin düşük olduğu tespit edilmiştir.

Anahtar Kelimeler

• Online Yorumlar
• Yönetim Cevapları
• Metin Analizi
• Kosinüs Benzerliği

Similarities of Management Response: The Case of Tripadvisor

Abstract

Thanks to the developing internet technologies, online shopping has become an important part of our daily life and economy. Tourism products, on the ot-her hand, have become one of the most accepted products by customers. The intangible features of tourism products that have been difficult to evaluate have caused consumers to place more emphasis on online consumer reviews, which provide information on both positive and negative aspects of products to reduce uncertainty. On the other hand, the negative effects of increasing complaints and negative comments sharing on the online customers' purchasing decisions caused online platforms such as TripAdvisor to start offering business management responsibilities to such comments. Studies show that the answers given by the management include stereotypes made up of thanks and apology. In this context, the aim of the study is to examine the similarity levels of the responses given by the management despite the comments shared by the consumers in the online environment by text mining methods. In the study, the management responses for 1000 online reviews of the top 10 hotel businesses operating in the Antalya region on TripAdvisor, were used as data. As a result, although some terms are frequently used in the management responses, the similarity levels of the management responses are found to be low.

Keywords

• Online Reviews
• Management Response
• Text Anlysis
• Cosine Smilarity

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