SERVQUAL Modeli Çerçevesinde Yüksek ve Düşük Fiyatlı Otellerdeki Olumsuz Yorumların Karşılaştırmalı Analizi

Öz

Bu çalışma, farklı fiyat segmentlerindeki otellerin çevrimiçi müşteri yorumları üzerinden algılanan hizmet kalitesini incelemeyi amaçlamaktadır. Bu amaçla TripAdvisor platformunda yer alan ve düşük puan verilmiş kullanıcı yorumlarından oluşan bir veri seti hazırlanmıştır. Araştırma nitel araştırma tekniklerinden içerik analizi yöntemi esas alınarak yürütülmüştür. Araştırmada, çevrimiçi kullanıcı yorumları SERVQUAL modelinin beş boyutuna (fiziksel unsurlar, güvenilirlik, cevap verebilirlik, güvence ve empati) göre kodlanmıştır. Elde edilen bulgular, yüksek fiyatlı otellerde şikâyetlerin daha çok duyusal kalite (oda kokusu, gürültü, ambiyans), kişiselleştirme eksikleri (özel taleplere duyarsızlık, esneklik yetersizliği) ve güvence/itibar (marka vaadi ile deneyim arasındaki uyumsuzluk) etrafında kümelendiğini, düşük fiyatlı otellerde ise temizlik ve bakım, erişilebilirlik/alt yapı, zamanında hizmet ve çalışan davranışı gibi temel hizmet unsurlarında yoğunlaştığını göstermektedir. Elde edilen bulgular ışığında hizmet kalitesi yönetiminde fiyat segmentine duyarlı ve boyut temelli iyileştirme öncelikleri önerilmektedir. Ayrıca çalışma, şikâyet yönetimi ve kaynak dağılımına ilişkin uygulanabilir bir yol haritası sunmakta olup daha geniş çerçevede, çevrimiçi yorumların hizmet kalitesi yönetiminde karar destek aracı olarak kullanımını ilerletmektedir.

Anahtar Kelimeler

• : Hizmet kalitesi
• SERVQUAL
• müşteri memnuniyeti
• fiyat algısı
• TripAdvisor

Comparative Analysis of Online Negative Reviews in High- and Low-Priced Hotels within the SERVQUAL Framework

Öz

This study aims to determine perceived service quality by analyzing online customer reviews of hotels operating in different price segments. To this end, a dataset was constructed from low-rated user reviews on the TripAdvisor platform, and qualitative content analysis was employed. The reviews were coded according to the five dimensions of the SERVQUAL model—tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that complaints about high-priced hotels cluster primarily around sensory quality (e.g., room odor, noise, ambience), deficits in personalization (insensitivity to special requests, lack of flexibility), and assurance/reputation (misalignment between the brand promise and the experienced service). By contrast, complaints about low-priced hotels concentrate on foundational service elements such as cleanliness and maintenance, accessibility/infrastructure, timeliness, and staff behavior. In light of these results, price-segment–sensitive priorities for service quality improvement are proposed. The study also offers a practical roadmap for the dimensional analysis of negative online reviews, complaint management, and resource allocation.

Anahtar Kelimeler

• Service quality
• SERVQUAL
• customer satisfaction
• price perception
• Tripadvisor

Kaynakça

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