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

Yıl 2025, Cilt: 28 Sayı: 2, 99 - 130, 29.12.2025

Betül Korkmaz Orhan

https://doi.org/10.55931/ahbvtfd.1800722

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

Etik Beyan

Çalışmada herhangi bir katılımcı ile doğrudan görüşme gerçekleştirilmemiş, bireylerin özel iznine gerek duyulmayan, anonimleştirilmiş veriler kullanılmıştır. Bu nedenlerle, etik kurul onayı gerektirecek nitelikte bir müdahale, deney ya da kişisel veri işleme durumu söz konusu değildir.

Destekleyen Kurum

Destekleyen Kurum Bulunmamaktadır

Teşekkür

..

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

Etik Beyan

No direct interviews with participants were conducted; the study used anonymized data for which individuals’ explicit consent was not required. Accordingly, there was no intervention, experiment, or processing of personal data that would necessitate ethics committee approval.

Destekleyen Kurum

No supporting institution.

Teşekkür

..

Kaynakça

• Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. International Journal of Hospitality Management, 25(2), 170–192.
• Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143.
• Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66.
• Arjona-Granados, M. D. P., Galván-Vera, A., Sevilla-Morales, J. Á., & Legarreta-González, M. A. (2025). Cross-cultural competence in tourism and hospitality: A case study of Quintana Roo, Mexico. World, 6(3), 108.
• Asadi, A., Khazaei Pool, J., & Reza Jalilvand, M. (2014). The effect of perceived price fairness through satisfaction and loyalty on international tourists’ price acceptance of Islamic-Iranian art products. Education, Business and Society: Contemporary Middle Eastern Issues, 7(4), 201–215.
• Asgeirsson, M. H., Gudlaugsson, T., & Jóhannesson, G. T. (2024). The relationships between service quality, reputation, and performance in hospitality. Tourism and Hospitality, 5(3), 736–752.
• Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804.
• Bhat, M. A. (2012). Tourism service quality: A dimension-specific assessment of SERVQUAL. Global Business Review, 13(2), 327–337.
• Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57–71.
• Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: Diagnosing favorable and unfavorable incidents. Journal of Marketing, 54(1), 71–84.
• Brady, M. K., & Cronin, J. J., Jr. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34–49.
• Buttle, F. (1996). SERVQUAL: Review, critique, research agenda. European Journal of Marketing, 30(1), 8–32.
• Callarisa, L., García, J. S., Cardiff, J., & Roshchina, A. (2012). Harnessing social media platforms to measure customer-based hotel brand equity. Tourism Management Perspectives, 4, 73–79.
• Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
• Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244–249.
• Caruana, A., Ewing, M. T., & Ramaseshan, B. (2000). Assessment of the three-column format SERVQUAL: An experimental approach. Journal of Business Research, 49(1), 57–65.
• Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529–1562.
• Choi, S., & Mattila, A. S. (2006). The role of disclosure in variable hotel pricing: A cross-cultural comparison of customers’ fairness perceptions. Cornell Hotel and Restaurant Administration Quarterly, 47(1), 27–35.
• Choi, T. Y., & Chu, R. (2001). Determinants of hotel guests’ satisfaction and repeat patronage in the Hong Kong hotel industry. International Journal of Hospitality Management, 20(3), 277–297.
• Chung, J. Y., & Petrick, J. F. (2015). Measuring price fairness: Development of a multidimensional scale. Journal of Travel & Tourism Marketing, 32(7), 907–922.
• Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491–504.
• Creswell, J. W. 2013. Qualitative inquiry and research design: Choosing among five approaches. Los Angeles: SAGE Publications.
• Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
• Ekinci, Y., Dawes, P. L., & Massey, G. R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing, 42(1–2), 35–68.
• El Haddad, R., Hallak, R., & Assaker, G. (2015). Price fairness perceptions and hotel customers’ behavioral intentions. Journal of Vacation Marketing, 21(3), 262–276.
• Filieri, R., Alguezaui, 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.
• Ford, J. B., Malhotra, N. K., Ulgado, F. M., Agarwal, J., Shainesh, G., & Wu, L. (2005). Dimensions of service quality in developed and developing economies: Multi-country cross-cultural comparisons. International Marketing Review, 22(3), 256–278.
• Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review, 1, 1–22.
• Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36–44.
• Grönroos, C. (1990). Service management: A management focus for service competition. International Journal of Service Industry Management, 1(1), 0–0.
• Guest, G., Bunce, A., & Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59–82.
• Johnston, R. (1995). The determinants of service quality: Satisfiers and dissatisfiers. International Journal of Service Industry Management, 6(5), 53–71.
• Kimes, S. E. (1999). Implementing restaurant revenue management: A five-step approach. Cornell Hotel and Restaurant Administration Quarterly, 40(3), 16–21.
• Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson.
• Lan, M., Hu, Z., & Nie, T. (2025). Unwilling or unable? The impact of role clarity and job competence on frontline employees’ taking charge behaviors in hospitality industry. Behavioral Sciences, 15(4), 526.
• Lei, S. S. I., Wang, D., Fong, L. H. N., & Ye, S. (2024). Recipe for perceived personalization in hotels. Tourism Management, 100, 104818.
• Liu, T., Shi, K., Hu, L., Liu, Y., & Liu, Y. (2023). A new instrument for measuring customers’ perceptions of service warmth: A big data and machine learning approach. SAGE Open, 13(4), 21582440231218803.
• Maister, D. H. (1984). The psychology of waiting lines (pp. 71–78). Harvard Business School.
• Monroe, K. B., & Krishnan, R. (1985). The effect of price on subjective product evaluation. In J. Jacoby & J. C. Olson (Eds.), Perceived quality: How consumers view stores and merchandise. Lexington Books.
• Nasution, H. N., & Mavondo, F. T. (2008). Customer value in the hotel industry: What managers believe they deliver and what customer experience. International Journal of Hospitality Management, 27(2), 204-213.
• Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82.
• Oh, H. (2003). Price fairness and its asymmetric effects on overall price, quality, and value judgments: The case of an upscale hotel. Tourism Management, 24(4), 387–399.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
• Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.
• Onibokun, T., Ejibenam, A., Ekeocha, P. C., Oladeji, K. D., & Halliday, N. (2023). The impact of personalization on customer satisfaction. Journal of Frontiers in Multidisciplinary Research, 4(1), 333–341.
• Oxenfeldt, A. R. (1980). Pricing: Making profitable decisions. Journal of Marketing, 44(1), 107.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
• Park, S., Gim, J., Kim, S. I., & Kim, H. (2025). From guests to owners: The power of reactive personalization in shaping perceived ownership in hotels. Journal of Hospitality and Tourism Management, 101300.
• Patton, M. Q. (2014). Qualitative research & evaluation methods: Integrating theory and practice (4th ed.). Sage Publications.
• Ramsaran-Fowdar, R. R. (2007). Developing a service quality questionnaire for the hotel industry in Mauritius. Journal of Vacation Marketing, 13(1), 19–27.
• Raspor, S. (2010). Measuring perceived service quality using SERVQUAL: A case study of the Croatian hotel industry. Management, 5(3).
• Sangpikul, A. (2023). Understanding hotel’s buffet restaurant assurance after COVID-19: A case of Thailand. International Journal of Professional Business Review, 8(5), 96.
• Sharma, S., & Srivastava, S. (2018). Relationship between service quality and customer satisfaction in hotel industry. TRJ Tourism Research Journal, 2(1), 42–49.
• Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323.
• Şen Küpeli, T. (2022). Turizm sektöründe çevrimiçi müşteri değerlendirmelerinin veri madenciliği ve görüşme teknikleriyle incelenmesi (Yayınlanmamış doktora tezi, Gazi Üniversitesi, Sosyal Bilimler Enstitüsü, Turizm İşletmeciliği Ana Bilim Dalı, Ankara.).
• Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60–76.
• Teas, R. K. (1993). Expectations, performance evaluation, and consumers’ perceptions of quality. Journal of Marketing, 57(4), 18–34.
• Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25(2), 204–212.
• Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30(1), 123–127.
• Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customers’ behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), 45–61.
• Wąsowicz-Zaborek, E. (2023). Content analysis of hotel reviews as a quality management tool: Preliminary verification of the SERVQUAL scale. Turyzm, 33(1), 29–40.
• Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84–91.
• Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. (2016). Services marketing: Integrating customer focus across the firm. McGraw Hill.
• Wu, H. C., & Ko, Y. J. (2013). Assessment of service quality in the hotel industry. Journal of Quality Assurance in Hospitality & Tourism, 14(3), 218-244.
• Xia, L., Monroe, K. B., & Cox, J. L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68(4), 1–15.
• Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
• Xie, K. L., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1-12.
• Yılmaz, İ. (2009). Measurement of service quality in the hotel industry. Anatolia, 20(2), 375–386.
• Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means–end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22.
• Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
• Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Free Press.