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THE ROLE OF CULTURAL DIFFERENCES ON CUSTOMER SATISFACTION: ANALYSIS OF ONLINE REVIEWS IN TOURISM SECTOR

Yıl 2020, Cilt: 20 Sayı: 1, 229 - 254, 24.03.2020
https://doi.org/10.11616/basbed.v20i53206.582828

Öz

Potential customers use persuasive and
explanatory sources of information to avoid risk in the process of purchasing
decisions. While these sources are best known in the past, family, friends and
close relatives are now online platforms such as websites, forums, blogs and
social media, online reviews made on these platforms and star ratings given to
these reviews. There are many factors affecting the perception of satisfaction
in multinational sectors such as tourism. One of these factors is culture. The
main purpose of the study was to find the effect of cultural differences on the
perception of satisfaction. In this study, online reviews of 5 different
cultures belonging to a hotel in Antalya were analyzed. Reviews were analyzed
with the content analysis method using WordStat 8.0 program and the
relationships between these criteria were examined by revealing what the
customers of different cultures are based on as satisfaction criteria. As a
result, the effects of cultural differences on the perception of satisfaction
were revealed. 

Kaynakça

  • Akar, E. (2009), Pazarlama Bağlamında Geleneksel ve internette Ağızdan Ağıza İletişim: Kuramsal Bir Çerçeve, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi (32), 113–134.
  • Chen, C. C., Huang, W. J., & Petrick, J. F. (2016). Holiday recovery experiences, tourism satisfaction and life satisfaction–Is there a relationship?, Tourism Management, 53, 140-147.
  • Chen, Q., & Rodgers, S. (2013). Development of an Instrument to Measure Web Site Personality.”, Journal of Interactive Advertising, 7(1), 4–46.
  • Çalışkan, K., Muradi, R., & Akbıyık, A. (2017), Mobil Uygulama Kullanıcı Geri Bildirimlerinin Potansiyel Kullanıcılar Ve Geliştiriciler Üzerindeki Etkisi: İşcep Android Uygulaması Örneği, 4. Uluslararası Yönetim Bilişim Sistemleri Konferansı, İstanbul.
  • Dolgun, M. Ö., Özdemir, T. G., & Oğuz, D. (2009), Veri madenciliğinde yapısal olmayan verinin analizi: Metin ve web madenciliği, İstatistikçiler Dergisi: İstatistik ve Aktüerya, 2(2), 48-58.
  • Duverger, P. (2013), Curvilinear effects of user-generated content on hotels' market share: A dynamic panel-data analysis, Journal of Travel Research, 52, 465-478.
  • Eröz, S. & Doğdubay M. (2012), Turistik Ürün Tercihinde Sosyal Medyanın Rolü ve Etik İlişkisi, Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt:27, Sayı:1, 133-157.
  • Filieri, R., Hofacker, C. F., & Alguezaui, S. (2018), What makes information in online consumer reviews diagnostic over time? The role of review relevancy, factuality, currency, source credibility and ranking score, Computers in Human Behavior, 80, 122-131.
  • Hennıg-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004), Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?, Journal of Interactive Marketing, 18(1), 38-52.
  • Ho, H. Y., & Chien, P. H. C. (2010) Influence of message trust in online word-of-mouth on consumer behavior–by the example of food blog, 2010 International Conference on Electronics and Information Engineering (Vol.1, 395). IEEE.
  • Jalilvand, M. R., S. S. Esfahani & N. Samiei (2010), Electronic Word-Of-Mouth: Challenges And Opportunities, Procedia Computer Science, Vol.3, 42–46.
  • Jeong, E. H., & Jang, S. C. S. (2011), Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations, International Journal of Hospitality Management, 30(2), 356–366.
  • Jeong, Miyoung & Myunghee Mindy Jeon (2008), Customer Reviews of Hotel Experiences Through Consumer Generated Media (CGM), Journal of Hospitality Marketing & Management, Vol.17: 1, 121-138.
  • Kang, M., ve Moscardo, G. (2006), Exploring Cross-Cultural Differences in Attitudes towards Responsible Tourist Behavior: A Comparison of Korean, British and Australian Tourists, Asia Pasific Journal of Tourism Research, 11(4), 303-320.
  • Kim, S., & McKercher, B. (2011), The collective effect of national culture and tourist culture on tourist behavior, Journal of Travel and Tourism Marketing, 28, 145-164.
  • Kozak, M. (2001), ComparativeAssessment of Tourist Satisfaction with Destinations Across Two Nationalities, Tourism Management, 22(4): 391-401.
  • Lee, J., Park, D. H., & Han, I. (2008), The effect of negative online consumer reviews on product attitude: An information processing view, Electronic Commerce Research And Applications, 7(3), 341-352.
  • Lennon R. J., Weber, M. ve Henson, J. (2001), A Test of A Theoretical Model of Consumer Travel Behaviour: German Consumers' Perception of Northern Ireland as A Tourist Destination, Journal of Vacation Marketing, 7(1): 51-62.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008), Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29, 458-468.
  • Nakayama, M., Wan, Y., & Sutcliffe, N. G. (2010). WOM or eWOM or Something Else: How Does the Web Affect Our Dependence on Shopping Information Sources?, AMCIS 2010, 1-10.
  • Öğüt, H., & Taş, B. K. O. (2012), The influence of internet customer reviews on online sales and prices in hotel industry, The Service Industries Journal, 32(2), 197-214.
  • Pollach, Irene (2006), Electronic Word Of Mouth: A Genre Analysis Of Product Reviews On Consumer Opinion Web Sites, Proceedings of the 39th Hawaii International Conference on System Sciences – 2006, 1-10.
  • Prebensen, N. K., & Xie, J. (2017), Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption, Tourism Management, 60 (Supplement C), 166– 176
  • Rabjohn, N., C. Cheung & M. Lee (2008), Examining the Perceived Credibility of Online Opinions: Information Adoption in the Online Environment, Proceedings of the 41st Hawaii International Conference on System Sciences, 1-10.
  • Reisinger, Y., & Turner, L. (2003), Cross-Cultural Behavior in Tourism, Concepts and Analysis, Oxford: Elsevier Science Limited Research, 9, 145-164.
  • Stringam, B.B. & Gerdes Jr, J., (2010), An analysis of word-of-mouse ratings and guest comments of online hotel distribution sites, Journal of Hospitality Marketing & Management, 19(7), 773-796.
  • Şeker, S. E. (2015). Metin Madenciliği (Text Mining), YBS Ansiklopedi, 2(3), 30-32.
  • Tosun, C., Temzkan, S. P., Timothy, D.C. ve Fyall, A. (2007), Tourist Shopping Experiences and Satisfaction, International Journal of Tourism Research 9:87-102.
  • Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration, Tourism Management, 30(1), 123-127.
  • Wardi, Y., Abror, A., & Trinanda, O. (2018), Halal tourism: antecedent of tourist’s satisfaction and word of mouth (WOM), Asia Pacific Journal of Tourism Research, 23(5), 463-472.
  • Wu, M. (2013), The effects of experience perceptions on eWOM of US hotel guests' in American and Chinese five-star hotels, Graduate Theses and Dissertations. 13469.
  • Xie, K., Chen, C-C., & Wu, S-Y. (2012), Leveraging the ranking power of hotels by consumer reviews: Evidence from TripAdvisor.com, 18th Annual Graduate Conference Proceedings, Washington State University.
  • Ye, Q., Law, R., Gu, B., & Chen, W. (2011), The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings, Computers in Human Behavior, 27, 634-639.
  • Yee, Cheung Man (2006), Do People Belıeve Electronic Word-Of Mouth? A Study On Factors Affecting Readers’ Perceived Credibility of Online Consumer Reviews, Master Of Philosophy, City University
  • Zhang, J.Q., G. Craciun & D. Shin (2010), When Does Electronic Word-Of Mouth Matter? A Study Of Consumer Product Reviews, Journal of Business Research Vol. 63, 1336–1341.

KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ

Yıl 2020, Cilt: 20 Sayı: 1, 229 - 254, 24.03.2020
https://doi.org/10.11616/basbed.v20i53206.582828

Öz

Potansiyel müşteriler satın alma kararları sürecinde riskten kaçınmak için ikna edici ve açıklayıcı bilgi kaynaklarına başvurmaktadır. Bu kaynakların en bilindikleri geçmişte aile, arkadaşlar ve yakın çevre iken, günümüzde artık internet siteleri, forumlar, bloglar ve sosyal medya gibi çevrimiçi platformlar, bu platformlarda yapılmış olan çevrimiçi yorumlar ve bu yorumlara verilmiş yıldız derecelendirmeleridir. Turizm gibi çok uluslu sektörlerde memnuniyet algısını etkileyen birçok faktör vardır. Bu faktörlerin başında kültür gelmektedir. Bu çalışmanın temel amacı kültürel farklılıkların memnuniyet algısına etkisini bulmak olarak belirlenmiştir. Çalışmada Antalya’da bulunan bir otele ait 5 farklı kültürden yapılmış çevrimiçi yorumlar analiz edilmiştir. Yorumlar WordStat 8.0 programı kullanılarak içerik analizi yöntemi ile analiz edilmiş ve farklı kültürdeki müşterilerin otelde neleri memnuniyet kriteri olarak baz aldıkları ortaya çıkarılarak bu kriterler arasındaki ilişkiler incelenmiştir. Çalışma sonucunda, kültürel farklılıkların memnuniyet algısı üzerindeki etkileri çalışmaya konu edinilen kültürler düzeyinde ortaya çıkarılmıştır.  

Kaynakça

  • Akar, E. (2009), Pazarlama Bağlamında Geleneksel ve internette Ağızdan Ağıza İletişim: Kuramsal Bir Çerçeve, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi (32), 113–134.
  • Chen, C. C., Huang, W. J., & Petrick, J. F. (2016). Holiday recovery experiences, tourism satisfaction and life satisfaction–Is there a relationship?, Tourism Management, 53, 140-147.
  • Chen, Q., & Rodgers, S. (2013). Development of an Instrument to Measure Web Site Personality.”, Journal of Interactive Advertising, 7(1), 4–46.
  • Çalışkan, K., Muradi, R., & Akbıyık, A. (2017), Mobil Uygulama Kullanıcı Geri Bildirimlerinin Potansiyel Kullanıcılar Ve Geliştiriciler Üzerindeki Etkisi: İşcep Android Uygulaması Örneği, 4. Uluslararası Yönetim Bilişim Sistemleri Konferansı, İstanbul.
  • Dolgun, M. Ö., Özdemir, T. G., & Oğuz, D. (2009), Veri madenciliğinde yapısal olmayan verinin analizi: Metin ve web madenciliği, İstatistikçiler Dergisi: İstatistik ve Aktüerya, 2(2), 48-58.
  • Duverger, P. (2013), Curvilinear effects of user-generated content on hotels' market share: A dynamic panel-data analysis, Journal of Travel Research, 52, 465-478.
  • Eröz, S. & Doğdubay M. (2012), Turistik Ürün Tercihinde Sosyal Medyanın Rolü ve Etik İlişkisi, Dokuz Eylül Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt:27, Sayı:1, 133-157.
  • Filieri, R., Hofacker, C. F., & Alguezaui, S. (2018), What makes information in online consumer reviews diagnostic over time? The role of review relevancy, factuality, currency, source credibility and ranking score, Computers in Human Behavior, 80, 122-131.
  • Hennıg-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004), Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?, Journal of Interactive Marketing, 18(1), 38-52.
  • Ho, H. Y., & Chien, P. H. C. (2010) Influence of message trust in online word-of-mouth on consumer behavior–by the example of food blog, 2010 International Conference on Electronics and Information Engineering (Vol.1, 395). IEEE.
  • Jalilvand, M. R., S. S. Esfahani & N. Samiei (2010), Electronic Word-Of-Mouth: Challenges And Opportunities, Procedia Computer Science, Vol.3, 42–46.
  • Jeong, E. H., & Jang, S. C. S. (2011), Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations, International Journal of Hospitality Management, 30(2), 356–366.
  • Jeong, Miyoung & Myunghee Mindy Jeon (2008), Customer Reviews of Hotel Experiences Through Consumer Generated Media (CGM), Journal of Hospitality Marketing & Management, Vol.17: 1, 121-138.
  • Kang, M., ve Moscardo, G. (2006), Exploring Cross-Cultural Differences in Attitudes towards Responsible Tourist Behavior: A Comparison of Korean, British and Australian Tourists, Asia Pasific Journal of Tourism Research, 11(4), 303-320.
  • Kim, S., & McKercher, B. (2011), The collective effect of national culture and tourist culture on tourist behavior, Journal of Travel and Tourism Marketing, 28, 145-164.
  • Kozak, M. (2001), ComparativeAssessment of Tourist Satisfaction with Destinations Across Two Nationalities, Tourism Management, 22(4): 391-401.
  • Lee, J., Park, D. H., & Han, I. (2008), The effect of negative online consumer reviews on product attitude: An information processing view, Electronic Commerce Research And Applications, 7(3), 341-352.
  • Lennon R. J., Weber, M. ve Henson, J. (2001), A Test of A Theoretical Model of Consumer Travel Behaviour: German Consumers' Perception of Northern Ireland as A Tourist Destination, Journal of Vacation Marketing, 7(1): 51-62.
  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008), Electronic word-of-mouth in hospitality and tourism management, Tourism Management, 29, 458-468.
  • Nakayama, M., Wan, Y., & Sutcliffe, N. G. (2010). WOM or eWOM or Something Else: How Does the Web Affect Our Dependence on Shopping Information Sources?, AMCIS 2010, 1-10.
  • Öğüt, H., & Taş, B. K. O. (2012), The influence of internet customer reviews on online sales and prices in hotel industry, The Service Industries Journal, 32(2), 197-214.
  • Pollach, Irene (2006), Electronic Word Of Mouth: A Genre Analysis Of Product Reviews On Consumer Opinion Web Sites, Proceedings of the 39th Hawaii International Conference on System Sciences – 2006, 1-10.
  • Prebensen, N. K., & Xie, J. (2017), Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption, Tourism Management, 60 (Supplement C), 166– 176
  • Rabjohn, N., C. Cheung & M. Lee (2008), Examining the Perceived Credibility of Online Opinions: Information Adoption in the Online Environment, Proceedings of the 41st Hawaii International Conference on System Sciences, 1-10.
  • Reisinger, Y., & Turner, L. (2003), Cross-Cultural Behavior in Tourism, Concepts and Analysis, Oxford: Elsevier Science Limited Research, 9, 145-164.
  • Stringam, B.B. & Gerdes Jr, J., (2010), An analysis of word-of-mouse ratings and guest comments of online hotel distribution sites, Journal of Hospitality Marketing & Management, 19(7), 773-796.
  • Şeker, S. E. (2015). Metin Madenciliği (Text Mining), YBS Ansiklopedi, 2(3), 30-32.
  • Tosun, C., Temzkan, S. P., Timothy, D.C. ve Fyall, A. (2007), Tourist Shopping Experiences and Satisfaction, International Journal of Tourism Research 9:87-102.
  • Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration, Tourism Management, 30(1), 123-127.
  • Wardi, Y., Abror, A., & Trinanda, O. (2018), Halal tourism: antecedent of tourist’s satisfaction and word of mouth (WOM), Asia Pacific Journal of Tourism Research, 23(5), 463-472.
  • Wu, M. (2013), The effects of experience perceptions on eWOM of US hotel guests' in American and Chinese five-star hotels, Graduate Theses and Dissertations. 13469.
  • Xie, K., Chen, C-C., & Wu, S-Y. (2012), Leveraging the ranking power of hotels by consumer reviews: Evidence from TripAdvisor.com, 18th Annual Graduate Conference Proceedings, Washington State University.
  • Ye, Q., Law, R., Gu, B., & Chen, W. (2011), The influence of user-generated content on traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel online bookings, Computers in Human Behavior, 27, 634-639.
  • Yee, Cheung Man (2006), Do People Belıeve Electronic Word-Of Mouth? A Study On Factors Affecting Readers’ Perceived Credibility of Online Consumer Reviews, Master Of Philosophy, City University
  • Zhang, J.Q., G. Craciun & D. Shin (2010), When Does Electronic Word-Of Mouth Matter? A Study Of Consumer Product Reviews, Journal of Business Research Vol. 63, 1336–1341.
Toplam 35 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Ramazan Muradi Bu kişi benim 0000-0002-9200-5516

Adem Akbıyık 0000-0001-7634-4545

Yayımlanma Tarihi 24 Mart 2020
Gönderilme Tarihi 26 Haziran 2019
Yayımlandığı Sayı Yıl 2020 Cilt: 20 Sayı: 1

Kaynak Göster

APA Muradi, R., & Akbıyık, A. (2020). KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20(1), 229-254. https://doi.org/10.11616/basbed.v20i53206.582828
AMA Muradi R, Akbıyık A. KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ. ASBİ. Mart 2020;20(1):229-254. doi:10.11616/basbed.v20i53206.582828
Chicago Muradi, Ramazan, ve Adem Akbıyık. “KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ”. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 20, sy. 1 (Mart 2020): 229-54. https://doi.org/10.11616/basbed.v20i53206.582828.
EndNote Muradi R, Akbıyık A (01 Mart 2020) KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 20 1 229–254.
IEEE R. Muradi ve A. Akbıyık, “KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ”, ASBİ, c. 20, sy. 1, ss. 229–254, 2020, doi: 10.11616/basbed.v20i53206.582828.
ISNAD Muradi, Ramazan - Akbıyık, Adem. “KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ”. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 20/1 (Mart 2020), 229-254. https://doi.org/10.11616/basbed.v20i53206.582828.
JAMA Muradi R, Akbıyık A. KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ. ASBİ. 2020;20:229–254.
MLA Muradi, Ramazan ve Adem Akbıyık. “KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ”. Bolu Abant İzzet Baysal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, c. 20, sy. 1, 2020, ss. 229-54, doi:10.11616/basbed.v20i53206.582828.
Vancouver Muradi R, Akbıyık A. KÜLTÜREL FARKLILIKLARIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ROLÜ: TURİZM SEKTÖRÜNDE ÇEVRİMİÇİ YORUMLARIN ANALİZİ. ASBİ. 2020;20(1):229-54.

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E-posta: sbedergi@ibu.edu.tr