Restoran müşterilerinin çevrim içi yorumlarının içerik analizi: Birinci sınıf bir restoran örneği

Öz

Bu araştırmanın amacı, birinci sınıf bir restoranın çevrim içi mecrada yayınlanan müşteri yorumlarından yola çıkarak müşteri algısındaki olumlu ve olumsuz özelliklerinin belirlenmesidir. Araştırmanın örneklemini İstanbul’daki özel bir müzenin içerisinde faaliyet gösteren birinci sınıf bir restoran oluşturmaktadır. Çevrim içi müşteri yorumlarına ulaşmak amacıyla Tripadvisor tatil sitesinden yararlanılmıştır. Nitel bir yapıya sahip bu araştırmada 78 çevrim içi Türkçe müşteri yorumuna içerik analizi yapılmıştır. Yapılan analiz sonucunda restoranın olumlu ve olumsuz özellikleri, “gıda ile ilgili özellikler”, “hizmet ile ilgili özellikler”, “atmosfer ile ilgili özellikler” ve “diğer özellikler” olmak üzere dört boyut altında toplanmıştır. Bu dört boyut altında yer alan “tat”, “hizmet kalitesi”, “gıda özgünlüğü” ve “çevresel özgünlük” özelliklerine dair restoranın daha çok olumlu yorum aldığı görülmüştür. Bu araştırmadaki restoranın müşterileri geleneksel Türk mutfağının yeniden yorumlanmasının menüye özgünlük kattığını düşünmekte ve restoranı bu özelliğinden dolayı tercih etmektedir. Müşterilerin olumlu görüş bildirdiği diğer bir unsur ise restoran çalışanlarının hizmet sunumunda başarılı olmalarıdır. Öte yandan “menü çeşitliliği”, “çevresel temizlik” ve “adil fiyat” özelliklerine dair müşterilerin daha çok olumsuz yorum yaptığı belirlenmiştir. Menü çeşitliliğinin azlığı özgün bir menü yaratmanın zorluğundan kaynaklı olduğu düşünülmektedir. Müşterilerin beklediği hizmet kalitesi ile algıladığı hizmet kalitesi arasındaki benzerliğin veya farklılığın ise menü fiyatlandırmasına dair düşüncelerini belirlediği sonucuna ulaşılmıştır. Son olarak restoranın çevre temizliğine önem vermemesinin müşteri yorumlarına olumsuz yansıdığı görülmüştür.

Anahtar Kelimeler

• Çevrim içi mecralar
• Çevrim içi yorumlar
• Birinci sınıf restoran
• İstanbul

Content analysis of online reviews of restaurant customers: The case of a fine dining restaurant

Öz

The purpose of this research is to determine the positive and negative characteristics of a fine dining restaurant in customer perception based on customer reviews published on the online platform. The sample of the research consists of a fine dining restaurant operating in a private museum in Istanbul. Tripadvisor holiday site was used to reach online customer reviews. In this qualitative research, content analysis was performed on 78 online Turkish customer reviews. As a result of the analysis, the positive and negative characteristics of the restaurant were collected under four dimensions: “food-related attributes”, “service-related attributes”, “atmosphere-related attributes” and “other attributes”. It was observed that the restaurant received more positive comments on the characteristics of “taste”, “quality of service”, “food originality” and “environmental originality” included under these four dimensions. The customers of the restaurant in this research think that the reinterpretation of traditional Turkish cuisine adds originality to the menu and prefer the restaurant because of this feature. Another element that customers express a positive opinion about is that restaurant employees are successful in providing services. On the other hand, it has been found that customers comment more negatively on “menu variety”, “environmental cleanliness” and “fair price” features. The lack of menu diversity is thought to be due to the difficulty of creating an original menu. The similarity or difference between the quality of service that customers expect and the quality of service they perceive determines their opinions on menu pricing. Finally, the restaurant's lack of attention to environmental cleanliness was negatively reflected in customer reviews.

Anahtar Kelimeler

• Online platforms
• Customers' online reviews
• Fine dining restaurant
• İstanbul

Kaynakça

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