Effects of restaurant complaints on complaint behaviors in hotels: Case of Afyonkarahisar province

Öz

The aim of this study is to determine the effects of complaints on customer complaint behaviors (CCB) concurrently with evaluating the restaurant complaints of guests who are staying in thermal hotels that operating in Afyonkarahisar province. Required data gathered from 396 thermal hotel guests by using questionnaire method. In data analyzing, descriptive statistic techniques and discriminant analyses was used. As a result of the data analysis, it's determined that guests mostly complain about restaurant service atmosphere, and much more voice responses taken comparing to other customer complaint behaviors, also customer complaints have some important effects on CCB and CCB's sub dimensions named as voice responses, private responses, third-party responses. At last, it's found that participants' views about complaints and complaint behaviors are statistically similar in terms of sex, occupation and education level, on the other hand their views are statistically different (meaningful) in terms of marital status and age groups.

Anahtar Kelimeler

• Complaint, Complaint Behaviour, Restaurant, Thermal Hotel, Afyonkarahisar.

Otel işletmelerinde restoran şikâyetlerinin şikâyet davranışlarına etkisi: Afyonkarahisar ili örneği

Öz

Bu araştırmanın amacı, Afyonkarahisar ilinde faaliyet gösteren işletme belgeli termal konaklama işletmelerinde konaklayan konukların restoran ve restoran hizmetlerine yönelik şikâyet konuları ve şikâyete ilişkin davranış şekillerinin araştırılarak, şikâyet konularının şikâyet davranışları üzerindeki etkilerinin saptanmasıdır. Veriler 396 konuktan anket yöntemiyle toplanmıştır. Verilerin analizinde betimleyici istatistik tekniklerinin yanı sıra, karşılaştırma testleri kullanılmıştır. Verilerin analizi sonucunda katılımcıların daha çok hizmet atmosferi kaynaklı şikâyetlerde bulundukları, sesli tepkileri diğer şikâyet davranışlarına oranla daha fazla sergiledikleri, şikâyet konularının şikâyet davranışları üzerinde genel olarak etkili olduğu saptanmıştır. Ayrıca şikâyet konularının şikâyet davranışlarının alt boyutlarını oluşturan sesli tepkiler, kişisel tepkiler ve üçüncü taraf tepkiler üzerinde anlamlı bir etkisinin olduğu tespit edilmiştir. Araştırmanın sonucunda katılımcıların şikâyet konuları ve şikâyet davranışlarına ilişkin görüşlerinin cinsiyetlerine, mesleklerine ve eğitim düzeylerine göre benzerlik gösterdiği, diğer yandan ise medeni durumları ve yaş gruplarına göre anlamlı bir farklılık gösterdiği saptanmıştır.

Anahtar Kelimeler

• Şikâyet, Şikâyet Davranışı, Restoran, Termal Otel, Afyonkarahisar.

Kaynakça

1. Aktaş, A., Çevirgen, A. ve Toker, B. (2009). Assessing holiday satisfaction of German and Russian tourists visiting Alanya. Tourism and Hospitality Management, 15 (1): 1-12
2. Altunışık, R., Coşkun, R., Bayraktaroğlu S. ve Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri. Adapazarı: Sakarya Kitabevi
3. Barlow, J. ve Moller C. (2008). A complaint is a gift: recovering customer loyalty when things go wrong. San Francisco: Berrett-Koehler Publishers
4. Blodgett, J. G. ve Granbois, D. H. (1992). Toward an integrated conceptual model of consumer complaining behaviour. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 1992 (5): 93-103
5. Chang, J., Khan, M. A. ve Tsai, C. T. (2012). Dining occasions, service failures and customer complaint behaviours: an empirical assessment. International Journal of Tourism Research, 14 (6): 601-615
6. Day, R. L. ve London, E. L. (1977). Toward a theory of consumer complaining behaviour. Woodside, A., Steht, J. ve Bennet, P. (Der.), Consumer and industrial buying behaviour. İçinde 425-437. Amsterdam: North Holland Publishing
7. DeFranco, A., Wortman, J., Lam, T. ve Countryman C. (2005). A cross-cultural comparison of customer complaint behaviour in restaurants in hotels. Asia Pacific Journal of Tourism, 10 (2): 173-190
8. Donoghue, S. ve De Klerk, H. M. (2006). Dissatisfied consumers’ complaint behaviour concerning product failure of major electrical house hold appliances- a conceptual framework. Journal of Family Ecology and Consumer Sciences, 2006 (34). 41-55

9. Dore, C. D. (1988). The interpretation of service: an anthropological view
10. Journal of Hospitality & Tourism Research, 12 (1): 81-91
11. Emir, O. (2011). Customer Complaints and complaint behaviours in Turkish hotel restaurants: an application in Lara and Kundu areas of Antalya
12. African Journal of Business Management, 5 (11): 4239-4253
13. Galicic, V. ve Ivanovic, S. (2008). Using the “learn model” to resolve guest complaints. Tourism and Hospitality Management, 14 (2): 241-250
14. Goodman, J. (1999). Basic facts on customer complaint behaviour and the impact of service on the bottom line. http://www.talent-technologies.com/new/wp- content/uploads/2010/06/a-complaint-is-a-gift.pdf, (13.02.2013)
15. Gürsoy, D. McCleary, K. W. ve Lepsito L. R. (2003). Segmenting restaurant customers based on their complaining response styles. Journal of Foodservice Business Research, 6 (1): 325-375
16. Heung, V.C.S. ve Lam, T. (2003). Customer complaint behaviour towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15 (5): 283-289
17. Hirschman, A. O. (1970). Exit, voice and loyalty responses to decline in firms, organizations and states. Cambridge: Harvard University Press
18. Hui, M. K. ve Au, K. (2001). Justice perceptions of complaint-handling: a cross cultural comparison between PRC and Canadian customers. Journal of Business Research, 52 (2): 161-173
19. Jacoby, J. ve Jaccard, J. J. (1981). The sources, meaning and validity of consumer complaint behaviour: a psychological analysis. Journal of Retailing, 57 (3): 4-23
20. Jones, D. L., McClearly, K. W. ve Lepsito L. R. (2002). Consumer complaint behaviour manifestations for table service restaurants: identifying socio demographic characteristics, personality, and behavioral factors. Journal of Hospitality & Tourism Research, 26 (2): 105-122
21. Kılıç, B. ve Ok, S. (2012). Otel işletmelerinde müşteri şikâyetleri ve şikâyetlerin değerlendirilmesi. Journal of Yaşar University, 25 (7): 4189-4202
22. Kim, J. H. ve Chen, J. S. (2010). The effects of situational and personal characteristics on consumer complaint behaviour in restaurant services. Journal of Travel & Tourism Marketing, 27 (1): 96-112
23. Kim, J. H. ve Lynn, J. (2007). Classification of Asian complainers in restaurant services. Asia Pacific Journal of Tourism Research, 12 (4): 365-375
24. Kim, J. ve Boo, S. (2011). Influencing factors on customer’s intention to complain in a franchise restaurant. Journal of Hospitality Marketing & Management, 20 (2): 217-237
25. Kitapcı, O. (2008). Restoran hizmetlerinde müşteri şikâyet davranışları: Sivas ilinde bir uygulama. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 2008 (31):111-120
26. Kozak, N., Kozak, M. A. ve Kozak, M. (2012). Genel turizm: ilkeler kavramlar, (12. Baskı). Ankara: Detay Yayıncılık
27. Lam, T. ve Tang, V. (2003). Recognizing customer complaint behaviour: the case of Hong Kong hotel restaurants. Journal of Travel &Tourism Marketing, 14 (1): 69-86
28. Lee, K., Khan, M. A., ve Ko, J. (2008). A Cross-national comparison of perceptions of service recovery. Journal of Travel & Tourism Marketing, 24 (1): 1- 16
29. Lehman, A., Q’Rourke, N., Hatcher, L. ve Stepanski E. J. (2005). JMP® for basic univariate and multivariate statistics a step-by-step guide. North Carolina: SAS Institute Inc
30. Li, M. (2010). Exploration of Chinese consumer complaint behaviour in the hospitality industry. Yayınlanmamış Yüksek Lisans Tezi. Nevada Üniversitesi, Las Vegas
31. Matusitz, J. ve Breen, G. M. (2009). Consumer dissatisfaction, complaints, and the involvement of human resource personnel in the hospitality and tourism industry. Journal of Human Resources in Hospitality and Tourism, 8 (2): 234-246
32. Muller, R. D., Palmer, A. Mack, R. ve McMullan, R. (2003). Service in the restaurant industry: an American and Irish comparison of service failures and recovery strategies. Hospitality Management, 22 (4): 395-418
33. Namkung, Y., Jang S. S. ve Choi, S. K. (2011). Customer complaints in restaurants: do they differ by service stages and loyalty levels?. International Journal of Hospitality Management, 30 (3): 495-502
34. Özdamar, K. (1999). Paket programlar ile istatistiksel veri analizi, (2
35. Baskı). Eskişehir: Kaan Kitabevi
36. Singh, J. (1988). Consumer complaint intentions and behaviour: definitional and taxonomical issues. The Journal of Marketing, 52 (1): 93-107
37. Snellman, K. ve Vihtkari, T. (2003). Customer complaining behaviour in technology-based service encounters. International Journal of Service Industry Management, 14 (2): 217-231
38. Su, W. ve Bowen, J.T. (2001). Restaurant customer complaint behaviour
39. Journal of Restaurant & Foodservice Marketing, 4 (2): 25-65
40. Sujithamrak, S. ve Lam, T. (2005). Relationship between customer complaint behaviour and demographic characteristics: a study of hotel restaurants’ patrons. Asia Pacific Journal of Tourism Research, 10 (3): 289-307
41. Susskind, A. M. (2000). Efficacy and outcome expectations related to customer complaints about service experiences. Communication Research, 27 (3): 353-378
42. Susskind, A. M. (2005). A content analysis of consumer complaints, remedies, and repatronage intentions regarding dissatisfying service experiences
43. Journal of Hospitality and Tourism Research, 29 (2): 150-169
44. Ural, A. ve Kılıç, İ., (2005). Bilimsel araştırma süreci ve SPSS ile veri analizi. Ankara: Detay Yayıncılık
45. Velazquez, B. M. ve Blasco, M. F. (2012). Why do restaurant customers engage in negative word-of-mouth? Esic Market Economic and Business Journal, 43 (2): 259-280
46. Velazquez, B. M., Contri, G. B., Saura, I. G. ve Blasco, M. F. (2006)
47. Antecedents to complaint behaviour in the context of restaurant goers. The International Review of Retail, Distribution and Consumer Research, 16 (5): 493- 517
48. Voorhes, C. M. ve Brady, M. K. (2005). A service perspective on the drivers of complaints intentions. Journal of Service Research, 8 (2): 192-203
49. Wildes V.J. ve Seo, W. (2001). Customer vote with their forks: consumer complaining behaviour in the restaurant industry. International Journal of Hospitality & Tourism Administration, 2 (2): 21-34
50. Yang, T. C. (2005). The development of an effective recovery programme after service failures: a case study of restaurants in Glasgow. Tourism and Hospitality Planning and Development, 2 (1): 39-54
51. Yavaş, U., Karatepe, O.M., Babakuş E. ve Avcı T. (2004). Customer complaints and organizational responses: a study of hotel guests in Northern Cyprus. Journal of Hospitality and Leisure Marketing, 11 (2-3): 31-45
52. Yüksel, A., Kılınç, U. K. ve Yüksel, F.(2006). Cross-national analysis of hotel customers’ attitudes toward complaining and their complaining behaviour
53. Tourism Management, 27 (1): 11-24