Online Reputation Management on Digital Platforms: An Analysis of CRM Strategies of Hotels in Belek and Kaş

Öz

This study compares hotel managers' responses to customer reviews on TripAdvisor in Belek and Kaş, two prominent tourism destinations in Turkey, focusing on professionalism, empathy, and problem-solving skills. The research reveals significant differences in online reputation management practices between the two regions. Hotels in Belek demonstrate faster and more professional response times, effectively leveraging online feedback as a key component of their Customer Relationship Management (CRM) strategies. Specifically, average response times in Belek decreased dramatically from 1,496 days in 2013 to just 1.7 days in 2024, accompanied by a rise in average customer review scores from 4.49 to 4.77 during the same period. In contrast, hotels in Kaş exhibit longer response times and lower levels of professionalism and empathy in their responses, resulting in comparatively lower customer satisfaction. This study highlights the direct impact of online response quality and speed on customer satisfaction and hotel performance. It emphasizes the crucial role of timely, empathetic, and solution-oriented responses in CRM-driven online reputation management, particularly in the hospitality industry. The findings suggest that while Belek hotels have successfully integrated online feedback into their CRM strategies, Kaş hotels need to improve their online communication strategies, particularly in demonstrating empathy and effectively addressing customer concerns.

Anahtar Kelimeler

• Online responses
• Communication skills
• Text mining
• Professionalism in hospitality
• Online reputation management

Dijital Platformlarda Çevrimiçi İtibar Yönetimi: Belek ve Kaş Bölgelerindeki Otellerin Müşteri İlişkileri Yönetimi Stratejilerinin Analizi

Öz

Bu çalışma, Belek ve Kaş bölgelerindeki otel yöneticilerinin TripAdvisor platformunda müşteri yorumlarına verdikleri yanıtları profesyonellik, empati düzeyi ve problem çözme becerileri açısından karşılaştırmayı amaçlamaktadır. Belek bölgesindeki oteller, daha hızlı ve profesyonel yanıtlar verirken, Kaş bölgesindeki otellerin yanıtlarının daha uzun olmasına karşın, profesyonellik ve empati düzeyi açısından yetersiz olduğu gözlemlenmiştir. Belek bölgesindeki otellerin yanıt süreleri 2013 yılında ortalama 1496 gün iken, 2024 yılında bu süre 1.7 güne kadar düşmüştür. Aynı dönemde ortalama müşteri değerlendirme puanları 4.49'dan 4.77'ye yükselmiştir. Kaş bölgesinde ise ortalama yanıt süreleri daha uzun kalmış ve müşteri memnuniyeti daha düşük seviyelerde seyretmiştir. Bu süreç, aynı zamanda otellerin müşteri ilişkileri yönetimi (MİY) stratejilerinin bir parçası olarak değerlendirilmektedir. Çalışma bulguları, Belek'teki otel yöneticilerinin müşteri geri bildirimlerine hızlı, empatik ve çözüm odaklı yaklaşımlarının, müşteri memnuniyetini artırma konusunda etkili olduğunu göstermektedir. Buna karşın, Kaş'taki otellerin iletişim stratejilerinin, özellikle empati ve problem çözme becerileri açısından geliştirilmesi gerekmektedir. Bu bağlamda, otel yöneticilerinin çevrimiçi yorumlara verdikleri yanıtlar, müşteri memnuniyeti ve otel performansı üzerinde doğrudan bir etkiye sahip olup, bu yanıtların kalitesi ve hızı, MİY destekli çevrimiçi itibar yönetimi stratejilerinde kritik bir rol oynamaktadır.

Anahtar Kelimeler

• Çevrimiçi yanıtlar
• İletişim becerileri
• Metin madenciliği
• Otelcilikte profesyonellik
• Çevrimiçi itibar yönetimi

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