Evaluation of Customer Comments and Complaints about Hotel Businesses

Yıl 2020, Cilt: 1 Sayı: 1, 17 - 32, 15.07.2020

Esen Gürbüz Gizem Aslıhan Ormankıran

Öz

Assessment of the customer complaints provides important feedbacks for the businesses. Since services are consumed where they are supplied in the case of hotels the main responsibility for the delivery of them is on the hotel staff. Therefore, differences in terms of services among hotels may likely to occur due to the human factor. Also, accepting the influence of human factor on businesses allows us to realize that customer satisfaction would depend on human factor in services. Technological advancements and existence of websites such as TripAdvisor create more opportunities for customers to comment on their experiences. These comments have significant effects on hotels because through websites customers are able to compare the ratings of several hotels and as a result their potential demand would turn into an actual demand.
This study aims to identify the main subjects of positive and negative customer reviews for top 50 5-star hotels in Belek region according to customer’s ratings. Subjects are categorized and a database is created in compliance with the topics through the identification of review contents. In the period between 1 July - 31 August 2018, 307 customers have sent complaints whereas 1990 customers have sent compliments. In their reviews, customers are inclined to display their observations on staff behavior and food and beverage quality. Other frequently mentioned topics in the positive comments are animation, hotel hygiene and cleanliness, hotel environment and price-performance, while negative comments are mainly focused on hygiene, hotel rooms, animation and hotel facilities.

Anahtar Kelimeler

Hotel Businesses, Customer Positive Comments, Customer Complaints, Customer Complaint Management

Otel İşletmelerine İlişkin Müşteri Pozitif Yorum ve Şikayetlerinin Yoğunlaştığı Konulara İlişkin Nitel Bir Değerlendirme

Öz

Müşteri şikayetlerinin yoğunlaştığı konuların bilinmesi, işletmelere önemli bir bilgi kaynağıdır. Hizmetlerin üretildiği yerde tüketilmesi özelliği nedeniyle, hizmet sunumundan hizmeti sunan personel birinci derecede sorumludur. Bu nedenle, hizmet sunumunda farklılık olabileceği gibi, hizmetin üretimi ve tüketimini “insan işi” olarak nitelendirebilmemiz, hizmet sunumundan duyulan tatminin de, göreceli olmasını sağlayabilecektir. Hizmetlerin bu özelliği, TripAdvisor gibi sitelerin kullanımının artması ile sık yorumun yapıldığı otel işletmelerinde daha da önemli olmaktadır. Otellere yönelik potansiyel talebin web sayfalarından incelenen yorumlara göre fiili talebe dönüşebildiği bilinmektedir.
Bu çalışmada Belek yöresinde faaliyet gösteren 5 yıldızlı oteller içerisinde olumlu müşteri yorumlarına göre top 50’de yer alanlarla ilgili olumlu müşteri yorumu ve şikayet konularını içerik analizi yöntemi ile belirleyerek kategorize etmek amaçlanmıştır. 1 Haziran-31 Ağustos 2018 tarihlerini içeren müşteri yorumlarına göre; 307 müşteri şikayette, 1990 müşteri de olumlu yorumda bulunmuştur. Olumlu yorum sayısının daha yüksek olmasının nedeni olumlu yorumlara göre top 50 işletmenin seçilmiş olmasıdır. Personel davranışı ve yeme-içme olumlu yorumlarda ve şikayet konularında göreli olarak daha fazla sıklıkta ifade edilmiştir.

Anahtar Kelimeler

Otel İşletmeleri, Müşteri Pozitif Yorumları, Müşteri Şikayetleri

Kaynakça

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