Service Quality Gaps and Recovery Myopia in the Cinema Industry: A Netnographic Examination of Online Complaints

Öz

The aim of this study is to examine customer complaints against cinema businesses in Turkey through the framework of SERVQUAL and the Service Quality Gap Model, identifying managerial weaknesses and incompatibilities in complaint management strategies. A netnography design based on qualitative research principles was adopted. Accordingly, 2,917 valid customer feedback items published on online complaint platforms between 2023 and 2026 were collected using data-scraping software and subjected to dictionary-based content analysis via AI-supported qualitative analysis programs. Findings indicate that 92.46% of the examined complaints remained unresolved. The majority of complaints (91.70%) were concentrated in the “Reliability” dimension, encompassing session cancellations and ticketing errors, which also had the highest recurrence rate. Resolution rates remained consistently low across all service quality dimensions (ranging from 5.92% to 8.61%), with the lowest descriptive resolution rate observed in the Physical Characteristics dimension (5.92%). Furthermore, although Reliability was the most frequently complained dimension, the highest emotional severity and disappointment were experienced in the “Empathy” and "Assurance" dimensions due to inadequate staff communication. Multi-branch chains failed to ensure standardization across branches, with personnel performance in central branches being more negative than in peripheral ones. In conclusion, cinema businesses have fallen into “recovery myopia,” relying on instant and superficial appeasement tactics. It is recommended that businesses abandon these reactive approaches and transition to proactive quality assurance systems based on root cause analysis.

Anahtar Kelimeler

• Cinema Industry
• Service Quality
• Online Complaints
• Recovery Myopia
• Netnography.

Sinema Sektöründe Hizmet Kalitesi Boşlukları ve Telafi Miyopisi: Çevrimiçi Şikâyetlerin Netnografik İncelemesi

Öz

Bu çalışmanın amacı, Türkiye’deki sinema işletmelerine yönelik müşteri şikâyetlerini SERVQUAL ve Hizmet Kalitesi Boşluk Modeli ekseninde inceleyerek sektörel düzeydeki yönetimsel zafiyetleri ve işletmelerin şikâyet yönetimi stratejilerindeki uyumsuzlukları tespit etmektir. Çalışmada nitel araştırma prensiplerine dayalı netnografi deseni benimsenmiştir. Bu kapsamda, 2023-2026 yılları arasında çevrimiçi şikâyet platformlarında yayımlanan 2.917 geçerli müşteri geri bildirimi veri kazıma yazılımıyla toplanmış ve yapay zekâ destekli nitel analiz programlarıyla sözlük tabanlı içerik analizine tabi tutulmuştur. Bulgular, incelenen şikâyetlerin %92,46’sının çözümsüz kaldığını göstermektedir. Şikâyetlerin en büyük bölümünün (%91,70) seans iptali ve biletleme hatalarını kapsayan “Güvenilirlik” boyutunda yoğunlaştığı ve bu alanın en yüksek mükerrer sorun oranına sahip olduğu görülmüştür. Tüm hizmet kalitesi boyutlarında çözüm oranlarının %5,92 ile %8,61 arasında oldukça düşük bir seviyede kaldığı; bununla birlikte betimsel olarak en düşük çözüm oranının (%5,92) Fiziksel Özellikler boyutunda gerçekleştiği görülmüştür. Ayrıca, en sık şikâyet edilen alan Güvenilirlik boyutu olmasına rağmen, tüketicide en yüksek duygusal şiddet ve hayal kırıklığının personelin yetersiz iletişiminden kaynaklanan “Empati” ve “Güvence” boyutlarında yaşandığı saptanmıştır. Çok şubeli zincirlerin şubeler arası standardizasyonu sağlayamadığı ve merkez şubelerdeki personelin performansının ilçe şubelerdeki personele göre daha olumsuz olduğu belirlenmiştir. Sonuç olarak, sinema işletmelerinin anlık ve yüzeysel yatıştırma taktiklerine dayalı “telafi miyopisi”ne düştüğü görülmüştür. İşletmelerin bu reaktif yaklaşımları terk ederek kök neden analizine dayalı proaktif kalite güvence sistemlerine geçiş yapmaları önerilmektedir.

Anahtar Kelimeler

• Sinema Endüstrisi
• Hizmet Kalitesi
• Çevrimiçi Şikayetler
• Telafi Miyopisi
• Netnografi.

Kaynakça

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