Analysis of the Customer Experiences with Netnographic Investigation: A Cappadocia Region Five-Star Hotels Case

Fatoş Özkan Erciyas; Mehmet Selami Yıldız

doi:10.24010/soid.490705

TR

Analysis of the Customer Experiences with Netnographic Investigation: A Cappadocia Region Five-Star Hotels Case

Öz

Recently, customer experience has been crucial for the customers to be able to develop brand loyalty. An exclusive customer experience provides an important contribution in building brand awareness, providing customer loyalty and added profitability for businesses. The aim of this study is to reveal dimensions that constitute customer experience in the hotel business with the help of data obtained from customer comments written in the online environment. The method of study is based on qualitative research methods. Data for the study was obtained from the customers who stayed in five-star hotels in Cappadocia region and wrote comments about the hotels they stayed in. The obtained data were analyzed by means of case studies. As a result, it is shown that customer experience takes form around five main topics. These dimensions are 'comfort', 'pleasure', 'innovation', 'awareness' and 'feeling of enjoyment'. Another result of the study is that positive customer experience contributes to brand loyalty. The limitation of the study is that the data were only collected from 5-star hotels in Cappadocia region and from the comments in www.tripadvisor.com website.

Anahtar Kelimeler

Netnography,Cappadocia,Customer Experience,Brand Loyalty

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Fatoş Özkan Erciyas Bu kişi benim
0000-0002-3823-3884

Mehmet Selami Yıldız
0000-0002-6557-6372

Yayımlanma Tarihi

10 Aralık 2018

Gönderilme Tarihi

7 Ağustos 2018

Kabul Tarihi

15 Ekim 2018

Yayımlandığı Sayı

Yıl 2018 Cilt: 15 Sayı: 3

DOI

https://doi.org/10.24010/soid.490705

IZ

https://izlik.org/JA37XA78CL

APA

Özkan Erciyas, F., & Yıldız, M. S. (2018). Analysis of the Customer Experiences with Netnographic Investigation: A Cappadocia Region Five-Star Hotels Case. Seyahat ve Otel İşletmeciliği Dergisi, 15(3), 590-602. https://doi.org/10.24010/soid.490705

Seyahat ve Otel İşletmeciliği (Journal of Travel and Hotel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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Analysis of the Customer Experiences with Netnographic Investigation: A Cappadocia Region Five-Star Hotels Case

Analysis of the Customer Experiences with Netnographic Investigation: A Cappadocia Region Five-Star Hotels Case

Öz

Anahtar Kelimeler

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Kaynakça

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