Designing in-service training based on customer complaints in tourism: the case of ChatGPT

Yıl 2025, Cilt: 7 Sayı: 1, 42 - 53, 30.06.2025

Özge Erdal , Özlem Arı , Bayram Şahin

https://doi.org/10.53601/tourismandrecreation.1501866

Öz

In today’s hotel management, the effective analysis of customer complaints is critically important for improving service quality and increasing guest satisfaction. This study aims to examine the potential use of ChatGPT in analyzing customer complaints and designing in-service training programs from the perspective of Total Quality Management (TQM). The study conducted a thematic content analysis using Maxqda on 83 negative reviews from TripAdvisor for 14 four- and five-star hotel businesses operating in Balıkesir. Main and sub-themes were identified. Based on these themes, automated text analysis of the complaints was performed using the ChatGPT 3.5 model developed by OpenAI to develop training suggestions for service improvement. In addition, to compare the training suggestions, the websites of global hotel chains were analyzed as a secondary data source. It was found that most complaints were related to staff, food, and hotel facilities. ChatGPT’s proposed training topics included service enhancement, safety and emergency procedures, communication skills, complaint resolution, teamwork, and hygiene standards. These suggestions are closely aligned with the in-service training practices of leading international hotel brands such as Accor, Marriott, Hilton, and Wyndham, indicating the tool’s potential for supporting quality management initiatives.

Anahtar Kelimeler

Customer complaints , In-service training , Artificial intelligence , ChatGPT , Total quality management

Turizmde müşteri şikayetlerine dayalı hizmet içi eğitim tasarımı: ChatGPT örneği

Öz

Günümüz otel işletmelerinde müşteri şikâyetlerinin etkin analizi, otel işletmelerinde hizmet kalitesini iyileştirmek ve misafir memnuniyetini artırmak için kritik öneme sahiptir. Bu çalışmanın amacı, müşteri şikâyetlerini analiz etmede ve hizmet içi eğitim tasarımı oluşturmada ChatGPT’nin kullanılabilme potansiyelini toplam kalite yönetimi (TKY) perspektifiyle incelemektir. Çalışmada, Balıkesir’de faaliyet gösteren 4 ve 5 yıldızlı 14 otel işletmesine ait TripAdvisor üzerinden alınmış 83 olumsuz yorum Maxqda ile tematik içerik analizi uygulanarak incelenmiş, ana ve alt temalar oluşturulmuştur. Belirlenen temalar üzerinden hizmet iyileştirme stratejisi olarak eğitim tasarımı geliştirilebilmesi amacıyla, OpenAI tarafından geliştirilen ücretsiz ChatGPT 3.5 kullanılarak şikayetlere otomatik metin analizi yapılmış ve şikayetlere ilişkin eğitim önerileri geliştirilmiştir. Ayrıca ChatGPT’nin eğitim önerilerinin karşılaştırılabilmesi amacıyla global otel zincirlerinin web siteleri ikincil veri kaynağı olarak analiz edilmiştir. Otellere yönelik en fazla şikâyet personel, yiyecekler ve otelin özellikleriyle ilgili olduğu görülmüştür. ChatGPT tarafından önerilen eğitimler arasında, şikâyet içeriklerine yönelik geri bildirim, hizmet iyileştirme, güvenlik ve acil durum prosedürleri, iletişim becerileri, şikâyet yönetimi, takım çalışması, temizlik ve hijyen standartları gibi eğitimler bulunmaktadır. Bu eğitim önerileri, Accor, Marriott, Hilton, Wyndham gibi uluslararası marka otellerin hizmet içi eğitimleriyle de benzerlik gösterdiği tespit edilmiştir.

Anahtar Kelimeler

Müşteri şikayetleri , Hizmet içi eğitim , Yapay zekâ , ChatGPT , Toplam kalite yönetimi

Kaynakça

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