Konaklama İşletmelerinde Hizmet Kalitesine Yönelik Müşteri E- Şikâyetlerinin Analizi

Abstract

In the competition environment emerged with increase in technological developments and globalization, companies put the priority to increasing customer satisfaction and decreasing complaints. Complaint is the opportunity to enhance the service quality and creating customer loyalty. This research includes the analysis of customer e-complaints for accommodation businesses in terms of service quality. The aim of the research is to examine customer e-complaints for accommodation businesses in terms of service quality and to reveal the subjects and frequency of these e-complaints. In the literature section of the study, the concepts of accommodation businesses, service quality, customer satisfaction and complaints are discussed. In the analysis part, the data obtained from the website “sikayetvar.com” are analyzed. Finally in the conclusion part, the results and the suggestions are presented. The sample of the research consists of 999 complaint texts for accommodation businesses on the sikayetvar.com website between 09.09.2011 and 08.09.2022. Research data were analyzed by content analysis method. The research is important in terms of determining the issues that customers who receive service from accommodation businesses complain about these businesses, and determining in which areas these businesses are inadequate. In terms of service quality, it is seen that the most frequently repeated negative words are bad, dirty and aggrieved, although it shows that the complaints against accommodation businesses are focused on reliability and responsiveness.