Pazarlama İçgörüsü Üzerine Çalışmalar

Yazarlar: ["Gülşah KESKİN", "Mehmet Yılmaz BİLGİÇ", "Ahu YAZICI AYYILDIZ"]

Konular:-

Anahtar Kelimeler:Covid-19,Otel işletmeleri,E-şikâyet,Kuşadası,Tripadvisor

Özet: Purpose: The main purpose of this research is to identify, analyse and classify the complaints (negative opinions) of guests who visited Kuşadası during the Covid-19 pandemic and stayed at 5-star hotels during their stays. Design/Methodology/Approach: Data for the research were collected from users with accommodation experience from the Tripadvisor website. For data analysis, 306 e-complaint comments on the Tripadvisor website were analysed by content analysis. Findings: The study demonstrates that customers’ complaints center around the cleanliness of the rooms, food and beverage quality and hygiene and that hotel businesses need to pay more special attention to these aspects of their operations. Research Limitations: The analysis comprised only customer comments with 3 (average), 2 (poor), and 1 (bad) weightings. Further, studies may also look into positive comments as well. Originality/Value: This study has value as it provides a relatively comprehensive analysis of complaints made about the hotels by the customers who visited Kuşadası during the Covid-19 pandemic and provides an opportunity for these businesses to make improvements in their various operations. Keywords: Covid-19, Hotel Businesses, E-complaint, Kuşadası, Tripadvisor.

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