ADANA İLİNDE BULUNAN RESTORANLARA YÖNELİK İNTERNET ÜZERİNDEN YAPILAN TÜKETİCİ ŞİKÂYETLERİNİN İNCELENMESİ: TRİPADVİSOR.COM ÖRNEĞİ

Abstract

F&B businesses constitute an important component of tourism activities. Fulfilling the demands of the consumers, which has a fragile structure, enhancing the satisfaction level, and the quality of the service provided are important for the sustainability of the tourism businesses. In this context, the objective of the study is to compare the customer complaints, made at different dates for restaurants in Adana city, to determine the reasons for complaints and to make recommendations on how to deal with these complaints. The research consists of two stages. In the first phase of the study, published as a conference paper, customer complaints on “tripadvisor.com” web site for 40 restaurants in Adana city between 01.01.2016 - 26.06.2017 were examined. In the second phase of the study, customer complaints on the same website for the same 40 restaurants between 27.06.2017 - 13.03.2019 were examined and compared with the results of the first stage of the study. In the analysis of the data obtained in the first phase of the study, the F&B category was collected in 5 subdimensions, while the data obtained in the second stage were gathered in 7 dimensions. The sub-dimensions related to F&B in the first study are flavor, freshness, and menu variety, the quality of the ingredients used in food and the temperature of the food. Cooking and the quality of meal were emerged as two new sub-dimensions. The increase in the number and type of complaints indicates that the restaurants’ managements have not made enough efforts to resolve complaints on tripadvisor.com web site.