Müşterilerin Elde Tutulmasında Araçsal Bir Yöntem Olarak E-Şikâyet Yönetimi: Erdek Örneği

Abstract

Potential customers use web-based hotel search engines while choosing their holiday destinations, and they also make their complaints on hotel/holiday review and/or complaint websites when they have a negative holiday experience. These complaints are rather important to provide feedback for hotels as much as any other business type. It is beneficial for hotels to launch and conclude the processes which bring a solution to these complaints, also given the name of "electronic complaints", in a short time regarding the aspects of regaining these customers and having a competitive advantage against its rivals. The aim of this study is to analyze and categorize the e - complaints that were made by customers in order to determine the strategies that will help hotels in terms of meeting the expectations of the customers; providing customer satisfaction; increasing customer loyalty; and preventing the loss of customers. For this purpose, this study was conducted based on the complaints that were shared on the website of www.sikayetvar.com about the hotels that operate in the district of Erdek located in the province of Balıkesir. After this analysis, 47 complaints were found about seventeen hotels, and the complaints were gathered under three categories in general. It was found that the highest number of complaints was about the general environment, rooms, and catering services of the hotels. Furthermore, it was found that because the hotels that operate in the tourist destination of Erdek do not know what the management of customer complaints means and how they should conduct these processes, they have not made any attempts to reach a solution.