Managing Consumer Complaints: the Case оf Tripadvisor

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Today’s Internet technologies make it easier for firms and customers to interact with each other. The second generation of web based services is characterized by having complaint management which allow people to share information and opinions. Online social travel networks are changing the way travellers plan their trips. These websites provide tourists to see other tourists’ reviews, who stayed in hotels before. One of these social networks is Trip Advisor which is well known around the world. The aim of this study is to investigate online complaint management practices emerging in Trip Advisor. It wa selected two hotels that are one-five stars an done-four stars operating in the city center of Çanakkale. For this purpose, it was examined first fifty assessment belongs to gusets stayin gin both hotels. It was evaluated regarding attitudes and complaint management of hotels by analyzing by analyzing the answers given by the hotels to costumer reviews. A total of hundred costumer review were analized. Qualitative data analysis methods were used in the study. Customer comments were transferred to Excel program and reviews were analyzed by content analysis, which is one of the qualitative research methods. The research is based on the first fifty reviews of the two hotels made in Trip Advisor between July 15 and July 25 2019. According to customer reviews in Trip Advisor operating in Çanakkale province, as a result of the findings obtained from the first fifty customer reviews of one five-star and the other four-star hotel business, it was determined that there was no response to the comments of Turkish guests. On the other hand, it was concluded that some foreign guests’ evaluations were returned. The findings of the research are examined, it is among the other findings that both hotels don’t give required importance to customer evaluations and don’t pay attention to customer complaints. In the study, it was concluded that customer complaints are generally related to the features of the rooms, personnel behavior and service quality. Another finding is that customer satisfaction is related to the hotel’s location, cuisine, services (such as tennis courts, spas) and personnel features.

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