Restoran müşterilerinin çevrim içi yorumlarının içerik analizi: Birinci sınıf bir restoran örneği

Bu araştırmanın amacı, birinci sınıf bir restoranın çevrim içi mecrada yayınlanan müşteri yorumlarından yola çıkarak müşteri algısındaki olumlu ve olumsuz özelliklerinin belirlenmesidir. Araştırmanın örneklemini İstanbul’daki özel bir müzenin içerisinde faaliyet gösteren birinci sınıf bir restoran oluşturmaktadır. Çevrim içi müşteri yorumlarına ulaşmak amacıyla Tripadvisor tatil sitesinden yararlanılmıştır. Nitel bir yapıya sahip bu araştırmada 78 çevrim içi Türkçe müşteri yorumuna içerik analizi yapılmıştır. Yapılan analiz sonucunda restoranın olumlu ve olumsuz özellikleri, “gıda ile ilgili özellikler”, “hizmet ile ilgili özellikler”, “atmosfer ile ilgili özellikler” ve “diğer özellikler” olmak üzere dört boyut altında toplanmıştır. Bu dört boyut altında yer alan “tat”, “hizmet kalitesi”, “gıda özgünlüğü” ve “çevresel özgünlük” özelliklerine dair restoranın daha çok olumlu yorum aldığı görülmüştür. Bu araştırmadaki restoranın müşterileri geleneksel Türk mutfağının yeniden yorumlanmasının menüye özgünlük kattığını düşünmekte ve restoranı bu özelliğinden dolayı tercih etmektedir. Müşterilerin olumlu görüş bildirdiği diğer bir unsur ise restoran çalışanlarının hizmet sunumunda başarılı olmalarıdır. Öte yandan “menü çeşitliliği”, “çevresel temizlik” ve “adil fiyat” özelliklerine dair müşterilerin daha çok olumsuz yorum yaptığı belirlenmiştir. Menü çeşitliliğinin azlığı özgün bir menü yaratmanın zorluğundan kaynaklı olduğu düşünülmektedir. Müşterilerin beklediği hizmet kalitesi ile algıladığı hizmet kalitesi arasındaki benzerliğin veya farklılığın ise menü fiyatlandırmasına dair düşüncelerini belirlediği sonucuna ulaşılmıştır. Son olarak restoranın çevre temizliğine önem vermemesinin müşteri yorumlarına olumsuz yansıdığı görülmüştür.

Content analysis of online reviews of restaurant customers: The case of a fine dining restaurant

The purpose of this research is to determine the positive and negative characteristics of a fine dining restaurant in customer perception based on customer reviews published on the online platform. The sample of the research consists of a fine dining restaurant operating in a private museum in Istanbul. Tripadvisor holiday site was used to reach online customer reviews. In this qualitative research, content analysis was performed on 78 online Turkish customer reviews. As a result of the analysis, the positive and negative characteristics of the restaurant were collected under four dimensions: “food-related attributes”, “service-related attributes”, “atmosphere-related attributes” and “other attributes”. It was observed that the restaurant received more positive comments on the characteristics of “taste”, “quality of service”, “food originality” and “environmental originality” included under these four dimensions. The customers of the restaurant in this research think that the reinterpretation of traditional Turkish cuisine adds originality to the menu and prefer the restaurant because of this feature. Another element that customers express a positive opinion about is that restaurant employees are successful in providing services. On the other hand, it has been found that customers comment more negatively on “menu variety”, “environmental cleanliness” and “fair price” features. The lack of menu diversity is thought to be due to the difficulty of creating an original menu. The similarity or difference between the quality of service that customers expect and the quality of service they perceive determines their opinions on menu pricing. Finally, the restaurant's lack of attention to environmental cleanliness was negatively reflected in customer reviews.

Kaynakça

Amaro, S. & Duarte, P. (2017). Social media use for travel purposes: A cross cultural comparison between Portugal and the UK. Information Technologies in Tourism, 17, 161-181.

Baker, J. & Cameron, M. (1996). The effects of the service environment on affect and consumer perception of waiting time: An integrative review and research propositions. Journal of the Academy of Marketing Science, 24 (4), 338–349.

Bei, L. & Chiao, Y. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125–140.

Berry, L.L., Carbone, L.P. & Haeckel, S.H. (2002). Managing the total customer experience. Sloan Management Review, 43 (3), 85–89.

Bertan, S., Bayram, M. & Benzergil, N. (2015). The evaluation of thermal hotels’ online reviews, Tourism: An International Interdisciplinary Journal, 63 (1), 53-65.

Boden, A. (2001). The handling complaints pocketbook. Management Pocketbooks Ltd.

Bolton, L.E., Warlop, L. & Alba, J.W. (2003). Consumer perceptions of price (Un)fairness. Journal of Consumer Research, 29 (4), 474–492.

Boote, J. (1998). Towards a comprehensive taxonomy and model of consumer complaining behaviour. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 11, 140-151.

Cronin, J.J. & Taylor, S.A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56 (3), 55-68.

Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11, 496-499.

Dube, L., Renaghan, L.M. & Miller, J.M. (1994). Measuring customer satisfaction for strategic management. The Cornell Hotel and Restaurant Administration Quarterly, 35 (1), 39–47.

Eren R. & Çelik M. (2017). Çevrimiçi gastronomi imajı: Türkiye restoranlarının Tripadvisor yorumlarının içerik analizi. Turizm Akademik Dergisi, 4 (2), 121-138.

Ha, J. & Jang, S. S. (2010). Effects of service quality and food quality: The moderating role of atmospherics in an ethnic restaurant segment. International Journal of Hospitality Management, 29 (3), 520-529.

Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in the restaurant industry. African Journal of Business Management, 6 (14), 5039-5046.

Huang, C.Y., Chou, C.J. & Lin, P.C. (2010). Involvement theory in constructing bloggers’ intention to purchase travel products. Tourism Management, 31, 513-526.

Kim, W. G., Lee, Y.-K., & Yoo, Y.-J. (2006). Predictors of relationship quality and relationship outcomes in luxury restaurants. Journal of Hospitality & Tourism Research, 30 (2), 143-169.

Kivela, J., Inbakaran, R. & Reece, J. (1999). Consumer research in the restaurant environment. Part 1: A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management, 11 (5), 205–222.

Lin, I. Y. H. & Mattila, A. S. (2006). Understanding restaurant switching behavior from a cultural perspective. Journal of Hospitality & Tourism Research, 30(1), 3-15.

Liu, Y. & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: What affects customer satisfaction and behavioral intentions? International Journal of Hospitality Management, 28 (3), 338-348.

Llodra-Riera, I., Martinez-Ruiz, M.P., Jimenez-Zarco, A.I. & Izquierdo-Yusta, A. (2015). A multidimensional analysis of the information sources construct and its relevance for destination image formation. Tourism Management, 48, 319–328.

Marine-Roig, E. & Anton Clavé, S. (2016). A detailed method for destination image analysis using user-generated content. Information Technologies & Tourism, 15, 341-364.

Munar, A.M. & Jacobsen, J.S. (2013). Trust and involvement in tourism social media and web-based travel information sources. Scandinavian Journal of Hospitality and Tourism, 13, 1-19.

Namkung, Y. & Jang, S. (2007). Does food quality really matter in restaurant? Its impact on customer satisfaction and behavioral intentions. Journal of Hospitality and Tourism Research, 31 (3), 387–410.

Namkung, Y. & Jang, S. S. (2008). Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality Management, 20 (2), 142-155.

Pantelidis, I. S. (2010). Electronic meal experience: A content analysis of online restaurant comments. Cornell Hospitality Quarterly, 51 (4) 483–491.

Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64 (Spring), 12–40.

Peri, C. (2006). The universe of food quality. Food Quality and Preference, 17 (1-2), 3-8.

Reuland, R., Coudrey, J. & Fagel, A. (1985). Research in the field of hospitality. International Journal of Hospitality Management, 4 (4), 141–146.

Ryu, K. & Jang, S. (2007). The effect of environment perceptions on behavioral intentions through emotions: The case of upscale restaurants. Journal of Hospitality and Tourism Research, 31 (1), 56–72.

Seyidoğlu, H. (2009). Bilimsel araştırma ve yazma el kitabı. Güzem Can Yayınları.

Soriano, D. R. (2002). Customers’ expectations factors in restaurants: The situation in Spain. International Journal of Quality & Reliability Management, 19 (8/9), 1055-1067.

Stephens, N., & Gwinner, K. P. (1998). Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. Journal of the Academy of Marketing Science, 26 (3), 172-189.

Stevens, P., Knutson, B. & Patton, M. (1995). DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel and Restaurant Administration Quarterly, 36 (2), 56–60.

Sulek, J.M. & Hensley, R.L. (2004). The relative importance of food, atmosphere, and fairness of wait. Cornell Hotel and Restaurant Administration Quarterly, 45 (3), 235–247.

Tiago, T., Amaral, F., & Tiago, F. (2015). The good, the bad and the ugly: Food quality in UGC. Procedia - Social and Behavioral Sciences, 175 (2015), 162-169.

Trend, N. (2013, October 23). TripAdvisor and the issue of trust. The Telegraph. http://www.telegraph.co.uk/travel/travelnews/10399563/TripAdvisor-and-the-issue-oftrust.html.

Wood, N.T. & Munoz, C.L. (2006). ‘No rules, just right’ or is it? The role of themed restaurants as cultural ambassadors. Tourism and Hospitality Research, 7 (3/4), 242–255.

Xia, L., Monroe, K.B. & Cox, J.L. (2004). The price is unfair! A conceptual framework of price fairness perceptions. Journal of Marketing, 68 (October), 1–15.

Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.

Kaynak Göster

APA Ilbay, B. (2021). Content analysis of online reviews of restaurant customers: The case of a fine dining restaurant . Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , UTK 2021 Turizm Özel Sayısı , 1359-1370 . DOI: 10.31795/baunsobed.1022601