Fatoş ÖZKAN ERCİYAS, Mehmet Selami YILDIZ

Analysis of the Customer Experiences with Netnographic Investigation: A Cappadocia Region Five-Star Hotels Case

Recently, customer experience has been crucial for the customers to be able to develop brand loyalty. An exclusive customer experience provides an important contribution in building brand awareness, providing customer loyalty and added profitability for businesses. The aim of this study is to reveal dimensions that constitute customer experience in the hotel business with the help of data obtained from customer comments written in the online environment. The method of study is based on qualitative research methods. Data for the study was obtained from the customers who stayed in five-star hotels in Cappadocia region and wrote comments about the hotels they stayed in. The obtained data were analyzed by means of case studies. As a result, it is shown that customer experience takes form around five main topics. These dimensions are 'comfort', 'pleasure', 'innovation', 'awareness' and 'feeling of enjoyment'. Another result of the study is that positive customer experience contributes to brand loyalty. The limitation of the study is that the data were only collected from 5-star hotels in Cappadocia region and from the comments in www.tripadvisor.com website.

Anahtar Kelimeler:

Netnography, Cappadocia, Customer Experience, Brand Loyalty

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