TÜKETİCİ ŞİKAYETLERİNİN ÖRGÜTSEL ÖĞRENME ARACI OLARAK DEĞERLENDİRİLMESİ: KONAKLAMA İŞLETMELERİ VE TUR OPERATÖRLERİNE YÖNELİK ŞİKAYETLER ÜZERİNE BİR ARAŞTIRMA

Bu çalışmanın temel amacı turizm sektörünün önemli yapı taşlarından olan konaklama işletmeleri ve tur operatörlerine yönelik tüketici şikayetlerinin işletmelerce örgütsel öğrenme aracı olarak değerlendirilmesi sürecine dikkat çekmektir. Çalışmada söz konusu işletmelere yönelik Kasım 2012 - Kasım 2013 tarihleri arasındaki 6458 adet elektronik şikayet ve işletmelerin tüketici şikayetlerine yönelik tutumu incelenmekte ve turizm işletmelerinde şikayetlerin hangi alanlarda yoğunlaştığı araştırılmaktadır. Şikayetlerin yoğun olduğu alanların belirlenmesi, işletmelerin hangi alanlarda yetersiz kaldıklarının bilinmesi açısından önem taşımaktadır. Araştırma sonuçları konaklama işletmeleri ve tur operatörlerinin şikayetlerin etkin yönetimi konusunda halen yeterli düzeye ulaşamadıklarını ve tüketici şikayetlerinin önemli birer bilgi kaynağı olabileceğini göz ardı ettiklerini göstermektedir. Oysa tüketici şikayetleri işletmelerin sundukları hizmetlerdeki aksaklıkları ya da yanlış işletme politika ve uygulamalarını açıkça görebilmelerini sağlayarak hatalardan ders çıkarma fırsatı vermekte ve örgütsel öğrenmeye önemli katkılar sağlamaktadır.

Anahtar Kelimeler:

Tüketici Şikayetleri, Şikayet Yönetimi, Örgütsel Öğrenme, Konaklama İşletmeleri, Tur Operatörleri, Turizm Sektörü.

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The main aim of this study is to point out the importance of consumer complaints and the evalution of these complaints in the organizational learning processes of lodging enterprises and tour operators which are among the most essential parts of the tourism industry. In the study - from November 2012 to November 2013 – 6458 electronic complaints and the attitudes of the enterprises towards these complaints are examined. Furthermore, identifying the areas of complaints according to their intensity is also indicated in the study. This information is important for the enterprises to understand in which areas they provide deficient and unsatisfactory services. The results indicate that lodging enterprises and tour operators could not still reach to the desired level in the effective complaint management process and most of them till now ignore the importance of complaints as an information source. However, consumer complaints help enterprises to identify service failures or wrong operating policies and applications and give them the opportunity of taking a lesson from their failures. Moreover consumer complaints can also contribute to the organizational learning processes of the enterprises.

Keywords:

Consumer Complaints, Complaint Management, Organizational Learning, Lodging Enterprises, Tour Operators, Tourism Sector.,

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