Investigation of Online Customer Complaints Against 5-Star Accommodation Businesses in the Eastern Black Sea Region

Abstract

With the intensive use of the internet and social media for communication and information purposes, consumers can examine the comments made about the business, product or service and make comments about their experiences. In addition, positive and negative comments made online can affect consumers' decisions. In this context, in this research, it is aimed to categorize and reveal customer complaints about five-star hotels in the Eastern Black Sea Region. In this context, 520 comments containing complaints on the websites of tripadvisor.com and sikayetvar.com were analyzed using the qualitative research method, using the content analysis technique, and 1312 complaints were categorized. As a result of the content analysis, customer complaints were grouped into 5 main and 28 sub-categories. As a result of the study, it was
determined that the subjects that received the highest complaints were room equipment and materials, food and beverage variety, pricing, discrimination in favor of foreign customers, staff attitudes and behavior, and pool, SPA, Turkish bath. The limitation of this research is that the research only includes the complaints on the "tripadvisor.com" and "sikayetvar.com" web pages.