Bu makale, en az iki hakem tarafından incelenmiş ve intihal içermediği teyit edilmiştir. / This article has been reviewed by at least two referees and confirmed to include no plagiarism.
ÖzGünümüzde yiyecek-içecek işletmelerinde rekabetin yoğunlaşmasıyla birlikte restoranlar mevcut müşterilerini en üst düzeyde memnun etmeye çabalamaktadırlar. Müşteri memnuniyeti oluşturmada müşteriyi anlamak ve istek ve ihtiyaçlarını önceden tahmin edebilmek önem arz etmektedir. Bu sebeple müşteri dinlenmeli, şikâyetleri bilinmeli ve en kısa sürede çözüme kavuşturularak müşteri memnuniyeti sağlanması gerekmektedir. Bu çalışmada restoran işletmeleri üzerinde müşteri şikâyet davranışı analiz edilmektedir. Çalışmada müşteri şikâyet davranışı ile cinsiyet, yaş, medeni durum, eğitim düzeyi ve gelir durumları gibi demografik özelliklerin ilişkisi bu değişkenler arasındaki farklılıklar verilerek tespit edilmektedir. Araştırma 604 restoran müşterisi üzerinde yapılmıştır. Elde edilen veriler SPSS 22.0 paket programında analiz edilerek ki-kare testi yapılmıştır. Araştırma sonucunda; müşterilerin büyük bir kısmının herhangi bir şikâyet durumunda ilk olarak restoran yönetimine bildirdikleri, şikâyetleri neticesinde işletmenin geri bildirimde bulunmasından memnuniyet duydukları ve şikâyetlerinin çözüme kavuşmaması durumundaysa restoran tercihlerini değiştirmeyi düşündükleri belirlenmiştir. Ayrıca müşterilerin cinsiyet, yaş, medeni durum, eğitim düzeyi ve gelir durumları bağlı olarak şikâyet davranışlarının değiştiği tespit edilmiştir. Keywords AbstractCustomer Complaints Complaint BehavioursRestaurants with Tourism Management Certificate Ankara Today, restaurants try to satisfy their current customers at the utmost level due to intense competition in food and beverage businesses. Understanding the customer, and being able to predict his/her wishes and needs in advance are significant in building customer satisfaction. So, customer satisfaction should be achieved by listening the customer, knowing the complaints of the customer, and solving the problem in the shortest time. In this study, customer complaint behaviour at restaurant businesses is analysed. In the research, the relationship between customer complaint behaviour and the customer's demographic characteristics such as gender, age, marital status, level of education, and income status are revealed by giving the differences among these characteristics. The study was done on 604 restaurant customers. The data obtained was analysed in SPSS 22.0 package program, and chi-square test was performed. It has been determined that most of the customers initially informs the restaurant management about any complaints, they feel pleased when they get feedback about it, but they think about their restaurant preferences if their problems are not solved. And it has also been determined that the complaint behaviours change according to gender, age, marital status, education level and income status of the customers.
The purpose of this study is to determine the level of corporate reputation of five-star hotels in Belek for foreign tourists who prefer to stay in this region, and to examine how demographic characteristics of tourists affect corporate reputation level of these hotels. To achieve this aim, first, reputation, corporate reputation and the components of reputation have been examined. The importance of corporate reputation for hotels has been mentioned. What corporate reputation means for the tourism sector and for the enterprises operating in this sector has been explained. The sample of the study is a total of 343 persons of foreign tourists who have stayed in five-star hotels in Belek. Survey technique has been used as data collection method in the study. The questionnaire form has been composed by adapting the questions, which were developed by Fombrun, Gardberg and Sever (2000), to hotel operations. According to the results obtained, foreign tourists generally evaluate the corporate reputation of five-star hotels in Belek in middle level. Nevertheless, it has been determined that products and services, and emotional appeal dimensions are evaluated as more favorable. It is also revealed that foreign tourists, depending on gender, age, income and whether they visited Belek earlier, evaluate the reputation levels of hotels differently.
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