Evaluation of Costumer Complaints Regarding Restaurants Offering Food and Beverage Service in Elazığ: The Case of Electronik Word-of-Mouth

Abstract

With the development of technology and the accessibility of the internet, various changes have taken place in many areas. It has changed in classical word-of-mouth communication and has become electronic word-of-mouth communication. Before purchasing a product or service, consumers refer to the experiences of consumers who have experienced the product or service before, in order to avoid the risks associated with the product or service in question. On Tripadvisor, it is a website, that is, an electronic word of mouth communication environment, where consumers can share their experiences with other people.
 The aim of the study; It is the evaluation of the negative comments made on the restaurants that offer food and beverage service in the province of Elazig on the tripAdvisor website. In the study, a total of 1167 comments belonging to 48 businesses between 14.12.2012 and 15.07.2022 were analyzed by content analysis method. As a result of the analysis, 577 complaints were identified. As a result of the study, the main headings most frequently complained about were 6 main categories and 17 subcategories, respectively, food-beverage-related features, personnel-related features, price-related features, service environment-related features, service-related features, and menu-related features.