1. HİZMET KALİTESİ ALGISININ TÜKETİCİLERİN POZİTİF E-WOM EĞİLİMLERİ ÜZERİNDEKİ ETKİSİ: TRİPADVİSOR SİTESİNDE RESTORAN KIYASLAMASI.
- Author
-
ŞENEL, Özlem
- Subjects
- *
TELECOMMUNICATION , *QUALITY of service , *WORD frequency , *SERVICE industries , *WORD-of-mouth communication , *CUSTOMER satisfaction - Abstract
There are several factors that affect customers' perceptions of service quality. According to the results of the evaluation of these factors, customers may prefer to apply for word-of-mouth communication as positive or negative. However, it is stated that customers share their satisfaction and positive thoughts less frequently, and therefore it is thought that positive comments may be more valuable for businesses. In addition, with the fact that the Internet and social media are at the center of people's lives, the preferability of electronic word-of-mouth communication has increased. Based on this situation, it is aimed to determine the factors that create the perception of high service quality (food quality, physical environment, personnel, price) in restaurants, which are among the businesses operating in the service sector, to what extent these factors are effective in the tendency of consumers to positive electronic word-of-mouth communication (e-wom) and whether there is a difference according to gender. The data source of the study is 359 positive comments made for restaurants operating in Hatay, one of the two cities selected as a gastronomy city by UNESCO in 2020, and Istanbul, which is considered the cultural mosaic of our country and is the most populous city, and ranks first in the middle price category registered on the Tripadvisor website. The data were analyzed by content analysis from qualitative research methods. Within the scope of this analysis, frequency analysis was performed in SPSS program and word frequency analysis was performed in MAXQDA program. As a result, it has been determined that food quality, personnel, physical environment and price are effective in customers' perception of restaurant service quality, respectively. In terms of gender, it has been seen that male customers tend to e-wom more than women. According to the word frequency analysis, while the most frequently used word for the restaurant in Hatay is "Antakya", the district where the restaurant is located, the most used word in the restaurant in Istanbul is "advice". [ABSTRACT FROM AUTHOR]
- Published
- 2022