Olumsuz Ewom Mesajlarının Kriz İletişimi Stratejileri Kapsamında Değerlendirilmesi: 4 ve 5 Yıldızlı Otel İşletmelerine Yönelik Nitel Bir Araştırma

Year 2021, Volume: 5 Issue: 3, 1249 - 1274, 30.09.2021

Ayşe Özer , Ali Ender Altunoğlu

https://doi.org/10.29023/alanyaakademik.845649

Abstract

Bu çalışmada Türk ve Britanyalı turistlerin yaptığı olumsuz çevrimiçi yorumlar aracılığıyla müşterilerin yaşadığı olumsuzlukların kaynağı ve otel yöneticilerinin bu yorumlara karşı kullandıkları kriz iletişimi stratejileri tespit edilmiştir. Ayrıca Durumsal Kriz İletişimi Stratejileri, çalışmaya uygun olacak şekilde geliştirilerek, ilgili alana yeni bir formda sunulmuştur. Bunun için Muğla ili ve çevresinde faaliyet gösteren 4 ve 5 yıldızlı oteller için Tripadvisor sitesi üzerinden yapılan toplam 1128 olumsuz çevrimiçi yorum ve işletme yanıtı incelenmiştir. Elde edilen veriler Nvivo 12 programıyla betimsel olarak analiz edilmiştir. Analiz sonuçlarına göre Türk ve Britanyalı turistlerin olumsuz yorum yapmasına sebep olan en büyük etken “hizmet” olarak tespit edilmiştir. Ayrıca otel yöneticileri tarafından olumsuz çevrimiçi yorumlara verilen yanıtlarda en çok "yeniden inşa" stratejisi kullanılmıştır.

Keywords

eWOM, Çevrimiçi yorumlar, Kriz iletişimi, Kriz iletişimi stratejileri

Evaluation of Negative Ewom Messages Within the Scope of Crisis Communication Strategies: A Qualitative Research for 4 and 5-Star Hotel

Abstract

In this study, the source of the negativities experienced by the customers through the negative online comments made by Turkish and British tourists and the crisis communication strategies used by the hotel managers against these comments were determined. In addition, Situational Crisis Communication Strategies have been developed in accordance with the study and presented to the relevant field in a new form. For this, a total of 1128 negative online reviews and business responses of 4 and 5-star hotels that are operating in and around Muğla province were examined on the Tripadvisor website. The data obtained were analyzed descriptively with the Nvivo 12 program. According to the results of the analysis, the most important factor that caused Turkish and British tourists to leave negative comments was identified as “service”. In addition, the "rebuild" strategy was used the most in responses to negative online comments by hotel managers.

Keywords

eWOM, Online comments, Marketing mix, Crisis communication, Crisis communication strategies

References

• Claeys, A.-S.,Cauberghe, V., ve Vyncke, P. (2010). Restoring reputations in times of crisis: An experimental study of the Situational Crisis Communication Theory and the moderating effects of locus of control. Public Relations Review, 36(3), 256–262.
• Coombs, W. T. (1995). Choosing the Right Words. Management Communication Quarterly, 8(4), 447–476.
• Coombs, W. T. (1999a). Information and Compassion in Crisis Responses: A Test of TheirEffects. Journal of Public Relations Research, 11(2), 125–142.
• Coombs, W. T. (2006). The Protective Powers of Crisis Response Strategies. Journal of Promotion Management, 12(3-4), 241–260.
• Coombs, W. T. (2007a). Attribution Theory as a guide for post-crisis communication research. PublicRelationsReview, 33(2), 135–139.
• Coombs, W. T. (2007b). Protecting organization reputations during a crisis: The development and application of situational crisis communication theory. Corporate Reputation Review, 10, 163–176.
• Coombs, W. T. (2010). Parameters for crisis communication. In W. T. Coombs ve S. J. Holladay (Eds.), The handbook of crisis communication (ss.17–53). Malden, MA: Blackwell.
• Coombs, W. T. (2018). Ongoing Crisis Communication: Planning, Managing, and Responding. (5. baskı). 7 Mart 2020.https://us.sagepub.com/sites/default/files/upm-assets/102209_book_item_102209.pdf
• Coombs, W. T. ve Holladay, S. J. (2002). Helping crisis managers protect reputation alassets: Initial tests of the situational crisis communication theory. Management Communication Quarterly, 16(2), 165–186.
• Coombs, W. T. (2015). Ongoing Crisis Communication. Planning, Managing, and Responding. Los Angeles: Sage. 7 Mart 2020. (4. baskı). https://books.google.com.tr/books?hl=tr&lr=&id=CkkXBAAAQBAJ&oi=fnd&pg=PR1&ots=NHCc0klmbf&sig=RXsCI_wIVIPVfwI-zFpS01J__Kc&redir_esc=y#v=onepage&q&f=false
• Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49, 1407–1424.
• Duan, W.,Gu, B., ve Whinston, A. B. (2008). Do online reviews matter? - An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
• Hennig-Thurau, T.,Gwinner, K.P., Walsh, G., ve Gremle, D.D. (2004). Electronic word-of-mouthvia consumer-opinion platforms: What motivates consumers to articulate them selves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
• Ki, E.-J. ve Nekmat, E. (2014). Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies. Computers in Human Behavior, 35, 140–147.
• Kim, S., ve Sung, K. H. (2013). Revisiting the Effectiveness of Base Crisis Response Strategies in Comparison of Reputation Management Crisis Responses. Journal of Public Relations Research, 26(1), 62–78.
• Lee, B. K. (2005). Hong Kong Consumers’ Evaluation in an Airline Crash: A Path Model Analysis. Journal of Public Relations Research, 17(4), 363–391.
• Lee, J., Park, D.-H., ve Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341–352.
• Liao, J. ve Zhong, C. (2010). The Influence Of Electronic Word-Of Mouth On Consumers’ Quadratic Selection: Based On The Positive Research Of Banks in Mainland China. 2010 IEEE International Conference on Industrial Engineering and Engineering Management, Macao, 718-722. doi: 10.1109/IEEM.2010.5674614.
• Luo, X. (2009). Quantifying the Long-Term Impact of Negative Word of Mouth on Cash Flows and Stock Prices. Marketing Science, 28(1), 148–165.
• Ma, L., ve Zhan, M. (Monica). (2016). Effects of attributed responsibility and response strategies on organizational reputation: A meta-analysis of situational crisis communication theory research. Journal of Public Relations Research, 28(2), 102–119.
• Muğla İl ve Kültür Turizm Müdürlüğü (2020). 2019 Yılı Aylara ve Milliyetlerine Göre Muğla Hudut Kapılarından Ülkemize Giriş Yapan Turistlerin Dağılımları.5 Nisan 2020. https://mugla.ktb.gov.tr/Eklenti/68300,aralikpdf.pdf?0
• Mukkamala, R. R.,Sorensen, J. I., Hussain, A., ve Vatrapu, R. (2015). Social Set Analysis of Corporate Social Media Crises on Facebook. 2015 IEEE 19th International Enterprise Distributed Object Computing Conference. doi:10.1109/edoc.2015.25
• Park, H. (2017). Exploring effective crisis response strategies. Public Relations Review, 43(1), 190–192.
• Rafiq, M. ve Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix. Marketing Intelligence & Planning, 13(9), 4–15. doi:10.1108/02634509510097793
• Richins, M. L. (1983). Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study. Journal of Marketing, 47(1), 68–78.
• Roslizawati, A. (2017). Fatal brand crisis: can bolstering strategy rebuild the tarnished reputation? Journal of Technology Management & Business, 4(2), 1-14.
• Stauss, B. (1997). Global Word of Mouth. Marketing Management, 6, 28–30.
• Travers, C. (1998). Handling thestress. Içinde Communicating out of a Crisis (ss. 143–159). London: Macmillan. 21 Ekim 2019. https://link.springer.com/chapter/10.1007/978-1-349-14665-9_13#citeas
• Tripadvisor. (2020). Yüksek Nitelikli Ziyaretçileri İşletmenize Çekin. 5 Nisan 2020. https://www.tripadvisor.com.tr/business/sponsored-placements
• Turk, J. V.,Jin, Y., Stewart, S., Kim, J., ve Hipple, J. R. (2012). Examining the inter play of an organization’sprior reputation, CEO’svisibility, and immediate response to a crisis. Public Relations Review, 38(4), 574–583.
• Weiner, B. (1995). Judgments of responsibility. New York: Guilford. 27 Nisan 2020. https://books.google.com.tr/books?hl=tr&lr=&id=E_50yBklCI4C&oi=fnd&pg=PA1&ots=0KeWUxZJki&sig=kcxGU2SVXIVDSjt1bJ2wEL-OJjM&redir_esc=y#v=onepage&q&f=false
• Wilcox, D. L.,Cameron, G. T. ve Reber, B. H. (2015). Public Relations Strategies and Tactics. England: Pearson Education Limited.
• Willemsen, L., Neijens, P. C., ve Bronner, F. A. (2013). Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness. Advances in Advertising Research, 4, 55–69.
• Yıldırım, A. ve Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
• Zhang, T. (Christina), AboundOmran, B., ve Cobanoglu, C. (2017). Generation Y’s positive and negative eWOM: use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2), 732–761.