CONTENT ANALYSIS OF ON-LINE BOOKING PLATFORM REVIEWS OVER A RESTAURANT: A CASE OF PIZZA LOCALE IN IZMIR

Year 2018, Volume: 5 Issue: 5, 242 - 249, 31.05.2018

Zhaniya Toktassynova , Atilla Akbaba

Abstract

The development of reservation websites such as tripadvisor.com has significantly affected the ways in which companies interact with their business and target groups. Companies from various sectors use such media to communicate with customers, who share their complaints, satisfactions and are asked about their experiences and opinions about products before deciding to buy. One of the widely used sectors of on-line booking platforms is the gastronomy sector.In this study, Locale Pizza Restaurant was chosen to examine the electronic reviews of consumers by qualitative analysis. The research has investigated over 141 customers and analyzed their gender, rating scale and the objects of their complaints. Empirical results showed that most of the customer satisfaction at the restaurant is positive. The content analysis revealed main positive comments about the restaurant such as the tastiness of food and rich variety of menu, and also described negative sides of restaurant as “having a small area” and “crowded” through the overview of online customer reviews.

Keywords

social media, online review platform, tourism, restaurant, customer relationship

References

• Andaleeb, Syed Saad, and Carolyn Conway. 2006. Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing 20 (1): 3-11.
• Aymankuy, Y., Soydaş, M. E. & Saçlı, Ç. (2013). The effect of social media utilization on holiday decisions of tourists: A study on academic staff. International Journal of Human Sciences, 10(1), 376-397.
• Gegez, A. E. (2005). Pazarlama araştırmaları. İstanbul: Beta Yayınları.
• Gupta, Sachin, Edward McLaughlin, and Miguel Gomez. 2007. Guest satisfaction and restaurant performance. Cornell Hotel and Restaurant Administration Quarterly 48 (3): 284-98.
• Jakia Kivela, Robert Inbakaran, John Reece, (2000) "Consumer research in the restaurant environment. Part 3: analysis, findings and conclusions", International Journal of Contemporary Hospitality Management, Vol. 12 Issue: 1, pp.13-30
• Krippendorff, K.. (1980). Content analysis. An Introduction to its Methodology. Beverly Hills: Sage.
• Litvin, S. W., Goldsmith, R. E. & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.
• Mayfield, A. (2007). What is Social Media? http://www.icrossing.co.uk/fileadmin/uploads/ eBooks/What_is_Social_Media_iCrossig_ebook.pdf (Erişim: 08/09/2017).
• Miguéns, J., Baggio, R., & Costa, C. (2008). Social media and tourism destinations: TripAdvisor case study. Advances in Tourism Research, (Aveiro).
• Özbay, G. &. Sarıışık, M. (2013). Elektronik ağızdan ağıza iletişim kanalı olarak sanal tüketici yorumları. The Proceedings of the International Conference on Eurasian Ekonomies (pp. 2-10).
• Ryu, K.. Han, H. & Kim, T. H. (2008). The relationships among overall quick- casual restaurant image, perceived value, customer satisfaction and behavioral intentions. International Journal of Hospitality Management, 27, 459-469.
• Sarıışık, M. & Özbay, G. (2012). Elektronik ağızdan ağıza iletişim ve turizm endüstrisindeki uygulamalara ilişkin bir yazın incelemesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 8(16), 1-22
• TripAdvisor. (2013). Fact Sheet [Online]. Available: http://www.tripadvisor.com/PressCenter-c4 Fact_Sheet.html
• Xiang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
• Yoo, K.H. & Purifoy, M. (2007). Online travel review study: The role and impact of online travel reviews. College Station, TX: Laboratory for Intelligence Systems in Tourism.
• Young, Namkung, and SooCheong Jang. 2008. Are highly satisfied restaurant customers really different? A quality perception perspective. International Journal of Contemporary Hospitality management 20 (2): 142-55