Olgun Kitapci

The paths from service quality dimensions to customer loyalty: An application on supermarket customers

Purpose - The aim of this study is to determine the paths between the five SERVQUAL dimensions, customer satisfaction and customer loyalty. Design/methodology/approach - The paper is based on a sample of 505 supermarket customers in Turkey who have completed a self-administered questionnaire. The paper uses means, such as standard deviation and multiple regression analysis, to analyze and propose the conceptual model on supermarket management. Findings - The paper concludes that empathy, tangibility, responsiveness, and assurance are factors that are positively related to customer satisfaction, which in turn is positively related to customer loyalty. Originality/value - The paper provides certain suggestions to supermarket managers regarding the terms of service quality dimensions, satisfaction, and loyalty.

E-complaint tracking and online problem-solving strategies in hospitality management: Plumbing the depths of reviews and responses on TripAdvisor

Purpose This research aims to scrutinize the negative reviews regarding the 5-star chain hotels and the e-responses on TripAdvisor, to categorize the complaints declared in the review texts, to provide better understanding of the online problem-solving methods of hotels and their corporate approach to e-complaints and to reveal the post-vacation electronic word-of-mouth (e-WOM) behaviours of the complaining tourists. Design/methodology/approach Within the scope of this research, 404 negative reviews and 364 e-responses are subject to an extensive content analysis. A total of 1,655 tourist e-complaints which were mentioned in the negative online reviews are categorized according to their subject matters and grouped under main themes. The e-responses of hotels and statements of e-complaining tourists regarding post-vacation experience are analysed in detail based on a qualitative research approach. Findings As a result of the research, 82 sub-themes within 11 complaint categories are determined, and it is found out that the e-complaints mainly focus on “food and beverage services”, “room comfort” and “hotel staff”. The hotel management mainly implemented problem-solving strategies such as “request for future patronage, a recovery plan as a result of the detailed analysis of the problem and warning to the relevant department performing poor service” as well as giving unsatisfactory “cliche responses”. Dissatisfied tourists performed negative e-WOM behaviours by using abusing expressions in review text, recommending different hotel alternatives, failing to recommend the hotel and expressing that they would not return. Originality/value Combing through negative e-reviews which include wide range of complaints of disappointed tourists and the statements which reveal post-vacation tendencies and feelings, the e-responses of hotels that are providing insight regarding the corporate approach to negative feedbacks and formation of post-vacation relations between the hotel and customers, the paper adopts a qualitative and utilitarian approach. The originality of the paper stems from its elaborative context analysis and balanced comparison of three 5-star luxury chain resort hotels located on the shores of the Mediterranean with almost similar quality standards and guest relations/public relations (GR/PR) departments that represent corporate identity. To this respect, the research is thought to be original in quality and can fill out the gap in the tourism literature. Presenting conceptual framework and practical information, the paper is predicted to guide the future studies, tourism marketers, travel consultants, PR/GR staff and managers employed in hospitality businesses.

The impact of cultural dimensions on customer complaint behaviours: an exploratory study in Antalya/Manavgat tourism region

Purpose The study was carried out to better understand the behaviour of tourists from different cultures and backgrounds, and to provide strategic solutions for tourism managers. The purpose of this study was to determine the relationships between the cultural dimensions of Hofstede and customer complaint behaviours. Design/methodology/approach Exploratory factor analyses were carried out separately for national culture and complaint behaviour scales and the factor structuring was then tested using a confirmatory factor analysis. Structural equation modelling (SEM) was used to test theoretical correlations and a conceptual model was created to put forward the correlations between national cultural dimensions and complaint behaviours, as well as to examine the impact of variation in one dimension on the other. Findings Significant correlations were observed between power distance and both public action and no action behaviours, uncertainty avoidance and public action and private action, as well as individualism/collectivism and public action. Research limitations/implications The sample population of the study included foreign tourists visiting Manavgat district in 2015. Manavgat as a destination is preferred by foreign tourists, rather than domestic tourists. In addition, many accommodations in the region only host guests from particular nationalities. For this reason, domestic tourists were not included in the survey. A limitation of the research is the fact that it focused only on hotel management. Extending the scope of the study in future research—the study could be carried out for a wider area and include other sectors—would increase the effectiveness of the study. Practical implications The results shed light on the fact that customers perform different complaint behaviours depending on variation in national cultural dimensions. In this context, the findings contribute to the hotel management literature and to the development of management strategies such as staff training, effective complaint solution methods, increasing customer complaints, using indirect resources effectively and decreasing the cost of solutions. The research also aims to create awareness in hotel managers by highlighting the importance of this issue. Originality/value In many of the studies where customer complaint behaviour and culture are analysed together, culture is regarded primarily as a geographical region, or as ethnical origin. Using Hofstede’s national cultural dimension scale, and taking into consideration all the national cultural dimensions, adds originality to this research. This study is one of the first to explore the impact of cultural dimensions on customer complaint behaviours in Turkey. This is also one of the first studies on complaint behaviour in the hotel industry.