Evaluation of Online Customer Complaints for Hotel Businesses in Terms of Expectation Management and Behavioral Intention

Abstract

Businesses that possess an understanding of customer expectations are able to align their products and services accordingly, thereby minimizing customer losses and reducing the occurrence of complaints. The primary objective of this research is to ascertain the pre-stay expectations of customers staying at five-star hotels and analyze customer feedback with respect to behavioral intentions. The content analysis method was employed as the research approach. The study population comprises five-star hotel establishments located in the Kemer and Belek regions of Antalya. Qualitative data analysis software was utilized to analyze the collected data. The analysis revealed that customer expectations can be categorized into nine main dimensions, namely: food, staff, general areas and activities, prices, rooms, front desk, management, customers, and drinks and bars. It was observed that the majority of pre-stay expectations primarily revolve around hotel personnel, and when these expectations are not met, customers tend to express the highest level of dissatisfaction. Furthermore, the analysis determined that food-related issues serve as the focal point for customer complaints, which significantly influence their subsequent behavioral intentions.