E-WOM’a Dayalı Çok Kriterli Karar Verme Teknikleri İle En Uygun Otelin Belirlenmesi ve Bir Uygulama
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Dosyalar
Tarih
2015
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Geçmiş yıllarda tüketiciler belirli bir ürünü satın alma kararı vermeden önce o ürün hakkında deneyimi olan insanların görüşlerine başvururlardı. Ağızdan ağıza pazarlama olarak adlandırılan bu durum, işletmelerin ürünlerini pazarlamada göz ardı etmemeleri gereken bir pazarlama stratejisiydi. Bilgisayar teknolojilerinin sanal ortamda sınırsız bilgi ve yorumların paylaşılabildiği olanakları insanlara sunması ile birlikte internet ağızdan ağıza pazarlama aracı haline gelmiştir. İnternet, tüketiciler için satın alma kararı öncesi başvurdukları en önemli kaynaklardan birisi olmuştur. Sanal ortam, önceleri işletmelerin geniş kitlelere ürün ve hizmetlerini kolay ve ucuz şekilde tanıtma ve pazarlama olanağı sağlarken, ilerleyen süreçte tüketim gerçekleştirenlerin deneyimlerini diğer kullanıcılarla paylaşma ve yorum yapma fırsatı sunmuştur. Satın alma kararı vermeye hazırlanan tüketiciler için bir bölge, işletme veya ürün hakkında yapılan olumlu/olumsuz yorumlar tercihlerinde etkili olmaya başlamıştır. Müşterilere yaşatılan mutlu tecrübelerin en önemli pazarlama kanalına dönüştüğü turizm sektöründe bloglar ve turizm siteleri müşterilere kendi aralarında deneyimleriyle ilgili paylaşımda bulunma imkânı sağlamaktadır. Etkileşim yaratan bu kaynaklar kullanıcı yorumları ve puanlamalarıyla gelişmekte ve gitgide hem müşteriler hem de turizm işletmeleri için önemi artmaktadır. Müşteriler için ücretsiz başvurabilecekleri bir pazar araştırması sunan bu platformlar, hizmet verenler için ise yapmaları gereken iyileştirmeler için bir geri bildirim kaynağı oluşturmaktadır. Diğer taraftan düşük bütçeli bir pazarlama kanalına dönüşmektedir. Turizm tüketimini bir deneyim olarak değerlendiren ve hangi deneyimi yaşayacağına karar verirken yaşanmış tecrübelerden yola çıkan tüketiciler, turizm sektörüne hizmet eden online interaktif kaynakları giderek daha fazla kullanmaktadır. Müşterilere kendi aralarında diyalog kurma, bilgi sağlama imkanı sunan bu platformlar, hizmet verenler için ise yapmaları gereken iyileştirmeler için bir geri bildirim sağlamaktadır. Bu çalışma internet sitelerinde yer alan elektronik müşteri yargılarından yararlanarak en uygun otelin belirlenmesine yöneliktir. TripAdvisor internet sitesinden ve uzman değerlendirmelerinden elde edilen veriler Analitik Hiyerarşi Proses (AHP) temelli TOPSIS yöntemiyle değerlendirilerek Konya ilinde müşterilerin isteklerine yeterince cevap verebilen ve otel müşterilerine en yüksek memnuniyeti sağlayabilen otel (en uygun otel) belirlenmiştir. Çalışma sonuçlarına göre Konya ilinde C kodlu otel en uygun otel, Fiyat/Fayda kriteri önem derecesi en yüksek müşteri memnuniyeti kriteri olarak tespit edilmiştir.
In the past years, consumers would refer to the opinions of people who had an experience about a product before they decided to purchase that product. This case, called Word of mouth marketing, was a marketing strategy which managements should not ignore while they were marketing their products. Along with the computer technologies providing people the opportunities of sharing unlimited information and comments in virtual environment, internet has been word of mouth marketing media. The internet has been one of the most important sources which consumers consult before purchasing decision. While virtual environment was enabling managements to promote and market their products and services to the large masses in an easy and cheap way previously, it gave a chance of commenting and sharing the experiences of consumers with other users during the ongoing process. Positive/negative comments about a destination, business or product have begun to be effective in preferences of consumers who get ready for making decision to purchase The sector, in which happy experiences kept alive to the customers, turns into the most important marketing channel. Blogs and tourism sites give the customers the opportunity of dialoguing among them and providing information. These sources which create interaction improve with the user reviews and scorings. The importance of it is increasing more and more for both tourism businesses and customers. These platforms present a marketing research which is free for customers. Also for the service providers, these platforms create resource of feedback for the improvements they need to do. On the other hand, it turns into a low budget marketing channel for small size facilities. Consumers, evaluating tourism consumption as an experience and starting from past experiences when they decide which experience to live, increasingly use online interactive resources which serves to the tourism sector. These platforms provide the customers the opportunity of dialoguing among them and providing information while they provide feedback for the improvements for the service providers to they need to do. This research is aimed at determining the most suitable hotel taking advantage of the electronic consumer reviews in websites. The data is obtained from TripAdvisor website and expert reviews. This data is evaluated with the TOPSIS method which is based on Analytical Hierarch Process (AHP). Then, the hotel which can adequately respond to customer’s requests and provide the highest satisfaction to the hotel customers (the most suitable hotel) is determined in Konya province. According to the study results, the hotel encoded as C is the most suitable hotel and Price/Profit criterion has the highest importance of customer satisfaction criteria in Konya province.
In the past years, consumers would refer to the opinions of people who had an experience about a product before they decided to purchase that product. This case, called Word of mouth marketing, was a marketing strategy which managements should not ignore while they were marketing their products. Along with the computer technologies providing people the opportunities of sharing unlimited information and comments in virtual environment, internet has been word of mouth marketing media. The internet has been one of the most important sources which consumers consult before purchasing decision. While virtual environment was enabling managements to promote and market their products and services to the large masses in an easy and cheap way previously, it gave a chance of commenting and sharing the experiences of consumers with other users during the ongoing process. Positive/negative comments about a destination, business or product have begun to be effective in preferences of consumers who get ready for making decision to purchase The sector, in which happy experiences kept alive to the customers, turns into the most important marketing channel. Blogs and tourism sites give the customers the opportunity of dialoguing among them and providing information. These sources which create interaction improve with the user reviews and scorings. The importance of it is increasing more and more for both tourism businesses and customers. These platforms present a marketing research which is free for customers. Also for the service providers, these platforms create resource of feedback for the improvements they need to do. On the other hand, it turns into a low budget marketing channel for small size facilities. Consumers, evaluating tourism consumption as an experience and starting from past experiences when they decide which experience to live, increasingly use online interactive resources which serves to the tourism sector. These platforms provide the customers the opportunity of dialoguing among them and providing information while they provide feedback for the improvements for the service providers to they need to do. This research is aimed at determining the most suitable hotel taking advantage of the electronic consumer reviews in websites. The data is obtained from TripAdvisor website and expert reviews. This data is evaluated with the TOPSIS method which is based on Analytical Hierarch Process (AHP). Then, the hotel which can adequately respond to customer’s requests and provide the highest satisfaction to the hotel customers (the most suitable hotel) is determined in Konya province. According to the study results, the hotel encoded as C is the most suitable hotel and Price/Profit criterion has the highest importance of customer satisfaction criteria in Konya province.
Açıklama
Anahtar Kelimeler
Çok Kriterli Karar Verme, Analitik Hiyerarşi Proses, TOPSIS, e-WOM, Multi-Criteria Decision Making, Analytic Hierarchy Process
Kaynak
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
33
Künye
Göral, R., (2015). E-WOM’a Dayalı Çok Kriterli Karar Verme Teknikleri İle En Uygun Otelin Belirlenmesi ve Bir Uygulama. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 33, 1-17.
