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

Authors : Zhaniya TOKTASSYNOVA, Atilla AKBABA

Pages : 242-249

View : 14 | Download : 10

Publication Date : 2018-05-31

Article Type : Research Paper

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