Analysis of online complaints against hotel businesses: Ankara case

Customer complaints are very important for businesses to evaluate and improve their products and services. Customers give businesses the opportunity to correct products or services by reporting errors or deficiencies they see in products and services. Examining customer complaints is an important issue in hotel businesses, which are one of the important parts of the service sector. Complaints and their resolution, which are the most important elements of customer satisfaction and loyalty, should be constantly monitored by hotel businesses. In this research, online customer complaints about hotel businesses operating in Ankara were examined. 357 complaints (some complaint messages contain more than one complaint) on the five websites with the most complaints were examined by content analysis method. As a result of the content analysis, 1390 complaint comments were analyzed under 8 themes and 48 sub-themes. According to the research results, it was determined that the most online complaints against hotel businesses were 5-star hotels, with 34% (472 complaints). This was followed by 4-star hotels with 454 complaints (32.5%), 3-star hotels with 412 complaints (29.5%), 2-star hotels with 49 online complaints (3.5%) and 3 online complaints (0.5%). followed by 1 star hotels. In addition, it has been determined that female customers complain more than male customers, and domestic tourists make more complaints than foreign tourists in hotel businesses. Keywords: Ankara, Content Analysis, Hotel Management, Online Complaint, Tourism