YILMAZ, Özgür Devrim Dokuz Eylül Üniversitesi - İşletme Fakültesi - Turizm İşletmeciliği Bölümü, Turkey

THE EVALUATION OF CONSUMER COMPLAINTS AS AN ORGANIZATIONAL LEARNING TOOL: A RESEARCH ON COMPLAINTS TOWARDS LODGING ENTERPRISES AND TOUR OPERATORS

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The main aim of this study is to point out the importance of consumer complaints and the evalution of these complaints in the organizational learning processes of lodging enterprises and tour operators which are among the most essential parts of the tourism industry. In the study - from November 2012 to November 2013 – 6458 electronic complaints and the attitudes of the enterprises towards these complaints are examined. Furthermore, identifying the areas of complaints according to their intensity is also indicated in the study. This information is important for the enterprises to understand in which areas they provide deficient and unsatisfactory services. The results indicate that lodging enterprises and tour operators could not still reach to the desired level in the effective complaint management process and most of them till now ignore the importance of complaints as an information source. However, consumer complaints help enterprises to identify service failures or wrong operating policies and applications and give them the opportunity of taking a lesson from their failures. Moreover consumer complaints can also contribute to the organizational learning processes of the enterprises.

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Consumer Complaints , Complaint Management , Organizational Learning , Lodging Enterprises , Tour Operators , Tourism Sector.

Journal Of Economics and Administrative Sciences, Ataturk University

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