A Netnographic Analysis of Guest Experiences in Tekirdağ Restaurants Based on Tripadvisor Reviews

Abstract

Purpose – The research explores guest experiences at restaurants in Tekirdağ, aiming to uncover key factors influencing these experiences and offering recommendations for restaurant businesses to boost customer satisfaction. The study emphasizes crucial elements like service quality, the physical environment, price-performance ratio, and emotional connections. Design/methodology/approach – The analysis involved a thorough review of 1,461 customer comments from the ten highest-rated restaurants in Tekirdağ, as listed on Tripadvisor. Using Strauss and Corbin's (1990) qualitative data analysis method, the data underwent open, axial, and selective coding to pinpoint central themes shaping customer experiences. Findings – The analysis categorized guest experiences into five primary themes: overall experience, service quality and variety, physical environment and location, pricing and satisfaction, and emotional expressions. Positive feedback centered around friendly staff and delicious food, while negative points highlighted pricing concerns and limited dessert options. Cleanliness and aesthetic decor enhanced satisfaction, while noise levels and parking challenges emerged as detractors. Discussion – The study highlights the need for improvements in service quality, physical settings, and pricing strategies to elevate customer satisfaction. Building emotional connections with customers enhances the overall dining experience's memorability. These insights offer practical guidance for local restaurants to create customer-focused strategies and refine their service processes. The research provides a distinctive contribution to the literature by specifically examining customer experiences in Tekirdağ restaurants.