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Journals / Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 28 Sayı: Özel Sayı Özel Sayı

Evaluating Complaint-Based Service-Failure Profiles in Guided Package Tours by Integrating Guided LDA, MEREC, and MARCOS Methods

Rehberli Paket Turlarda Şikâyet Temelli Hizmet Başarısızlığı Profillerinin Guided LDA, MEREC ve MARCOS Yöntemlerinin Bütünleştirilmesiyle Değerlendirilmesi

Akın Özkan(Muş Alparslan Üniversitesi)0000-0003-2862-2496
Pages
442–457
Publication Date
2026-10-21
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that issues related to the extra tour pressure and pricing are the strongest differentiating criterion across tour types.

📌 3 Key Takeaways

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Objective & Hypothesis:This study proposes an integrated decision-making framework based on complaint data to evaluate the service failure profiles of guided package tour types.
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Key Findings & Data:From 3,076 complaints obtained from a publicly available online customer complaint platform the dimensions of recurring service failure were identified using the Guided Latent Dirichlet Allocation (Guided LDA) method and transformed into decision criteria within the scope of multi-criteria decision-making analysis.
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Conclusion & Impact:The findings reveal that issues related to the extra tour pressure and pricing are the strongest differentiating criterion across tour types.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Çok Kriterli Karar Verme (ÇKKV) · Guided LDA · Müşteri şikâyet yönetimi

Abstract

This study proposes an integrated decision-making framework based on complaint data to evaluate the service failure profiles of guided package tour types. From 3,076 complaints obtained from a publicly available online customer complaint platform the dimensions of recurring service failure were identified using the Guided Latent Dirichlet Allocation (Guided LDA) method and transformed into decision criteria within the scope of multi-criteria decision-making analysis. The Method based on the Removal Effects of Criteria (MEREC) was used to calculate the objective criterion weights, while eight package tour types, treated as alternatives, were ranked according to their complaint-based profiles using the Measurement of Alternatives and Ranking according to Compromise Solution (MARCOS) method. Additionally, in the Guided LDA-supported analysis, topic probabilities were included in the decision matrix, and service failures in complaint narratives were evaluated together in terms of both their frequency of occurrence and thematic strength. The findings reveal that issues related to the extra tour pressure and pricing are the strongest differentiating criterion across tour types. This is followed by shortcomings in safety/health-related support and guiding services. As for the additional analysis, which also included thematic strength, it resulted in limited changes in the ranking of tour types.

Özet

Bu çalışma, rehberli paket tur türlerinin hizmet başarısızlığı profillerini değerlendirmek amacıyla şikâyet verilerine dayalı bütünleşik bir karar verme çerçevesi önermektedir. Herkese açık bir çevrimiçi müşteri şikâyet platformundan elde edilen 3.076 şikâyetten, tekrarlayan hizmet başarısızlığı boyutları Güdümlü Gizli Dirichlet Tahsisi (Guided LDA) yöntemi kullanılarak belirlenmiş ve çok kriterli karar verme analizi kapsamında karar kriterlerine dönüştürülmüştür. Objektif kriter ağırlıklarını hesaplamak için Kriterlerin Kaldırılma Etkilerine Dayalı Yöntem (MEREC) kullanılmış, sekiz paket tur türü ise alternatif olarak ele alınarak şikâyet temelli profillerine göre Uzlaşık Çözüme Göre Alternatiflerin Ölçülmesi ve Sıralanması (MARCOS) yöntemiyle sıralanmıştır. Ayrıca, Guided LDA destekli analizde konu olasılıkları karar matrisine dahil edilmiş; şikâyet metinlerindeki hizmet başarısızlıkları hem görülme sıklığı hem de tematik güç açısından birlikte değerlendirilmiştir. Bulgular, ekstra tur baskısı ve fiyatlandırmaya ilişkin sorunların tur türleri arasında en güçlü ayırt edici kriter olduğunu ortaya koymaktadır. Bunu, güvenlik/sağlıkla ilgili destekteki ve rehberlik hizmetlerindeki eksiklikler izlemektedir. Tematik gücü de içeren ek analiz ise tur türlerinin sıralamasında sınırlı değişikliklere yol açmıştır.

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Cite This Article

Özkan, A. (2026). Evaluating Complaint-Based Service-Failure Profiles in Guided Package Tours by Integrating Guided LDA, MEREC, and MARCOS Methods. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 28 Sayı: Özel Sayı Özel Sayı, 442–457. https://doi.org/10.33707/akuiibfd.1971828

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