Multisensory experience for enhancing hotel guest experience: Empirical evidence from big data analytics

PurposeThis study aims to investigate the effect of customers’ multisensory service experience on customer satisfaction with cognitive effort and affective evaluations using big data and business intelligence techniques.Design/methodology/approachOnline customer reviews for all New York City hotels...

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Bibliographic Details
Published in:International journal of contemporary hospitality management 2019-11, Vol.31 (11), p.4313-4337
Main Authors: Lee, Minwoo, Lee, Seonjeong (Ally), Koh, Yoon
Format: Article
Language:English
Subjects:
Alliances
Big Data
Brand loyalty
Competitive advantage
Corporate culture
Customer satisfaction
Customer services
Data analysis
Hotels & motels
Innovations
Investigations
Marketing
Senses
Social networks
Technological change
Technology adoption
Tourism
User generated content
Value creation
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Summary:PurposeThis study aims to investigate the effect of customers’ multisensory service experience on customer satisfaction with cognitive effort and affective evaluations using big data and business intelligence techniques.Design/methodology/approachOnline customer reviews for all New York City hotels were collected from Tripadvisor.com and analyzed through business intelligence and big data analytics techniques including data mining, text analytics, sentiment analysis and regression analysis.FindingsThe current study identifies the relationship between affective evaluations (i.e. positive affect and negative affect) and customer satisfaction. Research findings also find the negative effect of reviewer’s cognitive effort on satisfaction rating. More importantly, this study demonstrates the moderating role of multisensory experience as an innovative marketing tool on the relationship between affect/cognitive evaluation and customer satisfaction in the hospitality setting.Originality/valueThis study is the first study to explore the critical role of sensory marketing on hotel guest experience in the context of hotel customer experience and service innovation, based on big data and business intelligence techniques.
ISSN:0959-6119
1757-1049
DOI:10.1108/IJCHM-03-2018-0263