Comprehending customer satisfaction with hotels: Data analysis of consumer-generated reviews

• Published in: International journal of contemporary hospitality management 2020-04, Vol.32 (5), p.1713-1735
• Main Authors: Li, Hongxiu, Liu, Yong, Tan, Chee-Wee, Hu, Feng
• Format: Article
• Language: English
• Subjects: Consumer behavior; Customer satisfaction; Customer services; Data analysis; Hospitality industry; Hotels & motels; Ratings & rankings; Theory
• ISSN: 0959-6119; 1757-1049
• DOI: 10.1108/IJCHM-06-2019-0581

PurposeBuilding on the three-factor theory, this study aims to unravel how the role of hotel attributes such as basic, excitement and performance factors could differ in accordance with different hotel star ratings and distinct customer segments.Design/methodology/approachThis study explores the asymmetric effects of hotel attributes on customer satisfaction by extracting 412,784 consumer-generated reviews from TripAdvisor across different cities in China.FindingsBy taking into account the origins of customers and hotel star ratings, the study uncovers that guests’ expectations of hotel performance differ with respect to their origins (domestic and international guests) and the star ratings of the hotels being reviewed, thereby moderating the asymmetric impact of hotel attributes on customer satisfaction.Research limitations/implicationsThe study compares and contrasts the determinants of customer satisfaction for domestic and international guests in the context of Chinese hotels. Care should still be exercised when generalizing the insights gleaned from this study to other contexts.Practical implicationsThe findings from this study translate into actionable guidelines for hotel operators to make informed decisions regarding service improvement.Originality/valueThe study extends previous work by offering a deeper understanding of the asymmetric impact of hotel attributes on customer satisfaction. Specifically, this study provides a deep understanding of the different hotel attributes such as basic, performance and excitement factors in explaining customer satisfaction among different hotel customer segments. Findings from this study can not only inform hotel operators on the significance of various hotel attributes in determining customer satisfaction but also guide the formulation of business strategies to retain customers by inducing delight and not frustration.