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Online Customer Service Reviews in Urban Hotels: A Data Mining Approach
Author(s) -
SánchezFranco Manuel J.,
NavarroGarcía Antonio,
RondánCataluña Francisco J.
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20955
Subject(s) - hospitality , salient , sample (material) , hospitality industry , product (mathematics) , service (business) , marketing , feature (linguistics) , business , tourism , advertising , psychology , computer science , geography , artificial intelligence , mathematics , linguistics , chemistry , philosophy , geometry , archaeology , chromatography
This study proposes a product feature‐oriented approach to the analysis of online guests’ reviews, and it analyzes the relationship between the most salient features and guests’ hotel rating in the online travel agencies environment. In particular, this research means to address the following research question: How can this understanding of these features help us to design desirable urban hotel experiences that guests really assess? This research employs a sample of 829 Spanish urban hotels and 19,318 reviews. These data, by extracting attributes that are mentioned differently by males or females, reveal the moderating role of gender on the influence of the main dimensions of hospitality services on hotel ratings.