Please use this identifier to cite or link to this item: https://apothesis.eap.gr/handle/repo/39997
Title: Managing hotel reputation via customer reviews in consumer-opinion platforms: The role of visitor’s characteristics
Authors: Makris, Anastasios
metadata.dc.contributor.advisor: Giovanis, Apostolos
Keywords: UGC / περιεχόμενο παραγόμενο από χρήστες;eWOM / ηλεκτρονική από στόμα σε στόμα πληροφορία;customer satisfaction / ικανοποίηση πελάτη;reputation / φήμη;type of customer / τύπος πελάτη;asymmetry / ασυμμετρία;impact / επίδραση;service quality / ποιότητα υπηρεσιών
Issue Date: 8-Sep-2018
Abstract: In an ever-growing online enviroment, where the longevity of successful bussines is mainly based on both the service quality and the positive reputation, user-generated content, featured in online review platforms, is considered of a vital meaning primal source of information. Every purchase of a product or a service is usually followed by a review or a comment depicting the customers’ level of satisfaction. Especially in the lodging sector online reviews are frequently used by visitors in order to evaluate hotel services and to inform prospective customers. Many studies have tried to capture the factors that may influence customer satisfaction in hotels by using online reviews as a source. However, limited efforts have been conducted in order to indicate that those factors may vary across customers of different types. In this context, the present study searches for evidence in user-generated content originating from visitors of 3-star, 4-star and 5-star hotels of Messinia. Data were extracted from Booking.com using netnography along with the qualitative analysis and in depth examination of travellers’ demographics. Four profiles of travellers were used, namely, Family, Couples, Groups and Solo. Positive and negative comments regarding 8 service attributes, were classified in 16 categories (8 for positive and 8 for negative comments). The 16 categories were used as dummy variables in a Penalty-Reward Contrast Analysis. The regression coefficients were calculated and used as input values for Impact-Range Performance Analysis and Impact-Asymmetry Analysis. Evidence indicated a more homogenous behavior of travellers across all profiles towards the 8 service characteristics. Seven service attributes were considered “must-be quality” and only one as a “hybrid”. Moreover, four service attributes were perceived slightly different across travellers profiles. This paper concludes by highlighting the user-generated content as a usefull and valid source of information that can support scientific theories as well as motivate managerial decisions.
Supervisor: Attribution-NoDerivatives 4.0 Διεθνές
Appears in Collections:MBA Διπλωματικές Εργασίες

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