What consumer complaints should hoteliers prioritize? Analysis of online reviews under different market segments

IF 11.9 1区管理学 Q1 BUSINESS

Journal of Hospitality Marketing & Management Pub Date : 2022-09-12 DOI:10.1080/19368623.2022.2119187

Jie Wu, Narisa Zhao

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引用次数: 11

Abstract

ABSTRACT Due to rising competition and resource constraints, hoteliers need to understand which consumer complaints are more important and severe to prioritize, an issue receiving less attention in existing online review-based complaint studies. This study introduced sentiment analysis to assess the extent of complaints; the complaint topic importance was also considered; by modeling these two indicators, Complaint IPA was constructed to determine complaint severity, and thus assist with prioritization issues. The framework was applied to 99,560 online reviews to demonstrate its effectiveness. Further, we analyzed the complaint characteristics in different market segments, including hotel types and consumer types (business vs. leisure). Results show that business consumers have a higher complaint index; compared to midscale and luxury hotels, economy hotels’ consumers have more severe complaints about the Service and Room. This study extends consumer complaint research by proposing a method of complaint severity assessment and revealing complaint characteristics of different market segments.

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酒店经营者应该优先考虑哪些消费者投诉?不同细分市场下的在线评论分析

由于日益激烈的竞争和资源限制，酒店经营者需要了解哪些消费者投诉更重要、更严重，从而优先处理，而在现有的基于在线评论的投诉研究中，这一问题很少受到关注。本研究引入情绪分析来评估投诉程度;还考虑了投诉主题的重要性;通过对这两个指标进行建模，构建投诉IPA来确定投诉的严重程度，从而帮助确定优先级问题。该框架被应用于99,560条在线评论，以证明其有效性。进一步，我们分析了不同细分市场的投诉特征，包括酒店类型和消费者类型(商务与休闲)。结果表明:企业消费者的投诉指数较高;与中高档酒店相比，经济型酒店的消费者对服务和客房的投诉更为严重。本研究通过提出投诉严重性评估方法，揭示不同细分市场的投诉特征，拓展消费者投诉研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.