Staff View: Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels

Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels

Travelers can enjoy a wide range of choices with the assistance of online review websites such as TripAdvisor. Online reviews provided by customers are an important portion of hotels' online business worldwide as they have value in terms of understanding customers' observations of hotels&#...

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Main Authors:	Ahani, Ali, Nilashi, Mehrbakhsh, Yadegaridehkordi, Elaheh, Sanzogni, Louis, Tarik, A. Rashid, Knox, Kathy, Samad, Sarminah, Ibrahim, Othman
Format:	Article
Published:	Elsevier 2019
Subjects:	HF Commerce QA75 Electronic computers. Computer science
Online Access:	http://eprints.um.edu.my/24316/ https://doi.org/10.1016/j.jretconser.2019.06.014
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id	my.um.eprints.24316
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spelling	my.um.eprints.243162020-05-19T00:23:01Z http://eprints.um.edu.my/24316/ Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels Ahani, Ali Nilashi, Mehrbakhsh Yadegaridehkordi, Elaheh Sanzogni, Louis Tarik, A. Rashid Knox, Kathy Samad, Sarminah Ibrahim, Othman HF Commerce QA75 Electronic computers. Computer science Travelers can enjoy a wide range of choices with the assistance of online review websites such as TripAdvisor. Online reviews provided by customers are an important portion of hotels' online business worldwide as they have value in terms of understanding customers' observations of hotels' product and service features. Hotel managers seek to understand travelers' satisfaction and hotel preferences through online reviews to improve their marketing strategy and decision making. This research uses the travelers' generated content in online hotel reviews to provide reasonable and benchmarking understandings about customers' satisfaction and preferences. Hence, the aim of this study is identifying the important factors for hotel selection based on previous travelers' reviews on TripAdvisor. Accordingly, we develop a new method for the use of Multi-Criteria Decision-Making (MCDM) and soft computing approaches. Concentrating on the case study of the Canary Islands hotels, we show how this method can be applied to determine the satisfaction and preferences among travelers that impact their decision in hotel choices. The results help to identify four customer segments for Canary Islands hotels. These segments are “Highly Satisfied Travelers”, “Satisfied Travelers”, “Moderately Satisfied Travelers”, and “Unsatisfied Travelers”, showing that different travelers have various degrees of satisfaction with dissimilar preferences. We found that travelers' preference and satisfaction segmentation is a crucial stage in travelers' behavior analysis to improve the quality of hotels' products and services. This form of analysis can enhance hotel managers' understanding of different market segments according to customers’ satisfaction level and their preferences. The findings of this study will help managers to set priority instructions for improving the corresponding hotel features and use online customer reviews to improve customer satisfaction and hotel performance. © 2019 Elsevier Ltd Elsevier 2019 Article PeerReviewed Ahani, Ali and Nilashi, Mehrbakhsh and Yadegaridehkordi, Elaheh and Sanzogni, Louis and Tarik, A. Rashid and Knox, Kathy and Samad, Sarminah and Ibrahim, Othman (2019) Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels. Journal of Retailing and Consumer Services, 51. pp. 331-343. ISSN 0969-6989 https://doi.org/10.1016/j.jretconser.2019.06.014 doi:10.1016/j.jretconser.2019.06.014
institution	Universiti Malaya
building	UM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaya
content_source	UM Research Repository
url_provider	http://eprints.um.edu.my/
topic	HF Commerce QA75 Electronic computers. Computer science
spellingShingle	HF Commerce QA75 Electronic computers. Computer science Ahani, Ali Nilashi, Mehrbakhsh Yadegaridehkordi, Elaheh Sanzogni, Louis Tarik, A. Rashid Knox, Kathy Samad, Sarminah Ibrahim, Othman Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels
description	Travelers can enjoy a wide range of choices with the assistance of online review websites such as TripAdvisor. Online reviews provided by customers are an important portion of hotels' online business worldwide as they have value in terms of understanding customers' observations of hotels' product and service features. Hotel managers seek to understand travelers' satisfaction and hotel preferences through online reviews to improve their marketing strategy and decision making. This research uses the travelers' generated content in online hotel reviews to provide reasonable and benchmarking understandings about customers' satisfaction and preferences. Hence, the aim of this study is identifying the important factors for hotel selection based on previous travelers' reviews on TripAdvisor. Accordingly, we develop a new method for the use of Multi-Criteria Decision-Making (MCDM) and soft computing approaches. Concentrating on the case study of the Canary Islands hotels, we show how this method can be applied to determine the satisfaction and preferences among travelers that impact their decision in hotel choices. The results help to identify four customer segments for Canary Islands hotels. These segments are “Highly Satisfied Travelers”, “Satisfied Travelers”, “Moderately Satisfied Travelers”, and “Unsatisfied Travelers”, showing that different travelers have various degrees of satisfaction with dissimilar preferences. We found that travelers' preference and satisfaction segmentation is a crucial stage in travelers' behavior analysis to improve the quality of hotels' products and services. This form of analysis can enhance hotel managers' understanding of different market segments according to customers’ satisfaction level and their preferences. The findings of this study will help managers to set priority instructions for improving the corresponding hotel features and use online customer reviews to improve customer satisfaction and hotel performance. © 2019 Elsevier Ltd
format	Article
author	Ahani, Ali Nilashi, Mehrbakhsh Yadegaridehkordi, Elaheh Sanzogni, Louis Tarik, A. Rashid Knox, Kathy Samad, Sarminah Ibrahim, Othman
author_facet	Ahani, Ali Nilashi, Mehrbakhsh Yadegaridehkordi, Elaheh Sanzogni, Louis Tarik, A. Rashid Knox, Kathy Samad, Sarminah Ibrahim, Othman
author_sort	Ahani, Ali
title	Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels
title_short	Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels
title_full	Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels
title_fullStr	Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels
title_full_unstemmed	Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels
title_sort	revealing customers’ satisfaction and preferences through online review analysis: the case of canary islands hotels
publisher	Elsevier
publishDate	2019
url	http://eprints.um.edu.my/24316/ https://doi.org/10.1016/j.jretconser.2019.06.014
_version_	1669007990513991680
score	13.211869

Revealing customers’ satisfaction and preferences through online review analysis: The case of Canary Islands hotels

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