Title: Insights into customer online reviews of service quality in hotels: evidence from Vietnam

Authors: Ha Thu Nguyen; Anh Thi Tu Le; Hoang Nguyen; Phong Thai Le

Addresses: University of Economics and Business, Vietnam National University, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam ' Thuongmai University, 79 Ho Tung Mau, Cau Giay, Hanoi, Vietnam ' Thuongmai University, 79 Ho Tung Mau, Cau Giay, Hanoi, Vietnam ' Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam

Abstract: This study used online reviews on a well-known website that allows guests to generate reviews immediately after use of service, to provide a different and more realistic picture of hotel customer satisfaction in the hospitality industry. By combining quantitative and qualitative data, this huge data source was exploited to obtain significant amounts of valuable information for service quality improvement. Customer reviews of 106 hotels from 3-star to 5-star in Khanh Hoa, Vietnam provided additional evidence of the contribution of diverse service quality dimensions to customer overall ratings. Particularly, the main findings also pointed out the variability of customer overall rating and their evaluations of service quality depending on hotel segments and customer's purpose of stay. From these results, hotel managers could draw meaningful implications of customising service quality aspects to satisfying customers and enhancing customer online scorings. Moreover, we emphasised the insights that online customer feedback brought to both researchers and practitioners.

Keywords: customer online reviews; customer ratings; tourism service quality; hotel industry; tourism service; customer satisfaction; sustainable tourism development.

DOI: 10.1504/IJPQM.2022.124710

International Journal of Productivity and Quality Management, 2022 Vol.36 No.2, pp.265 - 292

Received: 22 Dec 2020
Accepted: 13 Jan 2021
Published online: 08 Aug 2022 *

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