Customer reviews on Trip Advisor and customer satisfaction : the perspective of five star hotels

Abstract

Purpose - The purpose of this research is to examine the perceptions of the consumer in comparison to the perception of five star hotels in relation to customer satisfaction being influenced by user generated content, in particular Trip Advisor. Design/Methodology/Approach - Existing literature is looked into in relation with the consumer travel planning process, customer satisfaction and user generated content. The analysis conducted was based on 2,452 Trip Advisor reviews analysed to obtain the consumer point of view, and eight interviews with guest relations/marketing managers in five star hotels. Findings - The findings of this study show that consumer and hotel perceptions on customer satisfaction differ in certain areas, however high importance is being given to Trip Advisor both by the consumers and five star hotels to make decisions and obtain feedback. Research Limitations/Implications - Limitations stemmed from the volume of reviews which needed to be analysed and the effect this had on time constraints. In addition to the difficulty in making appointments for interviews due to busy schedules on behalf of the participants. Practical implications - As the research has shown, consumers are utilising the internet more than ever to plan trips, make decisions and bookings. User generated content is also affecting their perceptions and expectations. Thus hotels need to be in tune with all that is being said to be able to offer the consumer what is being expected to ensure positive electronic word of mouth and return clients. Originality/value - The increase in user generated content is having a great effect on perceptions and expectations thus having a direct bearing on customer satisfaction. It is critical for the hotel industry to be aware of this importance and the need for further research to find ways to be able to be one step ahead of what the consumer is expecting.