Online evaluations as a means of identifying the dimensions of service quality in the hospitality sector
DOI:
https://doi.org/10.14488/1676-1901.v25i2.5381Keywords:
eWOM, Quality dimensions, Booking.com, Hotel, Text MiningAbstract
With the expansion of the internet and social media, on-line reviews on platforms such as TripAdvisor and Booking.com have become key to influencing travelers' decisions and shaping the reputation of establishments. These reviews reflect not only customers' experiences but also include responses from management, creating a dynamic feedback loop that affects the perception of service quality. In the hospitality sector, where service quality is crucial to success and competitiveness, understanding performance about the quality provided is essential. Good quality is directly linked to customer loyalty and increased sales. Traditionally, quality assessment was carried out through satisfaction surveys, but electronic word of mouth (eWOM) offers a more authentic and real-time way of capturing these perceptions. This study aims to explore guests' on-line textual evaluations to identify the main dimensions of quality that generate positive and negative evaluations. The methodology includes web scraping and text mining techniques, offering theoretical and practical contributions for managers and professionals in the sector. The results discuss the theoretical and managerial implications, highlighting the importance of eWOM in evaluating and improving the quality of services.
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