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Top1. Classifying Satisfaction With Vietnamese Hotel Services By Analyzing Customer Reviews
Customer experience has become a vital focus for researchers and business leaders in the last two decades. This is particularly true for the hotel service industry, where customer experience is one of the most crucial factors for survival (Mohamed, 2021; Lee et al., 2019; Paulose & Shakeel, 2022; Kim & Kim, 2022). Understanding customer experience is essential for hotels to thrive in the market. The trend of online tourism causes the number of tourists booking traditional tours to decrease rapidly, forcing businesses to find new directions to catch up with market demand (Özen & Özgül Katlav, 2023). Travelers also tend to use omni-channel. Before deciding where to go, they usually collect and search for information about the destination. The source of online reviews from customers on online booking sites is a channel that attracts a lot of customers' consideration (Quan Xiao et al., 2021; Alrawadieh & Law, 2019). Over the past decade, hotels have faced numerous challenges in terms of customer reviews (Vo et al., 2022). According to researchers and companies, customer reviews play a critical role in determining the service quality of a hotel and whether it meets international standards (Thu et al., 2020; Mohamed, 2021; Adi, 2022). Visitors often rely on reviews and feedback from previous guests to gather detailed information about the services, additional amenities, and the destination’s appeal (Breda et al., 2020). As a result, online booking websites for tours, hotels, and restaurants, such as Agoda and TripAdvisor, have gained global popularity (Gómez-Suárez & Veloso, 2022; Chalupa & Petricek, 2022; Breda et al., 2020). Nowadays, most tourism companies are also part of this supply chain, leading to an ever-expanding tourism industry and increasing international competition (Hu et al., 2019; Breda et al., 2020).
The competition in the global hotel industry is fiercer due to the rise of online booking systems (Chalupa & Petricek, 2022; Gómez-Suárez & Veloso, 2022). Therefore, customer satisfaction is crucial in ensuring customer loyalty and generating positive word-of-mouth, increasing the hotel's reputation (Vo et al., 2022; Paulose & Shakeel, 2022). The hotel industry is vast, and as a result, numerous studies measure customer satisfaction in this area (Zhao et al., 2019; Adi, 2022; Cherdouh et al., 2022; Kim & Kim, 2022; Quan Xiao et al., 2021; Alrawadieh & Law, 2019). Hotels often have relied on questionnaire surveys to gauge customer satisfaction. These surveys are typically conducted using Linkert's measuring scale. However, this approach has a limited sample size, with only a few hundred responses obtained. Additionally, this method provides little information, as it only depends on the content by designers. To address these limitations, modern techniques such as analyzing online reviews posted by customers on booking sites have been adopted (Li et al., 2019; Li et al., 2020). When mining a large number of reviews, hotel managers can gain a better understanding of customer preferences and feedback compared to traditional questionnaires.