African Journal of Hospitality, Tourism and Leisure (Jan 2020)
Determinants of customer’s dissatisfaction: A content analysis of negative online customer reviews on budget segment hotels in India
Abstract
Understanding customer feedback helps in strategic decision making of an organization which ultimately determines the success or failure of a business or a hotel. Online reviews are increasingly becoming popular among online users and service providers. The hotel industry in many countries extensively utilises the online reviews to evaluate customer satisfaction and dissatisfaction. The goal of the study was to identify various issues that prompted the customers to register a negative online rating/ feedback on various services offered by the budget segment hotels. The study was conducted for time span of three months in which the online negative reviews or complaints of budget hotels pertaining to various operational departments were examined using content analysis. The findings of the study will be a valuable input for budget hotels to focus on most specific complaints of their departments so that the customer experiences could be enhanced at the budget segment hotels in India.
