Social that shows that majority of the positive

Social media plays an important role as an important
source of information for consumers through electronic word-of-mouth (eWOM)
(Xie et al., 2016). A popular form of eWOM is online reviews through various
media platforms where consumers can share their experiences and information of
a product or service and are easily accessible to all Internet users (Kim et
al., 2015). Likewise, these have also become a major source of information for
hotel managers to understand their customers and competitors and act upon their
satisfactory and unsatisfactory reactions (Kim et al., 2016). Moreover, Kim and
Park (2017) have found that social media ratings have the most significant
impact on the three hotel performance metrics compared to traditional customer
satisfaction. Furthermore, their findings indicate that TripAdvisor’s review
rating had the most significant effect on RevPAR and TrevPAR as compared to
other sites.

Table: the Incremental
predictive power of social media review rating and traditional customer


In recent years, many studies analysed social media
reviews data, using text mining, in order to classify positive and negative
reviews and evaluate customers’ satisfaction.

Kim et al. (2016) research show that class of the
hotel plays a role in the factors affecting positive and negative comments. For
1-2 stars hotels, both positive and negative comments focus on the tangible
aspects. On the other hand, for 4-5 stars hotels, positive comments focus on
the tangible aspects whereas negative comments focus on the intangible aspects.
They have also identified that staff and their attitude is the most critical
factor affecting customer satisfaction. They classified the reviews of 50 4-5 stars hotels of New
York City written on TripAdvisor and the results show that 8.3% and 9.2% were
positive and negative reviews respectively of staff and their attitude.

 This conflicts
with the results found by Berezina et al. (2016) that shows that majority of
the positive comments are related to the intangible aspects of the hotel such
as staff service, whereas negative comments are related to the tangible aspects
such as room and furnishing tends to prompt customers to leave positive

After the process of text-mining, He et al. (2017)
generated a word cloud to determine the most commonly mentioned categories in
positive and negative reviews which are food, location, rooms, service, staff,
lounge, and check-in which affect both customer satisfaction and
dissatisfaction. This is in line with the view of Berezina et al. (2016) and
Kim et al. (2016) who have found common categories in both positive and
negative reviews as well.

As mentioned, services are heterogeneous (Blut et al.,
2014). There is heterogeneity in individual preference which is complex to
identify and the same service would not be able to please everyone. Additionally,
each service experience is different due to customers’ attitude towards it and
the atmosphere it is received (Baltacioglu et al., 2007). For instance, one
customer may appreciate the help provided by hotel’s concierge while another
may find it troublesome. This suggests that reviews provide guidance in
customising services to cater to individual customer’s needs.