A Comparative Study between User Generated Content (UGC) and online survey for measuring customer perception toward service quality in hotel industry: Case of Tolip Hotel in Egypt

محمد فريد, شريف طاهر; موسى, غادة مصطفى

doi:10.21608/cfdj.2023.258040

A Comparative Study between User Generated Content (UGC) and online survey for measuring customer perception toward service quality in hotel industry: Case of Tolip Hotel in Egypt

نوع المستند : المقالة الأصلية

المؤلفون

اکاديمية السادات للعلوم الادارية - کلية الادارة الفرع الرئيسي

10.21608/cfdj.2023.258040

المستخلص

The research objective is to examine the value of UGC data specifically the online customer reviews. This can be achieved by analysing the online reviews on the online hotel booking website (Booking.com) using sentiment analysis (2157 online reviews) and comparing the results with the online survey data (315 respondents) aiming to find out whether it is possible to replace the traditional online survey with the UGC data to evaluate the hotel performance in terms of service quality perceptions of the customers to gain the advantages of the online reviews mentioned in previous studies. Moreover, the main focus is to identify the hotel service quality attributes which can be extracted from the online reviews with their polarity and compare them with the results of the online survey to find out if they are consistent. In addition, exploratory factor analysis using Principal Component Analysis with varimax rotation was conducted to examine the dimensionality of service quality SERVPERF instrument in an Egyptian environment for the online survey conducted in this study. The results show that there are no significant differences between the online survey results and the sentiment analysis results from online customer reviews. It is evident from the research results that online customer reviews could provide the management in hotel industry with valuable information in order to understand the perceptions of customers toward service quality which ultimately leads to customer satisfaction. PCA conducted on online survey data illustrates that “Tangibility” is the most important dimension of service quality perception which was also consistent with the attributes extracted from online reviews. Finally, some recommendations are introduced to each branch of Tolip hotel to improve service quality and support decision making.

الكلمات الرئيسية