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Measuring hotel service quality from online consumer reviews: a proposed method

Edward Boon, Alessandro BigiDepartment of Industrial Marketing

KTH Royal Institute of Technology, Sweden

Michelle BoneraFaculty of Economics and Business

Brescia University, Italy

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Using content analysis to analyse consumer reviews

Text analysis by rating level1.Collect consumer reviews and ratings2.Split up data into different ratings (stars)3.Perform word frequency analysis4.Determine frequency list for each rating level

Dimensional analysis1.Develop word list for each of five dimensions

Room, Facilities, Surroundings, Employees, Reliability

2.Break down word frequencies based on frequencies and ratings

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HOLSERV Plus

Dimension Sample of words in list

Room Room, clean, balcony, comfortable, bathroom, shower, bed, towels, spacious, air conditioning

Facilities Food, breakfast, pool, view, restaurant, dinner, meal, buffet, terrace

Surroundings Lake, location, walk, town, area, road, centre, center, local, shops

Employees Staff, friendly, service, helptful, reception, welcome, welcoming, attentive, polite, rude

Reliability Problem, problems, manager, trouble, fault, complaint, complaints, management, owner

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Example: Best Western Academy Plaza

Rating ReviewsHOLSERV plus dimensions

Room Facilities Surround. Employees Reliability

1+2 stars 25 141 103 54 129 106

3 stars 77 129 103 89 105 84

4 stars 231 98 111 112 90 100

5 stars 167 83 83 96 107 93

Service quality indices, by rating and dimension

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Developing the method

1. Research service quality scales SERVQUAL, HOLSERV, LODGSERV

2. Test each scale for clarity and consistency3. Select scale HOLSERV

Tangibles, employees, reliability

4. Adept scale HOLSERV Plus Room, Facilities, Surroundings, Employees, Reliability

5. Test scale on large sample (90 hotels in Northern Italy) Word list for each dimension

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Next steps

1. Fix issues Ambiguous words Surroundings: location-based

2. Test method on larger selection of reviews Reliability and validity Application

3. Determine commercial relevance