PolyU Study Finds Online Customer Reviews Key to Understanding Customer Satisfaction
Online customer reviews can provide crucial aid to hotel managers in understanding the drivers of customer satisfaction, argue Professor Rob Law of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and co-authors. In an article published recently, the researchers examine the content of online hotel reviews, identify the hotel features to which customers attach most importance, and highlight those features with which customers are most and least satisfied. The analysis, suggest the researchers, reveals a number of areas that hotel managers may wish to consider in the drive to "improve their hotels and satisfy more customers".