Relationship between customer sentiment and online customer ratings for hotels - An empirical analysis |
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| Institution: | 1. National Institute of Technology Patna, India;2. School of Management, Swansea University Bay Campus, Swansea SA1 8EN, UK;1. Department of Computer Information Systems, College of Business Administration, California State Polytechnic University, Pomona, 3801 West Temple Avenue, Pomona, CA 91768, USA;2. Department of Information Technology and Decision Sciences, College of Business, University of North Texas, 1307 West Highland Street, Denton, TX 76201, USA |
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| Abstract: | This study aims to establish a relationship between customer sentiments in online reviews and customer ratings for hotels. Customer sentiment refers to the emotions expressed by customers through the text reviews. These sentiments can be positive, negative or neutral. The study explores customer sentiments and expresses them in terms of customer sentiment polarity. Our results find consistency between customer ratings and actual customer feelings across hotels belonging to the two categories of premium and budget. Customer sentiment polarity explains significant variation in customer ratings across both the hotel categories. With regard to managerial implications, the study finds that, when compared with premium hotels, managers of budget hotels should improve their staff performance and hotel services. The present study is not exhaustive and other factors like customer review length and review title sentiment can be analyzed for their effects on customer ratings. |
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| Keywords: | Hotel categories Customer ratings Customer sentiments Sentiment analysis |
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