Analytical View of the Determinants that Affect the Customer Satisfaction in Accommodation Business Based on Online Customer Reviews

The aim of the article is to describe the specific aspects affecting online reputation of Slovak hotels based on customer reviews.Design/methodology/approach: For the purposes of collecting primary data the crucial factor for the selection of hotels was identification of the suitable Tripadvisor rating focused on post-stay evaluation of hotels in Slovakia. Automatic data collection method was used for the observed variables (evaluations) within selected hotels ratings. The total of 19 226 evaluations of 333 hotels were analyzed. The main focus was given to customer overall satisfaction with a hotel in relation with selected variables. Data collection was carried out at the end of 2015. Based on the nature of the variables we used correlation analysis and regression analysis.Findings: The results of the research showed that there exists a direct relation between the overall customer rating and selected variables such as Sleep quality, Rooms, Service and Cleanliness.Research/practical implications: It can be concluded that hotels do not fully exploit the potential of modern marketing communication tools to promote their facilities. We therefore recommend these hotels to invest their time and effort into variables (factors affecting customer satisfaction) that have the ambition to positively influence their online reputation and thus attract new and old customers. Originality/value: The aim of this paper is to help hotels with their marketing strategies so they will better understand the factors that influence customer satisfaction. The analysis was conducted based on the research gap in the studies related to the factors that affect the satisfaction of customers of entities providing accommodation services.