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Cited by 162Digital Marketing and Social MediaCustomer Service Quality and LoyaltyDiverse Aspects of Tourism Research

The DOI matches its Crossref record; 70 of the 70 references it cites were found in a registry or an index.

Social media review rating versus traditional customer satisfaction: Which one has more incremental predictive power in explaining hotel performance?

Kim, Woo Gon, Park, Seo Ah·2017·International Journal of Contemporary Hospitality Management
DOI 10.1108/ijchm-11-2015-0627
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Abstract

Purpose This paper aims to examine the effects of traditional customer satisfaction (CS) relative magnitude and social media review ratings on hotel performance and to explore which online travel intermediaries’ review ratings serve as the most reliable and valid predictor for hotel performance. Design/methodology/approach In 2014, CS and hotel performance data were collected from the internal database of full-service hotels operated and managed by a large hotel chain in the USA. Each property’s social media review ratings data were hand-collected from major online travel intermediaries and social media websites. Findings The results of this study indicate that social media review rating is a more significant predictor than traditional CS for explaining hotel performance metrics. Additionally, the social media review rating of TripAdvisor is the best predictor for hotel performance out of the other intermediaries. Research limitations/implications This research contributes to the hospitality literature because it examines the incremental explanatory power of social media review rating and traditional CS on hotel performance. Among the leading online travel intermediaries, the findings show that TripAdvisor’s social media review rating has the most salient effect on hotel performance. Practical implications The result of this study provides useful practical implications for hotel marketers and revenue managers. This study assists hotel marketers and revenue managers in better allocating their budget for marketing and suggests ways for channel optimization. Originality/value The finding of this study will help revenue managers, marketing managers, and hotel owners make decisions regarding their marketing budget allocation to their social media marketing campaign and select the optimal online travel intermediaries as part of their channel management strategies.

Overview

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Crossref · 10.1108/ijchm-11-2015-0627

Cites

70 of 70 references verified0 citation errors · 0 not checkable

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Citations

Cites

Research works printed but not linked: 7

  1. 2005, Meet the aggregators, Brandweek, 46, 24
  2. 1994, Encounter satisfaction versus overall satisfaction versus quality, 72
  3. 2009, Social media at the strategic level, 75
  4. 1999, Tourists’ Decision-making and behavior Process, Consumer Behavior in Travel and Tourism, 103
  5. DoubleClick, 2004, DoubleClick’s Touchpoints II: The Changing Purchase Process
  6. 1990, Zero defeciions: quoliiy comes to services, Harvard Business Review, 68, 105
  7. 2004, Customer Behavior

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Metadata

Authors
Kim, W. G., & Park, S. A.
Affiliations
Florida State University (US)
ORCID
Kim, Woo Gon
Venue
International Journal of Contemporary Hospitality Management
Publisher
Emerald
Published
2017-02-13
Volume
29
Issue
2
Pages
784-802
ISSN
0959-6119 (ISSN-L)
DOI
10.1108/ijchm-11-2015-0627
OpenAlex
W2584531798
Cited by
162
References
70
Citations by year
2026: 4 · 2025: 10 · 2024: 17 · 2023: 14 · 2022: 22 · 2021: 19 · 2020: 34 · 2019: 22 · 2018: 16 · 2017: 4
FWCI
53.21
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
International Journal of Contemporary Hospitality Management (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Diverse Aspects of Tourism Research
Keywords
customer satisfaction, hotel performance, TripAdvisor, full-service hotels, hotel marketing, channel management, social media marketing, hotel revenue management

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