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Advice from creative consumers: a study of online hotel reviews
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing.
2014 (English)In: International Journal of Technology Marketing, ISSN 1741-878X, E-ISSN 1741-8798, Vol. 9, no 1, 53-71 p.Article in journal (Refereed) Published
Abstract [en]

This studyexplores what creative consumers are compelled to say about hotels throughonline reviews.  Online reviews arehighly influential, with consumers preferring the advice of other consumersover industry experts or information provided by the marketer.  Over 7,000 online hotel reviews posted onTripAdvisor were examined, using Leximancer, a content analysis tool.  This study provides insights on the factorscontributing to guest satisfaction and dissatisfaction in luxury hotels andmoderate hotels.  It also demonstrates theimportance of the information provided by creative consumers, both in terms ofmarket research and as part of an overall marketing communicationsinitiative. 

Place, publisher, year, edition, pages
InderScience Publishers, 2014. Vol. 9, no 1, 53-71 p.
Keyword [en]
online hotel reviews, content analysis, TripAdvisor, Leximancer, hotel chains, e-word-of-mouth, consumer-generated content, user-generated content, creative consumers
National Category
Economics and Business Educational Sciences Law Media and Communications Other Social Sciences Political Science Psychology Social and Economic Geography Sociology
URN: urn:nbn:se:kth:diva-137000DOI: 10.1504/IJTMKT.2014.058083OAI: diva2:678134

QC 20131211

Available from: 2013-12-11 Created: 2013-12-10 Last updated: 2016-05-17Bibliographically approved
In thesis
1. Customer-to-customer roles and impacts in service encounters
Open this publication in new window or tab >>Customer-to-customer roles and impacts in service encounters
2016 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

This thesis investigates customer-to-customer roles and impacts in the context of service encounters. This topic is studied from two angles: customer interactions during group service encounters and customer perceptions post service encounters. The first angle is a focus on group service encounters that addresses the lack of research on customer-to-customer interactions that occur in customer-to-customer interaction-intensive contexts. These are contexts where the interactions between customers are not peripheral to the service, where there can be an expectation to interact with the other customers, and are common in tourism and hospitality, recreation, and education. The second angle is a focus on service outcomes after the service encounter, including satisfaction, intention to recommend, and online word-of-mouth.

Paper 1 explores how firms view and manage customer-to-customer interactions during group service encounters. It finds that the differences in attitude and conduct of firms create four possible stances toward customer-to-customer interaction. Paper 2 delves deeper into how customer-to-customer interactions impact the design and delivery of group service encounters, develops a typology of customer cohort climates (CCCs), and identifies how each CCC can be created through four elements of group service encounters. Paper 3  investigates how positive and negative customer-to-customer interactions impact service outcomes and finds that customer-to-customer interaction is a dissatisfier. Paper 4 examines how customers produce online hotel reviews and finds that content analysis of online reviews yields similar findings to more traditional quantitative research methods.

This thesis advances research on the impact of customers on each other and provides evidence that other customers can and should be managed to achieve desired service outcomes. It further proposes how these interactions can be managed to further enhance service firm offerings.

Place, publisher, year, edition, pages
Stockholm, Sweden: KTH Royal Institute of Technology, 2016. 110 p.
Service encounters, group service encounters, customer-to-customer interaction, customer cohort climates, other customers, service operations, online reviews
National Category
Economics and Business
Research subject
Industrial Engineering and Management
urn:nbn:se:kth:diva-186294 (URN)978-91-7595-953-5 (ISBN)
Public defence
2016-06-10, Sal E3, Osquarsbacke14, KTH, Stockholm, 09:00 (English)

QC 20160516

Available from: 2016-05-16 Created: 2016-05-09 Last updated: 2016-05-17Bibliographically approved

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