Text Analysis of Consumer Reviews: The Case of Virtual Travel Firms
This study uncovered critical domains and themes of compliments and complaints that influence consumers overall satisfaction with using virtual travel agencies. Four domains, namely, “customer Service & Support”, “trip schedule change”, “product experience” and “firm credibility” were identified as areas where problems arose and extreme dissatisfaction resulted. Three domains emerged as the best predictors for satisfaction: “product experience”, Customer Service & Sopecially at managerial level is critical for these virtual travel firms. The outcomes of this research lend insights into how to effectively manage consumer online reviews and turn this domain of valuable resources into knowledge and a strategy tool for the virtual travel segment of the hospitality and tourism industry.
KeywordsVirtual travel agent e-satisfaction online product review complaint compliment
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