Will you pick me again? International Hotel Chains Brand Loyalty Reflection from User Reviews
Keywords:brand loyalty, online reviews, international hotel chain, customer behavior
Online reviews had been used as the data source to examine customer satisfaction and dissatisfactions for more than a decade; however, limited studies examined brand. This study extracted 12 active online review contributors with 43 reviews, examined their brand loyalty behavior on international hotel chains. This study developed a method that utilizing online review data to identify the hotel customer attitudinal loyalty. The results indicated that repeat customers have stronger brand loyalty and their attitudinal behavior can be reflected from their reviews. Hotel managers should use review websites a new management tool to identify the potential loyal customers and understand the repurchasing intentions.
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