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Negative Customer Experience in Lifestyle Hotels: A Netnography Perspective
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Author(s): Manoel Vitor Santos (University of Porto, Portugal)and Amélia M. P. C. Brandão (University of Porto, Portugal)
Copyright: 2021
Pages: 32
Source title:
Building Consumer-Brand Relationship in Luxury Brand Management
Source Author(s)/Editor(s): Paula Rodrigues (Lusíada University Porto, Portugal & Research Centre in Organizations, Markets and Industrial Management (COMEGI), Porto, Portugal)and Ana Pinto Borges (Instituto Superior de Administração e Gestão, Portugal)
DOI: 10.4018/978-1-7998-4369-6.ch007
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Abstract
The primary purpose of the present research is to develop a methodology which can accurately analyse online public reviews on Google using Netnography studies combined with text mining analyses. By analysing the current techniques applied to a lifestyle hotel brand in nine properties in different countries and carefully studying how negative reviews are expressed online by costumers, this study aims to create a pattern of lifestyle customer complaints. This research seeks to demonstrate patterns of consumer behaviour that are not fully satisfied with the hotel service and how it can negatively affect the brand. This study identifies the areas that five stars lifestyle hoteliers and hotel managers need to pay attention to improve services, considering online reviews on online platforms, such as social networks and other tourism sites. Today, online reviews and customer experiences have a significant impact on the choice of a hotel.
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