Hotel performance attributes and consumer complaints in online reviews

Understanding customer complaints is crucial for improving the quality of hotel service. This study examines hotel performance attributes based on consumer-generated online reviews, specifically focusing on negative reviews from a major hotel-rating platform. By analyzing 35 hotels with the highest number of negative reviews, the research identifies the most criticized attributes, revealing that "tangibles"—including physical facilities, cleanliness, and room conditions—are the primary sources of dissatisfaction. The study employs the SERVQUAL model to categorize service quality attributes into five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. Findings indicate that tangibles account for 83% of customer complaints, followed by responsiveness, empathy, assurance, and reliability. Using qualitative data analysis software, the research further explores specific problem areas within tangibles, such as hotel décor, room amenities, and service facilities. Common complaints include outdated furnishings, poor cleanliness, malfunctioning equipment, and uncomfortable beds. The paper also highlights the role of online reviews in shaping consumer behavior. Negative reviews are particularly influential, as they affect potential guests' perceptions and purchasing decisions. Furthermore, customer complaint behaviour (CCB) is examined, emphasizing that dissatisfied customers often express grievances through online platforms, influencing broader consumer sentiment. Previous studies suggest that service failures, particularly in high-rated hotels, lead to significant online complaints, reinforcing the importance of addressing core service deficiencies.