Evaluating Customer Experience in Hotel Businesses Through Online Reviews

Abstract

This study aims to evaluate customer experiences in five-star hotel establishments operating in Bishkek through the analysis of online reviews and complaints, and to examine the effects of these feedbacks on perceived service quality, customer satisfaction, and business performance. This study, based on guest reviews, is important for businesses to improve the quality of their services. In this context, the study also seeks to reveal the strategic role of online customer feedback in hotel management and service improvement processes. The research was designed based on a qualitative approach, employing content analysis to gain an in-depth understanding of customer experiences. Online reviews shared by hotel guests on a widely used evaluation platform were used as the primary data source. The findings reveal that customer experiences are shaped by ten dimensions: rooms, staff, service, breakfast, restaurant, spa and gym, overall impression, location, price, and parking. The results show that "location" received the highest score, while "price-benefit ratio" received the lowest score. The study concludes that hotel businesses should monitor guest reviews on online platforms and take guest feedback and comments into account to improve service quality and ensure customer satisfaction.