The power of price and quality to explain customer satisfaction through spatial analysis
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2022-08-22Resumen
Customer experience is a relevant concept in marketing and tourism research since its correct understanding allows companies to achieve competitive advantage and service providers can reach several outcomes such as customer engagement, loyalty, and customer satisfaction. This chapter aims to analyze one of the main outcomes of the customer experience, the customer satisfaction through online reviews, and using spatial analysis as a tool to incorporate the contextual nature of the customer experience. Thus, our study considers online rating as a measure of customer satisfaction and tries to analyze the impact of actions under the control of the service provider (price and objective quality) and actions under the control of the customer (subjective quality) on customer satisfaction. With the Spanish hotel industry as a study framework, an empirical study is developed to analyze, through geographically weighted regression techniques, the relationship between price, objective quality and s...
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Marketing