Determinanty satysfakcji z usług polskich hoteli – analiza ocen z Booking.com

Adam Jezierski

doi:10.5604/01.3001.0015.9188

Data publikacji : 2022-09-22

Tom 38 Nr 2 (2022)

Determinanty satysfakcji z usług polskich hoteli – analiza ocen z Booking.com

Adam Jezierski

https://orcid.org/0000-0002-6462-837X

DOI: https://doi.org/10.5604/01.3001.0015.9188

Abstrakt

Satysfakcja klientów z oferowanych im usług jest kluczowa dla sukcesu każdego przedsięwzięcia biznesowego, szczególnie w sektorze turystycznym. Celem niniejszego artykułu jest analiza satysfakcji klientów polskich hoteli i zweryfikowanie, czy cechy charakterystyczne obiektów hotelowych różnicują zadowolenie ich gości. Badanie oparte zostało na danych zebranych z 2036 profili hoteli dostępnych na portalu Booking.com metodą web-scrapingu oraz poddane analizie ANOVA i obliczeniu współczynnika korelacji Pearsona w programie SPSS. Analiza wykazała, że poziom usług oferowanych przez polskie obiekty hotelarskie jest na zadowalającym poziomie. Satysfakcję polskich klientów najbardziej różnicują: kategoria hotelu, przynależność do sieci hotelowej oraz długość funkcjonowania. Niewielki wpływ na satysfakcję wykazano dla lokalizacji obiektu i jego wielkości. Charakterystyczna dla polskiego rynku hotelowego okazała się wyższa satysfakcja z jakości usług oferowanych przez hotele sieciowe w porównaniu do hoteli niezależnych oraz podobny poziom satysfakcji z jakości personelu. Artykuł wskazuje także na elementy wymagające działań ze strony osób zarządzających obiektami hotelarskimi w celu podniesienia satysfakcji ze świadczonych usług.

Słowa kluczowe:

satysfakcja, hotele, Booking.com, web-scraping

Inne teksty tego samego autora

Adam Jezierski, Zarządzanie reputacją na portalu TripAdvisor na przykładzie krakowskiego rynku hotelarskiego , Studia Periegetica: Tom 29 Nr 1 (2020)

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Jezierski, A. (2022). Determinanty satysfakcji z usług polskich hoteli – analiza ocen z Booking.com. Studia Periegetica, 38(2), 9–30. https://doi.org/10.5604/01.3001.0015.9188

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Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Bez utworów zależnych 4.0 Międzynarodowe.

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