تأثير سمات تقييمات العملاء الإلكترونية على نوايا التعامل مع الفندق : دراسة ميدانية على عملاء الفنادق السياحية في جمهورية مصر العربية

Abstract EN

The current study aimed at identifying the effect of the features of the customers' online reviews and the Patronage intentions of dealing with the hotel and identifying the features of the customers' online reviews that affect the patronage intentions of dealing with the hotel.

The data was collected using a questionnaire that was completed via social media by 403 hotel customers.

The questionnaire was designed on the Google Drive search engine.

The data was analyzed using the statistical program of SPSS.

The most important results of the study were that there is a significant effect of the features of the customers' electronic reviews (The volume of the online reviews – The valence of the online reviews – The reviewer expertise - The comprehensiveness of the online reviews – The usefulness of the online reviews) on the Patronage intentions of dealing with the hotel.

There is no effect (for the timeliness of the online reviews) on the Patronage intentions of dealing with the hotel.

The most important recommendations are that the marketing managers' must pay attention to the online customers' reviews, especially the negative reviews, as such negative reviews represent a complaint by the customers about the service in the hotel.

Therefore, the quick responding by the marketing managers to the negative reviews helps in increasing the customers' confidence in the hotel and its services, as overcoming the bad comments, trying to correct them and exploiting them for the benefit of the hotel help in increasing the customers' confidence in the hotel and its services.