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3 Wąsowicz-Zaborek E.

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Mapping research on user-generated content in the service sector - a bibliometric analysis

100%

Wąsowicz-Zaborek E.

nr 3

65-100

The Web 2.0 era and the following phases of web development bring new challenges to businesses, but also new opportunities to establish and maintain relationships with market participants, indulge in direct contact with customers and learn about their needs, emotions and opinions. The advancement of content creation and sharing technologies creates an opportunity to collect information from anyone with access to the Internet. User-generated content (UGC) information is increasingly supporting decision-making and analysis for various types of business, management or marketing activities. Such information is also increasingly used as a source of data in scientific research. The present study seeks to evaluate the relevance of UGC in scientific research and the scope and ways in which content created by Internet users can be used by researchers of phenomena existing in the service sector. To achieve this goal, a bibliometric literature review (quantitative analysis of publications, identification of research collaborators, co-author analysis, co-citation analysis and co-word analysis) was conducted covering articles between 2012 and 2022 published in journals indexed in the Scopus database. The analysis used descriptive statistics and text and content analysis. A significant increase was observed in publications between 2020 and 2022. Among the various service branches, the researchers most often chose data sets in the form of comments posted online by customers of tourism industries, mainly those using accommodation services, but also restaurants. TripAdvisor was observed to be the most frequently used data source. In their analysis, the authors used both qualitative and quantitative methods, as well as a combination of them. It is observed that more sophisticated machine learning algorithms have been implemented for text analysis. Finally, the paper also presents future research recommendations.

Użyteczność krańcowa a lojalność wobec miejsca docelowego

100%

Wąsowicz-Zaborek E.

nr 473

587-596

Celem niniejszego artykułu jest prezentacja koncepcji modelu opisującego wpływ motywacji podróży turystycznych na użyteczność krańcową kolejnych wyjazdów do wcześniej odwiedzanego miejsca docelowego. Analiza źródeł literaturowych pozwala na stwierdzenie różnic w użyteczności krańcowej ze względu na główny motyw podróży, ujawniający się również w odczuwalnym poziomie satysfakcji i skłonności do zachowań lojalnościowych. Wśród motywacji ograniczających lojalność można wskazać chęć przełamania monotonii życia codziennego, poznanie nowości i nowych doznań. Po przeciwnej stronie leżą motywacje mające pozytywny wpływ na skłonność do powtórnych wyjazdów do miejsca już odwiedzonego, jak np. poszukiwanie spokoju i bezpieczeństwa, pobudki sentymentalne czy chęć odpoczynku. Artykuł jako praca koncepcyjna bazuje na metodzie krytycznego przeglądu literatury.

Content analysis of hotel reviews as a quality management tool: Preliminary verification of the SERVQUAL scale

100%

Wąsowicz-Zaborek E.

nr 1

29-40

The purpose of this paper is to identify the main factors for the quality of hotel services and to verify the SERVQUAL measurement scale commonly used in the services sector. In order to achieve this goal, an innovative approach of quantitative and qualitative content analysis of reviews published by users of the reservation portals Hotels.com and Booking.com was used. The study was based on more than 167,000 opinions on 3,4,5-star hotels located in Warsaw. They were ‘scraped’ with an indexing robot. The research outlines a list of the most important topics raised in those comments which correspond to the factors of perceived service quality of hotels. Among these are location, room attributes, cleanliness, breakfast and staff. In addition, the most important criteria used by customers to describe each of the listed elements are also reported. The results made it possible to identify differences between the operationalization of the constructs indicated in the SERVQUAL scale and the descriptions of each factor in the spontaneous comments of internet users. Thus, the need for adjustment to the current operationalizations of the SERVQUAL model to better reflect the sentiments of consumers in the hotel industry, or even developing a completely new tool for measuring service quality, was demonstrated.