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Publicação
A influência dos reviews negativos de limpeza na avaliação global de um hotel: caso de estudo - hotéis de 4 e 5 estrelas de Lisboa
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Orientador(es)
Resumo(s)
As plataformas de análise online têm assumido cada vez mais um papel importante na indústria
hoteleira, sendo utilizadas para partilhar análises com grande impacto na reputação e imagem de
marca de um hotel, influenciando o comportamento de outros consumidores. A reputação online
é o resultado da avaliação de várias variáveis como: conforto, localização e, principalmente, a
qualidade do serviço e limpeza, que assumem um grande significado na avaliação global de um
hotel.
Com base neste pressuposto, esta investigação visa avaliar a relevância e importância das revisões
negativas e em que medida os problemas relacionados com os serviços de housekeeping -
manutenção, qualidade do serviço de limpeza do hotel - influenciam a avaliação global. Através
de uma abordagem hipotético-dedutiva com métodos mistos simples, com análise qualitativa
através de revisão de literatura e codificação de key words recolhidas a partir de comentários de
clientes, bem como análise quantitativa de dados recolhidos em plataformas de revisão.
Como amostra de estudo, foi utilizado um total de 269 revisões negativas de limpeza (140
pertencentes a hotéis de 4 estrelas e 129 a hotéis de 5 estrelas), referentes a 30 hotéis (15 de 4 e
15 de 5 estrelas) localizados no centro da cidade de Lisboa, com pelo menos 300 reviews na
plataforma Booking.com. Para cada hotel, foram recolhidas entre 5 e 10 reviews negativos
relacionadas com a categoria de limpeza, e foram analisadas e segmentadas as seguintes variáveis:
categoria do hotel, nota geral de limpeza, nacionalidade e categoria do hóspede, área avaliada,
aspeto negativo mencionado, data e nota geral atribuída.
Após análise da amostra, embora não tenha sido possível dissociar a pontuação atribuída à
categoria de limpeza (dos reviews negativos relacionados com a categoria limpeza) da nota geral
atribuída ao review, devendo-se ao facto de a plataforma Booking.com nos dar acesso aos reviews,
à nota geral atribuída por cada hóspede em cada review, à média da nota geral da categoria
limpeza, mas não fornecer a pontuação atribuída pelo hóspede à categoria limpeza em si.
Verificou-se que as variáveis - área avaliada (quarto, área comum, equipamento e mobiliário, casa
de banho e WC, roupa de cama e banho, piscina, spa, não especificado, chão, parede) e aspetos
negativos (qualidade do serviço HK, manutenção do equipamento e infraestruturas, mau cheiro,
falta de limpeza, insonorização) são muito relevantes e pesam negativamente na nota geral
atribuída. Ou seja, em todos os reviews analisados que mencionam problemas relacionados com
as variáveis - área avaliada e aspeto negativo, apresentaram nota geral entre 4,9 e 5,8 em 10. Esta
nota é aceitável, de acordo com a classificação qualitativa apresentada pela plataforma
Booking.com, que determina que entre 1 e 3 é muito mau, 3 e 5 é mau, 5 e 7 é aceitável, 7 e 9 é
bom, e 9+ é soberbo.
Online review platforms have assumed an increasingly important role in the hotel industry, being used to share reviews with great impact on a hotel's reputation and brand image, influencing the behavior of other consumers. Online reputation is the result of the evaluation of several variables such as: comfort, location and, mainly, the quality of service and cleanliness, which assume great significance in the overall evaluation of a hotel. Based on this assumption, this research aims to evaluate the relevance and importance of negative reviews and to what extent problems related to housekeeping services - maintenance, quality of hotel cleaning service - influence the overall evaluation. Through a hypothetico-deductive simple mixed methods approach, with qualitative analysis through literature review and coding of key words collected from customer reviews, as well as quantitative analysis of data collected from review platforms. A total of 269 negative cleanliness reviews (140 belonging to 4-star hotels and 129 to 5-star hotels), referring to 30 hotels (15 4-star and 15 5-star) located in Lisbon city center, with at least 300 reviews on the Booking.com platform, were used as study corpus. For each hotel, between 5 and 10 negative reviews related to the cleaning category were collected, and the following variables were analyzed and segmented: hotel category, overall cleaning score, guest nationality and category, evaluated area, negative aspect mentioned, date and overall score assigned. After analyzing the corpus, although it was not possible to dissociate the score assigned to the cleaning category (of the negative reviews related to the cleaning category) from the overall score assigned to the review, due to the fact that the Booking.com platform gives us access to the reviews, the overall score assigned by each guest in each review, the average of the overall score of the cleaning category, but does not provide the score assigned by the guest to the cleaning category itself. We found that the variables - evaluated area (room, common area, equipment and furniture, bathroom and toilet, bed and bath linen, pool, spa, not specified, floor, wall) and negative aspects (quality of HK service, maintenance of equipment and infrastructure, bad smell, lack of cleanliness, soundproofing) are very relevant and weigh negatively on the overall score assigned. That is, in all the reviews analyzed that mention problems related to the variables - evaluated area and negative aspect, presented an overall score between 4.9 and 5.8 out of 10. This score is acceptable, according to the qualitative classification presented by the Booking.com platform, which determines that between 1 and 3 is very bad, 3 and 5 is bad, 5 and 7 is acceptable, 7 and 9 is good, and 9+ is superb.
Online review platforms have assumed an increasingly important role in the hotel industry, being used to share reviews with great impact on a hotel's reputation and brand image, influencing the behavior of other consumers. Online reputation is the result of the evaluation of several variables such as: comfort, location and, mainly, the quality of service and cleanliness, which assume great significance in the overall evaluation of a hotel. Based on this assumption, this research aims to evaluate the relevance and importance of negative reviews and to what extent problems related to housekeeping services - maintenance, quality of hotel cleaning service - influence the overall evaluation. Through a hypothetico-deductive simple mixed methods approach, with qualitative analysis through literature review and coding of key words collected from customer reviews, as well as quantitative analysis of data collected from review platforms. A total of 269 negative cleanliness reviews (140 belonging to 4-star hotels and 129 to 5-star hotels), referring to 30 hotels (15 4-star and 15 5-star) located in Lisbon city center, with at least 300 reviews on the Booking.com platform, were used as study corpus. For each hotel, between 5 and 10 negative reviews related to the cleaning category were collected, and the following variables were analyzed and segmented: hotel category, overall cleaning score, guest nationality and category, evaluated area, negative aspect mentioned, date and overall score assigned. After analyzing the corpus, although it was not possible to dissociate the score assigned to the cleaning category (of the negative reviews related to the cleaning category) from the overall score assigned to the review, due to the fact that the Booking.com platform gives us access to the reviews, the overall score assigned by each guest in each review, the average of the overall score of the cleaning category, but does not provide the score assigned by the guest to the cleaning category itself. We found that the variables - evaluated area (room, common area, equipment and furniture, bathroom and toilet, bed and bath linen, pool, spa, not specified, floor, wall) and negative aspects (quality of HK service, maintenance of equipment and infrastructure, bad smell, lack of cleanliness, soundproofing) are very relevant and weigh negatively on the overall score assigned. That is, in all the reviews analyzed that mention problems related to the variables - evaluated area and negative aspect, presented an overall score between 4.9 and 5.8 out of 10. This score is acceptable, according to the qualitative classification presented by the Booking.com platform, which determines that between 1 and 3 is very bad, 3 and 5 is bad, 5 and 7 is acceptable, 7 and 9 is good, and 9+ is superb.
Descrição
Palavras-chave
Limpeza Housekeeping Hotelaria Qualidade de serviço Comentário de hóspede Satisfação Cleaning Hospitality Quality service Guest reviews Satisfaction