Publication: Evaluating brand equity in the hospitality industry: Insights from customer journeys and text mining
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Issued Date
2024-11-01
Resource Type
eISSN
26670968
Scopus ID
2-s2.0-85191824047
Journal Title
International Journal of Information Management Data Insights
Volume
4
Issue
2
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Journal of Information Management Data Insights Vol.4 No.2 (2024)
Suggested Citation
Piriyakul I., Kunathikornkit S., Piriyakul R. Evaluating brand equity in the hospitality industry: Insights from customer journeys and text mining. International Journal of Information Management Data Insights Vol.4 No.2 (2024). doi:10.1016/j.jjimei.2024.100245 Retrieved from: https://hdl.handle.net/20.500.14740/20508
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Abstract
To achieve effective marketing, continual enhancement of product and service quality is pivotal. Assessing brand equity encompasses diverse methods, including questionnaires and interviews, unearthing invaluable customer insights. The choice of data collection methods, driven by researchers' objectives, may extend beyond direct customer interactions to employ techniques such as text mining, extracting insights from customer posts and reviews. A study at Phuket's Amari Hotel seamlessly integrated customer journey analysis with text mining, yielding a robust hotel equity model. Notably, the findings unveiled the substantial influence of factors like location and community value on hotel equity, often overlooked in previous studies. Remarkably, the hotel accommodation room emerged as the dominant touchpoint (81 %). These insights can fuel the transformation of marketing strategies and brand equity assessment. Moreover, this framework accommodates dynamic customer behavior while delivering cost efficiencies compared to alternative machine learning methods.