The Relationship Between eWOM and Customer Experience: An Analysis of Boutique Hotel Reviews Through the SERVQUAL Model

Abstract

Purpose – This study aims to examine the impact of customer experiences on perceived service quality within the scope of electronic word-of-mouth (eWOM). In this context, the study seeks to identify how online customer reviews correspond with service quality dimensions and to shed light on the key factors determining customer satisfaction.
Design/Methodology/Approach – The research analyzed a total of 770 online customer reviews related to the top 10 boutique hotels in Şanlıurfa with the highest user ratings on the TripAdvisor platform. A qualitative research approach was adopted, and content analysis was conducted within the framework of the phenomenological approach. Open coding was performed using MaxQDA 24 software; the 2612 codes obtained were thematized according to the five fundamental dimensions of the SERVQUAL model (tangibles, empathy, reliability, assurance, responsiveness). The coding process was validated by the researcher and two independent experts.
Findings – According to the findings, customer experiences are most concentrated in the dimensions of tangibles and empathy. Furthermore, the reviews included both positive and negative statements regarding service delivery; hygiene, staff attentiveness, and food and beverage quality emerged as key elements determining customer satisfaction.
Discussion – The study contributes to both the academic literature and strategic management practices of boutique hotel businesses by revealing the relationship between eWOM content and service quality dimensions. Moreover, it emphasizes the guiding influence of consumer reviews and reinforces the importance of digital platforms in terms of brand image and customer loyalty.