CUSTOMER SATISFACTION IN LAKAWON ISLAND: A CONTENT ANALYSIS OF TRIPADVISOR REVIEWS
Keywords:content analysis, servqual, Tripadvisor review, customer satisfaction
Customer satisfaction plays a vital role in the success of a tourist destination. Most tourists rely on online reviews written by others in various tourist destinations. Fulfilling and exceeding visitor expectations is critical for attracting repeat visitors, cultivating positive word-of-mouth, and maintaining a competitive advantage in the tourism industry. This study used qualitative content analysis to determine the dimension influencing customer satisfaction in Lakawon Island, as evidenced by a TripAdvisor review content analysis. The researcher used Microsoft Excel to categorize the reviews into the SERVQUAL dimensions of Tangible, Reliability, Responsiveness, Assurance, and Empathy, as well as Price. The results show that Tangibles plays a vital role, with 34% mention, in shaping customer perceptions of service quality, while Responsiveness, with 11% mention, is the least influential. This study aims to provide valuable insights for the service providers of Lakawon Island, aiming to enhance customer satisfaction and improve service quality.
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