Motivations for customer revisit behavior in online review comments: Analyzing the role of user experience using big data approaches

Abstract

Since customer revisitation was found to be one of the most important indicators of service loyalty and success, both academic and practical researchers have attempted to investigate the potential motivations for customer revisit behavior with respect to specific services. Given this trend, the current study employs user experience (UX) elements as potential motivations for customer revisitations to accommodations based on their satisfaction. To achieve this, this study collected data on more than 100,000 customers' online review comments and computed the effects of UX elements on customer revisitations through sentiment analysis of the comments. Results of the structural equation modeling method showed that customers’ emotional perceptions—the two UX elements of hedonic values and user burdens—had notable effects on customer revisitations through their satisfaction. In contrast, other UX elements, including expectation confirmation and social and pragmatic values, had relatively weak impacts on customer revisitations. Based on these findings, theoretical and practical implications are presented.