How can hotels strategically enhance competitive performance? Investigating the dynamic roles and impacts of service attributes on customer satisfaction and dissatisfaction

This study examines the asymmetric impact of service attributes on customer satisfaction (CS) and dissatisfaction (DS) in the luxury and upper upscale hotel segments, utilizing Impact Asymmetry Analysis and Impact Asymmetry Competitor Analysis. Grounded by the two-factor theory, this study integrates insights from online review ratings and textual sentiment to gauge customer evaluations. The findings reveal that attributes have discrete impacts on CS and DS when comparing high and low performance consistency brands. Hotels exhibiting low performance consistency are advised to prioritize managing attributes such as rooms, followed by value and cleanliness in rating-based evaluations. Additionally, location is identified as a key competitive disadvantage requiring urgent action in sentiment-based assessments. This study extends the understanding of the two-factor theory by examining the distinct impacts of attributes on CS and DS under varying performance consistency, providing actionable insights for hoteliers to strategically enhance attribute-level performance that strengthens customer experience and competitive standing.