The dynamics in asymmetric effects of multi-attributes on customer satisfaction: evidence from COVID-19

Purpose This study aims to explore how the “new normal” induces the dynamics in the asymmetric relationship between service quality attributes and customer satisfaction. Design/methodology/approach This study analyzes online reviews for hotels in New York City. The authors use multi-attribute models to examine how a situational factor – the COVID-19 outbreak – creates dynamics in the asymmetric effect of service quality attributes on customer satisfaction. Then, the authors examine the change in these dynamics over time after adjusting to the “new normal.” Findings The COVID-19 pandemic has introduced dynamics into the asymmetrical relationship between hotel service attribute performances and customer satisfaction. The pandemic magnified the asymmetric influences of particular attributes on satisfaction in the hospitality industry. In addition, the findings indicate the changes in such dynamics over time. Practical implications The findings emphasize that hotel managers should consider situational factors when understanding customer satisfaction. Particularly, this study suggests developing tailored strategies for responses during the COVID-19 pandemic. Hotel managers need to address changing customer expectations of service attributes to overcome unprecedented difficulties because of the limitations and new needs imposed during the pandemic. Originality/value This study contributes to the hospitality literature with an understanding of the significance of situational factors in asymmetric analysis.