Factors predicting customer satisfaction in online hotel booking using machine learning technique: evidence from developing countries

This paper predicts and documents the determinants of customer satisfaction in online hotel booking for the foreign tourists in developing countries. The data was taken from the customer web-based reviews and comments. The study forecasts customer satisfaction by comparing logistic model with artificial neural network (ANN) in terms of prediction accuracy. In case of both datasets, i.e., training and testing, ANN outperformed the logistic regression model in terms of prediction. In other words, ANN is more robust in terms of prediction as compared to logistic regression model. Furthermore, empirical results depict that rental price, staff performance, location, services quality, and rating are the significant tools to maximise customer satisfaction. Hotel authorities in developing countries need to focus on these factors where customer feedback may play a significant role implementing the best services of hotels. These incentives will help to increase the booking incentives and ensure sufficient revenues for hotel industry of developing nations. © 2023 Inderscience Enterprises Ltd.