Evaluating the Impact of High-Tech Features on Customer Satisfaction: Insights from Global Online Reviews

Abstract

This study examines how travelers perceive high-tech hotel features by analyzing online reviews. A mixed-method approach was employed, combining qualitative analysis using KH Coder for frequency and co-occurrence analysis with quantitative analysis using SPSS. The analysis identified four key dimensions of high-tech hotel features including experiences, tangibles, entertainment and facilities, which were further tested through regression analysis to evaluate their effects on satisfaction. Results revealed that experiences (β = -0.152, t = -12.258), tangibles (β = -0.183, t = -14.738), and facilities (β = -0.146, t = -11.759) negatively affected satisfaction, while entertainment (β = 0.015, t = 1.203) had a weak positive influence. Theoretically, this study challenges the common assumption in service quality theories that technological innovation automatically enhances satisfaction. It highlights the need to integrate emotional and experiential dimensions beyond functional and tangible aspects into hotel industry practices, aligning with the experience economy perspective. Practically, it emphasizes that technology should enhance, not replace basic services and human interaction, encouraging hotel managers to balance innovation with comfort, usability, and emotional engagement to strengthen overall customer satisfaction.