The document analyzes customer reviews of the Ikos Aria hotel in Greece to understand customer satisfaction. It identifies four major themes in the reviews: environment, services, staff & management, and suggestions & recommendations. Analysis of the 20 most recent reviews found that customers were most satisfied with the staff's friendliness and hospitality, the beautiful beach views, and high-quality food. The document uses word clouds and coding hierarchies to visualize themes in the reviews. It concludes that customers' satisfaction with the hotel's services, environment, and staff will benefit its business and recommends expanding the analysis to more hotels for comparison.

1. 1
Customer satisfaction with hotel services: A case study of the Ikos Aria
Introduction
The hotel “Ikos Aria” was selected based on its ranking on TripAdvisor. It is the second most
recommended hotel on TripAdvisor situated on the southwest coast of Kos Island. It is a mixed
contemporary kind of hotel. It serves traditional and modern manners. It is a five-star classy
hotel with a bundle of free services. This location is perfect for holidays. It includes a mountain
view, ocean view, and pool view.
Positioning Statement
The objective of this analysis was to quantify customer satisfaction with the top-class hotel on
TripAdvisor. What are the main featuring elements and services focused on by the customer?
How these hotel characteristics influenced the customers’ satisfaction. What is the most
common quality of services reviewed by customers? To answer these questions, a qualitative
investigation has been done. 2nd
rank hotel is selected purposefully to highlight the most
prominent services as it is beneficial to understand customers’ priorities during hotel visits.
Customer services are turned out the leading character in the hotel industry (Al Ababneh, 2017;
Bhuian, 2021). While customers’ online reviews affected the competitive environment and
image of the hotel (Mohamad, 2017). Today, customers hold the habit to pre-judge hotel
services through online ratings, reviews, and recommendations. Keeping this scenario, the
present qualitative analysis has been done.
Analysis
There were 1917 reviews about Ikos Aria. Only the latest 20 reviews were selected for content
analysis. The present study presented the reviews of customers who visited Ikos Aria more than
1 time since 2021. A qualitative inquiry was adopted to analyse the gathered information. An
inductive approach was employed to identify major codes for this study (Lu, et l., 2015; Maroco
& Maroco, 2013). All the transcripts were used for inductive qualitative analysis. The data
were organized, coded, analyse, and visualise through NVivo version 12. A thematic analysis
technique was employed in this inquiry. The analysis is visualized through the queries of word
cloud frequency, a hierarchy of codes, matrix coding, and project mapping. The results are
presented on the following pages. There were four major codes based on customer reviews.
The following table presents the parent and child codes developed by the investigator:

2. 2
Environment Services Staff &
Management
Suggestions &
Recommendations
Beach view Fabulous food Communication More Security
Cleanliness Good Beverage Grateful &
Welcoming
Olivia
Family
environment
Live music Hospitable Rebooking
Mini Cooper Luxury rooms Housekeeping Re-visit
Pool Movie theatre Professional
Manager
Try Deluxe
Spa & Sauna Pick & Drop Quick service
Sport area Quality
accommodation
Security
Tennis court Sea Cruise
Yoga place
Figure 1
Word Cloud

3. 3
Figure 1 presents the query of word cloud frequency on all the words with a minimum of 3
repetitions. The greater number of frequencies was highlighted through the biggest size of the
word. It can be observed that the words stay (at Ikos Aria), helpful (staff), room services,
amazing (environment), special, time spending, resort, pool, and location have frequently been
used words in the reviews.
Figure 2
Text Search Query based on the word “Good”
The analyst used the first query “value of money”, second “happiness”, and third quality. After
the identification of limited or less hierarchy, the word query “Good” was used. The result
preview explained most of the reviews in a positive and satisfactory manner. It led me to adopt
positive coding development for Ikos Aria.

4. 4
Figure 3
Hierarchy Chart of Coded compared by the number of references
Figure 3 explains the compared number of coded references for the content of memes based on
parent and child themes. The greater content found in memes was associated with staff &
management, and services. The visualization of the complete coding hierarchy is presented in
figure 3. The child code “grateful and welcoming” staff and “fabulous food” became the largest
coverage content areas. This coding hierarchy explains the content coverage of themes. The
reviewers mentioned these elements most of the time in comparison to others. The child nodes
“security”, “yoga place”, and “sea cruise” were the least factor that was discussed by the
reviewers.

5. 5
Figure 4
Customers Satisfaction with Services at Ikos Aria
Figure 4 explains customers’ satisfaction with services provided by the hotel Ikos Aria. The
visualisation highlights that the reviewers were satisfied with the food quality and good range
of beverages. While the least attractive service was the movie theatre the views of the reviewers
were.
Figure 5
Customers Satisfaction with the Environment at Ikos Aria

6. 6
Figure 5 states the environment at Ikos Aria from the views of the reviewer. The reviewers
mentioned the beach view location as the best opportunity at Ikos Aria. After that, the outdoor
and indoor pool facility, sports area (including water sports), and spa and sauna made the hotel
environment very satisfying. Only a single reviewer discussed the mini cooper facility.
Figure 6
Customers Satisfaction with Staff and Management at Ikos Aria
Figure 6 highlights the customers’ satisfaction with the staff and management of Ikos Aria.
Almost all the reviewers mentioned that the staff was grateful and welcoming at the time of
their visit. They mentioned the staff’s hospitality by using their name. their top admired
characteristics were a grateful and welcoming attitude, hospitable environment, professional
manager, communication level, and quick responsive services.

7. 7
Figure 7
Customers’ suggestions and recommendations for Ikos Aria visit
It is identified that the majority of the costumers’ suggested that a visit to Ikso Aria will
encourage them to re-visit the place. They recommended deluxe and Olivia to others. While
only a single reviewer added security concerns and suggested better safety measures for Ikso
Aria. Most of the reviewers stated that the rebook of Ikos Aria is for upcoming years.
Limitations
The hotel industry is depending on customers’ satisfaction and loyalty to their business. The
maximum satisfaction with the services, environment, management and facilities profited the
business the most Lu et al., 2015). It should be better to extend the customers’ reviews if digital
marketing matters in the industry. While this study was delimited to the top luxury hotel Ikos
Aria only. The results of this study were related to the most recent reviews for Ikos Aria only.
The interpretation may have some limitations to these reviewers only.
Recommendations
It is recommended that a comparative analysis should be employed to understand the quality-
of-service satisfaction provided by the Ikos Aria with the other top-ranked hotels. Further, the
extension of reviews by the customer may explore more clarity about customer satisfaction
with hotel services and staffing (Ginting, 2018).

8. 8
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