EXPLORING THE REPLICATION OF CUSTOMER ENGAGEMENT MEASUREMENTS USING TEXT INFORMATION IN THE HOTEL INDUSTRY
Global Marketing Conference
2023 Global Marketing Conference at Seoul
(2023.07)
pp.450-455
pp.450-455
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
This study examines the performance of a penalized neural network and the replication of a customer engagement survey scale with text information in the hotel industry. Although the empirical analysis shows highly accurate model performance only in the training sample, the results also clarify the issues of the engagement scale.
Author