An examination of customer reviews for service process innovations: A study with respect to E-travel services

This study analyzed the online reviews of e-travel service customers for redesigning the service processes for better customer experience. The data for the study was customer reviews about online travel services shared in blogs and social media platforms. The general sentiments of the reviews were negative and significant areas of customer dissatisfaction were related booking procedures, refund policy, airlines ticket booking process, service quality of hotels in the e-travel service network. Redesigning service processes fall under ad-hoc innovations, which make the service offer more customer-oriented and capable addressing customer problems. Further, the research suggested major areas of process modification helpful in increasing positive reviews in the social media. An effective B2B enterprise resource planning (ERP) software connecting the demand side and supply side of the services and effective after sales process such as cancellation issues, rescheduling, miscommunication regarding flight changes, refund issues, etc. from partner firms may ensure customer experience optimization