• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
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HOME > Archive > 2025 > Volume 13 Number 3 (2025) >
JOEBM 2025 Vol.13(3): 288-292
DOI: 10.18178/joebm.2025.13.3.880

Does Customer Satisfaction Lead to Repurchase Behavior? An Analysis of User Reviews on an Accommodation Booking Website

Atsushi Inuzuka
Nagoya University, Nagoya, Japan
Email: inu@soec.nagoya-u.ac.jp (A.I.)

Manuscript received March 5, 2025; accepted June 2, 2025; published August 4, 2025.

Abstract—The purpose of this study is to investigate the relationship between satisfaction and repurchase behavior by using reviews posted to Rakuten Travel, a major Japanese accommodation booking website. Although there are studies trying to investigate this relationship, most of them lack credibility because they use a subjective variable such as repurchase intention or loyalty instead of directly measuring customer repurchase behavior. The lack of evidence on the satisfaction-repurchase behavior motivated our study. Instead of taking a questionnaire method, we regarded the action of a customer reviewing the same accommodation more than once as a sign of their repurchase behavior. With the history of more than 4.6 million reviewers, we found that repurchase behavior tends to increase as customer satisfaction increases, but the relationship reaches a plateau after a certain point. Based on the facts, it is advised that satisfied customers should be the targets in terms of increasing repeat customers. It is also advised not to decrease (or retain) the satisfaction scores of customers who are only moderately satisfied.
 
Keywords—customer satisfaction, repurchase behavior, repeat reviewer, customer review

Cite: Atsushi Inuzuka, "Does Customer Satisfaction Lead to Repurchase Behavior? An Analysis of User Reviews on an Accommodation Booking Website," Journal of Economics, Business and Management, vol. 13, no. 3, pp. 288-292, 2025.

Copyright © 2025 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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