“…Currently, the most innovative line of research, and which is offering more advances in the field, deals with understanding satisfied and dissatisfied customers through the use of new technologies as text‐mining approach (Berezina et al, 2016), brand‐image (Bakri, Krisjanous, & Richard, 2020), or self‐service technologies (Fan, Wu, Miao, & Mattila, 2020; Sangle‐Ferriere & Voyer, 2019). The amount of accessible information in some sectors, such as the hospitality sector, enables future researchers to continue the advances on the main aspects that influence consumer dissatisfaction, as well as its consequences.…”