Abstract
Both researchers and practitioners have attached great importance to the measurement and evaluation of hotel customer satisfaction. However, there are several problems in the dimensions, methods and conclusions. Thus, it is urgent to standardize the theories, methods, and techniques. The purpose of this study is to propose a dynamic measurement and evaluation framework for hotel customer satisfaction through sentiment analysis on online reviews. The framework consists of five steps: (1)The corpus is obtained from online review sites; (2)From the perspective of managers, the useful texts are recognized; (3)Based on the useful texts, a three-layer index system is created; (4)The center term-based short sentence sentimental orientation (CTSSSO) algorithm is developed to compute emotional intensity, then dynamically measure the customer satisfaction; (5)The dynamic important performance competitor analysis (DIPCA) is adopted for dynamic evaluation of customer satisfaction.The feasibility of our framework was demonstrated through a case study on the online reviews of two five-star hotels.
Highlights
In recent years, China has seen a boom of hotel demand and a double-digit growth of the number of hotels
Research Design This paper presents a framework for dynamic measurement and evaluation of hotel customer satisfaction based on sentimental analysis of online reviews
Based on the results of topic extraction, phrase processing, and selection of subjective phrases, a three-layer index system was created for hotel customer satisfaction under the guidance of professional theories: the first layer contains the topics of k3 categories, the second layer contains n5 topic keywords, and the third layer contains the review phrases corresponding to the topic keywords, which are the basic unit of the measurement and evaluation of hotel customer satisfaction
Summary
China has seen a boom of hotel demand and a double-digit growth of the number of hotels. There is a declining trend in the recognition of hotels in more than half cities and provinces across the country (China Hospitality Association, 2019) This raises three important questions: Are the current index systems for customer satisfaction scientific and reasonable? Customer satisfaction is measured and evaluated through quantitative statistics and structural equation modeling (SEM), based on the data collected from questionnaire survey, interview, and case study This traditional strategy consumes lots of time and manpower, and yet outputs information of poor quality (Decker & Trusov, 2010; Groves, 2006). Online reviews are the real feelings expressed by hotel customers after consuming and experiencing products and services They are often considered as spontaneous and insightful feedbacks from customers. The feasibility of our framework was proved through case study
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