Abstract
With the improvements in per capita disposable income, and an increase in work-related pressure, demand for leisure consumption such as foot bath spas is constantly increasing. Analysis of leisure consumption sentiment is of great importance for the leisure service industry—to meet customer needs, improve service quality and improve customer relationship management. However, traditional sentiment analysis approaches only aimed to ascertain the overall sentiment of the customer, which is less effective for analyzing customer satisfaction on account of customer size, different customer locations, and different leisure holidays. Sentiment analysis via online reviews can assist different businesses, including foot bath spa services, to better inform the development of customer segmentation strategies and ensure optimal customer relationship management. Hence, the objective of this paper is to explore foot bath spa leisure consumption sentiment towards different holidays and different cities by applying data mining via online reviews, so as to help optimize customer segmentation. A novel general framework and related sentiment analysis methods were proposed and then conducted through a collection of datasets from customers’ textual reviews of foot bath spa merchants in three cities in China on the Meituan social media platform. Findings confirm that the proposed general framework and methods can be used to gain insights into the swing characteristics of sentiment towards different holidays and different cities, to better develop customer segmentation according to the city-holiday emoticon face patterns obtained through sentiment tendency analysis from online social media review data. The study results can help to develop better customer and marketing strategies, thereby creating sustainable competitive advantages, and can be extended to other fields to support sustainable development.
Highlights
Introduction published maps and institutional affilIn recent years, with the improvements in living standards as well as the increase in disposable material wealth, there is an increase in leisure consumption
To address the above research questions, from the perspective of foot bath spa businesses, this study proposed a novel general framework and related sentiment analysis methods to explore leisure consumption sentiment towards different holidays and different cities, in which online review data from the Meituan social media platform are utilized to find swing characteristics of sentiment to support developing a new customer segmentation strategy for customers
This paper presents an effort to improve segmentation and customer relationship management by applying sentiment analysis via customer segmentation and customer relationship applying sentiment online reviews
Summary
With the improvements in living standards as well as the increase in disposable material wealth, there is an increase in leisure consumption. The increase in work- and life-related stress has led people to take time for leisure activities in order to relieve fatigue and relax. Foot bath spas, including foot baths, tuina, and massage spas, are an excellent way to relax the body and mind, improve sleep quality, and reduce tiredness. Foot bath spas are a popular spa project among Chinese people, especially those who are under pressure from work and life. As a significant sector of leisure consumption, the spa industry has attracted great attention. The spa industry was hit hard during the COVID-19 pandemic, a report by the Global Wellness Institute indicates that the industry is expected to recover fast, with the market hypothesized to grow by 17%
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