Abstract
Online reviews are the emotional expressions of customers after product or service experience. Compared with survey questionnaires, they can more truly reflect customers' perception of product or service. Therefore, combined with online reviews and importance-performance analysis (IPA), managers can make corresponding corporate strategic according to the priority of features. This research uses the Meituan.com hotel online reviews of budget hotels as an example. First, we uses natural language processing technology to preprocess online reviews, and uses K-means to build a feature lexicon. Second, based on the sentiment dictionary, we perform fine-grained sentiment analysis on “feature-view pairs” to obtain feature satisfaction scores. Third, combined with the revised IPA, we obtain implicitly derived importance, and then the priority of each feature improvement is determined. The conclusions show that (1) service, location, and price are the advantages of budget hotels. Managers should maintain a competitive advantage and ensure the supply of resources. (2) Catering and room facilities are the main disadvantages of budget hotels. Managers should improve these two features to improve customer satisfaction as soon as possible. This study implements the method of managing IPA through online reviews, which replaces the previous questionnaire method. At the same time, revised IPA provides more realistic and concrete reference for hotel managers when making decisions.
Highlights
With the rapid development and popularity of the Web 2.0 era, people are more inclined to post their ideas and interact on social platforms
Compared with the objective descriptions published by merchants, online customer reviews (OCRs) are derived from the emotional expression of consumers after the experience, so they are more trustworthy and persuasive, especially for experiential products
Marketing and economic theory [2] believe that products and services have multi-dimensional features, and consumers' preferences for each feature are different, so the degree of the emotional expression of each feature displayed in OCRs will be different
Summary
With the rapid development and popularity of the Web 2.0 era, people are more inclined to post their ideas and interact on social platforms. Summarizing the existing research, it is found that the researches on hotel satisfaction have been more in-depth, but most of them use questionnaires or directly use website numerical scores, and rarely analyze the text of OCRs. At present, the most widely used hotel satisfaction measurement model is importance-performance analysis (IPA), which was proposed by Martilla and James in 1977 [4], and has been widely used in many fields since . IPA mainly determines the improvement strategy to achieve the optimal use of resources by comparing the satisfaction and importance values of each feature. Xue Liu and Ning Zhang: Research on Customer Satisfaction of Budget Hotels Based on Revised IPA and Online Reviews used, it has certain defects [5]. According to revised IPA to acquire importance, the hotel features are judged through the IPA matrix figure, so as to provide more accurate and reasonable suggestions to the hotel industry
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