온라인 호텔 리뷰 분석을 통한 긍·부정 집단의 고객만족 요인분석
Exploring Customer Satisfaction Factors by using Hotel Review Data Analysis
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초록
This study aims to analyze the difference of hotel service quality factors between high-level and low-level satisfaction groups. Online hotel reviews was used as big data. Customers' review(text) and rating information of luxury hotels were collected from an OTA site. A total of 22,408 reviews were collected. Review data were divided into high-level and low-level satisfaction groups according to rating level. LDA topic modeling was used to extract magnificent topics from online reviews. As findings, four main topics including five keywords about were extracted from the reviews of high and low-level satisfaction groups. Regarding high-level satisfaction group, three topics about staff kindness and one topic of accessibility and facility convenience were found. On the contrary, 'cost effectiveness', 'facility cleaness', 'room cleaness', and 'subsidiary facility service' were mainly extracted from the reviews of low-level satisfaction group. Based on findings, differentiated strategies to increase customers' satisfaction level were discussed.
Abstract
This study aims to analyze the difference of hotel service quality factors between high-level and low-level satisfaction groups. Online hotel reviews was used as big data. Customers' review(text) and rating information of luxury hotels were collected from an OTA site. A total of 22,408 reviews were collected. Review data were divided into high-level and low-level satisfaction groups according to rating level. LDA topic modeling was used to extract magnificent topics from online reviews. As findings, four main topics including five keywords about were extracted from the reviews of high and low-level satisfaction groups. Regarding high-level satisfaction group, three topics about staff kindness and one topic of accessibility and facility convenience were found. On the contrary, 'cost effectiveness', 'facility cleaness', 'room cleaness', and 'subsidiary facility service' were mainly extracted from the reviews of low-level satisfaction group. Based on findings, differentiated strategies to increase customers' satisfaction level were discussed.
참고문헌 (29)
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