Dynamic Measurement and Evaluation of Hotel Customer Satisfaction Through Sentiment Analysis on Online Reviews

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.