Investigating Key Attributes in Experience and Satisfaction of Hotel Customer Using Online Review Data
Investigating Key Attributes in Experience and Satisfaction of Hotel Customer Using Online Review Data
复制标题
DOI：
10.3390/su11236570
复制
发表时间：
2019-12-01
期刊：
影响因子：
3.9
通讯作者：
Kim, Hak-Seon
中科院分区：
文献类型：
--
作者：
Ban, Hyun-Jeong;Choi, Hayeon;Kim, Hak-Seon
随着社交媒体的发展，顾客正在分享他们的体验，并以在线评论的形式迅速传播。这就是为什么在线评论已经成为影响顾客购买意愿和行为的重要信息源。因此，了解在线评论中显示的客户体验对于保持可持续的客户满意度和忠诚度非常重要。本研究的目的是调查什么是关键属性以及这些关键属性的结构关系。为了实现这一目的，我们从 Google (google.com) 收集了总共 6596 条酒店评论。使用文本挖掘进行频率分析，以找出最常提到的属性。此外，还应用语义网络分析、因子分析和回归分析来了解酒店顾客的体验和满意度。结果，排名前 99 的关键词被分为“无形服务”、“物理环境”、“目的”和“位置”等四组。因子分析将原来的64个关键词降维为22个关键词，并将其分为五个因子，分别是“Access”、“F&B（食品和饮料）”、“Purpose”、“Tangibles”和“Empathy”。基于这些结果，提出了可持续酒店营销策略的理论和实践意义。
With the development of social media, customers are sharing their experiences, and it is rapidly spreading as a form of online review. That is why the online review has become a significant information source affecting customers' purchase intention and behavior. Therefore, it is important to understand the customer's experience shown in the online review in order to maintain sustainable customer satisfaction and loyalty. The purpose of this study is to investigate what are the key attributes and the structural relationship of those key attributes. To accomplish this purpose, a total of 6596 hotel reviews were collected from Google (google.com). A frequency analysis using text mining was performed to figure out the most frequently mentioned attributes. In addition, semantic network analysis, factor analysis, and regression analysis were applied to understand the experience and satisfaction of the hotel customer. As a result, the top 99 keywords were divided into four groups such as "Intangible Service", "Physical Environment", "Purpose", and "Location". The factor analysis reduced the dimension of the original 64 keywords to 22 keywords, and grouped them into five factors, which are "Access", "F&B (Food and Beverage)", "Purpose", "Tangibles", and "Empathy". Based on these results, theoretical and practical implications for sustainable hotel marketing strategies are suggested.