Research on Customer Satisfaction of Budget Hotels Based on Revised IPA and Online Reviews

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.