Research Of Hotel Customer Satisfaction Evaluation And Factors

In recent years,the development of the Internet has brought earth-shaking changes to the world.Along with that,e-commerce industry came into the public view and has constantly change people’s living habits.The O2O(Online To Offline)business model has also had a huge impact on consumers’ consumption habits and corporate development concepts.Among them,the online hotel reservation market has also mushroomed rapidly like bamboo shoots after a spring rain,and consumers can make online hotel reservations on mobile phones,computers and other mobile terminals.Customer reviews are transparent platform information,which are disseminative and open.They can reveal the emotional inclination and satisfaction degree of customers,thus affecting the booking decisions of potential consumers,and even the daily operation of the hotel.Hotel operators can use the comments to find out which aspects of the general public are most valued,and then make improvements.However,a large amount of comment data cannot be analyzed by manual reading.How to use text mining technology to select important factors in customer satisfaction is the problem studied in this article.This article uses the web crawler method to get the customers’ comment text of hotels on Ctrip.com including consumer’s judging scores,travel destinations,check-in time and other relative information.Before extracting the keyword of all comment,the emotional classification is judged and the general emotional tendency is evaluated.The paper uses tf-idf method to extract 69 words which are most important.Combined with the the method of Word2 vec,the eight influencing factors which affect customers’ satisfaction are obtained.After the index system is constructed.,then the comment and score is transfered into SQL Server platform to calculate the weight set by using membership matrix fuzzy comprehensive evaluation method.The customer satisfaction scores of different influencing factors are calculated and compared.Finally,this index system is used to compare and analyze whether there is a difference in the customers’ satisfaction between different hotels and customers with different travel purposes.The research results show that consumers pay much attention to the eight aspects of the hotel as follows,in order of the amount of influence: geographical location,catering,sanitary condition,services,facilities,decoration,price,daily necessities.This paper obtains the overall satisfaction score of all comments by calculating the importance of different influencing factors,indicating that most consumers feel their consumption experience is quite pleasant.They feel most satisfied with the location and decoration style of the hotel,but there are still many bad reviews in the daily necessities like sheets,quilts,toiletries,etc.,so as in the sanitary condition of room and staff services.Hotel operators should pay more attention to these aspects and make improvements.The innovation of this paper lies in the further application of the calculated influencing factor indicator system to explore the details of different hotel grades and user characteristics.According to the research,there is a significant difference in customer satisfaction degree between different star-rated hotels.Whilethere is no significant difference in the satisfaction degree of consumers with different travel purposes.Those conclusions can provide theoretical support for economic hotels and deluxe hotels to identify their marketing position respectively.Also,these hotels can make best use of the advantages and bypass the disadvantages to promote themselves.