An opinion-driven decision-support framework for benchmarking hotel service

Jaehun Park and Byung Kwon Lee

Omega, 2021, vol. 103, issue C

Abstract: Service-quality is a major determinant of tourists’ choice of hotel. Tourists are likely to refer to user-created online reviews on online forums and other social networks comprising critical text data resources that represent the service quality experienced. This study develops a decision-support framework for hotel managers to comprehensively estimate the degree of guest satisfaction (i.e., service-quality measure) together with benchmarking guidelines on service quality improvement. The decision-support framework facilitates the discovery of the most important service attributes from the online reviews of 52 five-star hotels in South Korea (data preprocessing component). It clusters the reviews according to the discovered service attributes and conducts sentiment analysis to estimate the magnitude of positive opinions (sentiment analysis component). Further, it applies an output-oriented data envelopment analysis to calculate the degree of guest satisfaction and service positioning for each hotel (benchmarking analysis component). The framework also investigates how the service quality of each hotel is associated with that of others in terms of each service attribute (quality association analysis component). The framework enables managers to comprehensively understand the achievement goals of service quality for the service attributes by means of online review data analytics and modeling.

Keywords: Sentiment analysis; Online review data analytics; Data envelopment analysis; Benchmarking strategies; Hotel service-quality; Guest satisfaction evaluation (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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DOI: 10.1016/j.omega.2021.102415

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