基于网络差评的酒店顾客满意度提升研究

Research on Hotel Customer Satisfaction Enhancement Based on Internet Negative Review

"互联网+"时代网络评价成为影响顾客决策的重要因素。顾客在做出是否选择酒店入住决策之前,会参考网站评论,其中差评的存在使得顾客决策受到影响。选择合肥、上海、青岛的三类酒店,调查其顾客在美团网、大众点评网上的评价,并将差评信息进行统计,提炼出顾客评价差的因素,并计算其各自权重,由此推算出某一类酒店的单项因素满意度。顾客差评的关注点主要集中在卫生和饮食方面,依据此,提出提升服务质量,改善卫生条件,提高菜肴品质等措施,以提升顾客满意度。

In the internet ＋ era,evaluation of services and products via network has become an important factor affecting customer decision-making. Before making a decision on whether to choose a hotel,the customer will refer to reviews on the website. Network bad review will affect the customer＇s decision most. In this research,three types of hotels in Hefei,Shanghai,and Qingdao were selected to investigate the reviews about their services on Meituan and the Public Comment Online,and data about network bad review were collected to find out weights of the causing factors for the bad reviews. In this way,customer satisfaction for the type of hotel＇s service in term of individual factors can be deducted. Bad reviews are mainly about sanitary condition and foods. Based on this conclusion,it is suggested that measures like improving service quality,improving sanity condition and the quality of dishes should be taken to win customer satisfaction.