基于在线评论的酒店顾客满意度研究——以南京市怡莱酒店为例

Research on Hotel Customer Satisfaction Based on Online Comments—Taking Nanjing Yilai Hotel as an Example

摘要: 如今国内网络点评覆盖范围越来越大，针对酒店行业，在线评论数据中包含了许多能够为酒店经营决策提供参考的信息。本文以南京市怡莱酒店作为研究对象，利用经过数据预处理后的怡莱酒店的在线评论信息，构建了与怡莱酒店相适应的顾客满意度指标体系，用层次分析法对指标的权重进行量化，通过模糊评价法对酒店进行了顾客满意度研究。研究结果表明，怡莱酒店的顾客总体满意度得分为69.222分，一级指标中硬件质量满意度得分最高，服务质量与位置的得分相对较低。通过分析各级指标满意度得分，为怡莱酒店从硬件质量、服务质量、酒店位置与营销宣传四个方面提供了具有针对性的改进建议。

Abstract: Nowadays, online reviews in China cover more and more areas. For the hotel industry, online review data contain a lot of information that can provide reference for hotel management decisions. This article takes Nanjing Yilai Hotelas the research object, use after data preprocessing, the yilai hotel online reviews information, constructed with Yilai Hotel that meets the needs of the customer satis-faction index system, using analytic hierarchy process to quantify the index weight, by fuzzy evalua-tion method to the hotel to the study of customer satisfaction. The research results show that the overall customer satisfaction score of Yilai Hotel is 69.222 points. Among the first-level indicators, the satisfaction score of hardware quality is the highest, while the score of service quality and loca-tion is relatively low. By analyzing the satisfaction scores of various indexes, this paper provides targeted improvement suggestions for Yilai Hotel from four aspects: hardware quality, service qual-ity, hotel location and marketing publicity.