A Study on the Moderating Effect of Service Quality on the Relationship between the Positive and Negative Customer Reviews and Customer Satisfaction−A Case Study of TripAdvisor

• Main Authors: Yi-Lin Tsai, 蔡伊琳
• Other Authors: Hsiu-Yuan Tsao
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/44202309542205000001

碩士 === 國立中興大學 === 行銷學系所 === 103 === With the development of Big Data, the marketing research and the technology development have new potential opportunities. The growth of Web2.0 is one of the reasons why data volumes keep surging, and contributes to the discussion of online customer research. Customers evaluate the product or service often depends on their satisfaction. Compare to the traditional way of measuring satisfaction, customer reviews are close to the customer real feelings. Past studies have shown that there are some relationship and influence between positive and negative emotions and satisfaction, but the relative to their influence has no consistent conclusions. However, according to expectation-disconfirmation theory can explain it. Sentiment analysis was applied to various fields of customer reviews, and had learned about customer’s thoughts and emotions. This study used polarity dataset v2.0 and AFINN to build the database and trained the model through Naive Bayes. In this study, we selected customer reviews total of 21 TripAdvisor’ hotels. This customer reviews totally contain 20996 sentences wrote by 3054 users. Finally, we used Pivot Analysis to calculate the sentiment scores and regression analysis.to get results. The results can be verified expectation-disconfirmation theory. When the hotel is high (low) quality, the degree of the negative (positive) reviews’ effect on satisfaction is higher than the positive (negative) reviews’. That is the moderating effect of service quality on the relationship between the positive and negative customer reviews and customer satisfaction.