Affiliations: [a] Department of Marketing Communication, School of Media Studies & Humanities, Zhejiang University City College, Hangzhou, China
| [b] Computer College, Hangzhou DianZi University, Hangzhou, China
Correspondence:
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Corresponding author. Jia Zhou, Department of Marketing Communication, School of Media Studies & Humanities, Zhejiang University City College, Hangzhou, China. E-mail: zhoujia@zucc.edu.cn.
Abstract: User generated content on web serves as a valuable source of information for both companies and consumers. Scholars have analyzed emotional polarity of the reviews to study customer satisfaction, but the dominant factors are not explained accurately by numerical ratings solo and the simplistic-categories of emotional polarity. This paper investigates the service attributes and detailed emotions effecting consumer satisfaction using deep learning, to explore how consumption satisfaction is influenced by emotions and what factors arouse the certain emotion. First, more than 120,000 online hotel reviews related were retrieved. Second, a novel and dataset-based seven-dimensional evaluation system, applying the BERT model was proposed. This solves the problem of polysemous words, and can more accurately reflect the service attributes consumers really care about. In particular, the analysis reveals that the overall consumer satisfaction is affected by key service attributes including service, cleanliness, equipment, price, location, internet and catering, among which the cleanliness attributes has the greatest impact. Lastly, the latest Kismet emotional recognition method was adopted to effectively identify the emotional polarity and 11 detailed emotions. The regression relationship between emotion and overall satisfaction was also verified, which enabled a more accurate analysis for consumption emotions and satisfaction.
Keywords: User generated content, service attributes, hotels, sentiment analysis, consumer satisfaction
