以內容分析法從線上評論探索豪華旅館顧客滿意度
– 以台北與上海為例

本研究旨在從線上評論探索豪華旅館顧客滿意度。然而，使用消費者線上評論探索豪華旅館顧客滿意度之相關研究相當缺乏;因此，本研究採用內容分析法以TripAdvisor平台上的文本內容為樣本，並採量化與質性分析萃取消費者對台北、上海兩地豪華旅館的線上評論，進行關鍵語詞相關詞彙出現頻率統計及正負情感分析，利用IPA分析、綜合比較分析P/N值及文字雲，分析「人的服務」、「消費物件」及「空間環境」、「知覺價值」4大構面及14個子構面包括服務態度、專業服務、服務效率、地理位置、房浴空間、環境氛圍、飯店設施、品牌形象、餐食飲品、房浴備品、再購意願、價值評估、推薦行為、附加價值等。收集由2017年1月至2018年3月台北、上海各前三大評論則數超過1200則以上的兩地豪華旅館各三家，取最新評論300則6家共1800則，總字數共約25萬2千8百多字中文寫成。根據研究結果顯示台北、上海兩地的豪華旅館給予顧客滿意度最高的構面是「人的服務」其次是「空間環境」。本研究從中找出各構面優先改善次序、體現隱藏問題及消費習性，可提供給業者建議和參考，以利做好顧客關係管理，讓兩地業者的服務更貼近消費者的需求。

關鍵字

內容分析；線上評論；網路口碑；顧客滿意度

並列摘要

This research aims to explore customer satisfaction of luxury hotels from online reviews.However, the use of traveler online reviews to explore the relevance of customer satisfaction in luxury hotels is quite lacking. Thus, In this study the content analysis method was used to sample the text content on the trip-advisor platform and the quantitative was adopted to extract the consumer’s online comments on the luxury hotels on both sides of Taipei and Shanghai. To carry out the frequency statistics and positive, negative emotion analysis of the key words and expressions, analysis the P / N value, and the text cloud by using IPA analysis ,analyze the“human service ”、“ consumption objet ”、“space environment ”、“the perceptual value ”4 the large construction and the 14 sub dimensions. Including service attitude, profession service, service efficiency, geographical location、room space、derivative value (additional value)…….so on.By collecting from January 2017 to March 2018 Taipei, Shanghai, the first three major reviews of more than 1200 of the two cross-strait luxury hotels each for three, with the latest 300 comments, and for 6 hotels total for 1800 comments, the whole numbers of words about 252800 characters written in Chinese.According to the results of the study, the luxury hotels on both sides of Taipei and Shanghai offer the highest customer satisfaction “human service” and ”space environment”. In this research, we find out the order of priority improvement, hidden problems and consumption habits, provide suggestions and reference to the operators so as to make a great customer relationship management , so that the service of two dealer is closer to the demand of customers.