Classifying Different Levels of Customer Satisfaction With Vietnamese Hotel Services by Analyzing Customer Feedback

The development of online booking systems has created information platforms for sharing customers when choosing a destination. Mining this information helps to understand the customer's experience and measure customer satisfaction with hotel services. Recent studies used this approach with machine learning or language models to mine the data generated by customers on the internet. However, this approach still has some limits when wanting to understand more customer insight. This article uses linguistics rules to measure customer satisfaction by combining aspects and polarity words. In the first step, the dataset with 21,196 reviews on seven main cities in Vietnam was collected from TripAdvisor. Next, the study developed a series of formulas to measure customer satisfaction with Vietnamese hotel service aspects based on inferential statistics and linguistic rules. Python's VADER library was used to measure overall customer satisfaction for Vietnamese hotels. In the final step, by language analysis, the authors calculate and grade the satisfaction score with hotel aspects from 1 to 5. Moreover, the study discovered the negative aspects of positive reviews, while previous studies were rarely mentioned.