Analysis of Customer Satisfaction Levels in Five-Star Hotels Based on Online Customer Reviews

After a difficult 2.5-year fight against the Covid19 pandemic, the Indonesian hotel industry is displaying indications of recovery. In the face of increased competition, hotel managers are prioritizing their efforts to comprehend essential service aspects and key factors that impact how satisfied customers are. The rapid growth of the industry is propelled by advancements in online technology, specifically through the utilization of online travel agent (OTA) services such as Traveloka. These services allow customers to provide feedback on service quality and their overall hotel experiences. In the present day, online reviews have become crucial instruments for evaluating customer satisfaction with hotel services. Customer satisfaction is an important factor in determining revisit intention, consumer loyalty, and hotel company financial success. This study examines customer satisfaction at three five-star hotels in Bandung by employing sentiment analysis and topic modelling techniques on Traveloka's online reviews. The results show that most of the hotels have higher levels of positive sentiment in relation to outward appearance, staff, and environment. However, most hotels also display raised negative sentiment rates in relation to facilities, rooms, and price. The study recommends that hotels should optimize specific aspects that require improvement.