Research On Service Quality Management Of Online Accommodation Based On EWOM Text Mining

With the advantages of promoting the effective use of idle houses,reducing the cost of vacant houses and providing diversified and personalized accommodation services,online accommodation rapidly becomes popular all over the word.The growth stage of online accommodation platforms has changed from rapid expansion to stable development in the global market.It is crucial to solve service issues and improve service quality for the healthy development of the industry in future.Currently,online accommodation is facing serious service quality management issues in terms of listings' quality,hosts' quality,customers' safety,and platforms' cross-cultural operation and management.However,the evaluation methods of service quality in current studies need to be refined.The relationships between the service quality of online accommodation and the cultural distance factors are also not clear.How to scientifically evaluate the service quality of online accommodation,understand the service demand of customers and improve the ability of cross-cultural management has become an important research topic.This study takes Airbnb as an example to evaluate the service quality of online accommodation,explains the differences of service quality between Beijing and San Francisco from a cross-cultural perspective and provides propositions and inspirations for the service quality management of online accommodation.The main research contents of this study include:(1)Text mining of eWOM based on weakly supervised topic model.To solve the problem that service quality information is hidden in eWOM without labels,this study builds a weakly supervised topic model to extract the topics of eWOM text data and extracts the service quality information through presupposed seed words and extended seed words.(2)Service quality evaluation of online accommodation based on SERVQUAL.According to the results of topics extraction,this study makes sentiment analysis of the reviews and evaluates the service quality of online accommodation using the five dimensions of SERVQUAL,such as tangibility.(3)Difference analysis and cross-cultural explanation of online accommodation.This study analyzes the service quality of online accommodation platform from four perspectives: dimension difference,dynamic change,regional difference and individual difference.Based on Hofstede's theory of cultural distance,this study explains the relationship between cultural dimensions and service quality from four aspects: praise intention,attention tendency,tolerance tendency and praise tendency.(4)Finally,this study provides propositions and managerial implications for service quality management of online accommodation.The results show that:(1)the proposed method based on eWOM text mining is effective in evaluating the service quality of online accommodation.The service quality of online accommodation is different in dimensions,dynamics,regions and individuals.(2)Customers with “low power distance” cultural background are more willing to praise service quality.(3)Customers with “low uncertainty avoidance” cultural background care more about empathy,while customers with “high uncertainty avoidance” cultural background care more about assurance.(4)Customers with “long term orientation” or “individualism” cultural background have lower tolerance for tangibility,while customers with “short term orientation” or “high uncertainty avoidance” cultural background have lower tolerance for responsiveness.(5)Customers with “collectivism” cultural background have higher praise intention for empathy,while customers with “individualism” cultural background have higher praise intention for assurance.According to the results,the implications of service quality management are proposed from the perspective of service quality differences and cross-cultural management.This study fills the research gap of service quality evaluation and online accommodation service,contributes to the research results of cross-cultural service quality and provides important references for the cross-cultural service quality management of online accommodation.