Research On The Impact Of Dynamic Pricing On Hotel Customer Satisfaction

Due to the limited tracking ability of customers' information,enterprises faced significant costs in adjusting prices.Now,under the influence of the Internet and new technologies,hotel can frequently adjust price through travel e-commerce platforms.At the same time,there are more and more channels for customers to obtain price information.This breaks the previous logic of price movement accepted by customers,such as “the relationship between supply and demand” or “seasonal price adjustments”,which is bound to have an impact on hotel customer satisfaction.However,most of the research on dynamic pricing has focused on the first decade of this century,when dynamic pricing was just emerging.The development of the Internet was still in the PC stage,and it had not yet entered the era of mobile.And then,the interaction between enterprises and customers was not frequent.Most researches have discussed the advantages of dynamic pricing and its influence on customers' purchase intention,or the formulation of the optimal price model and the development of instrumental technologies.They have not paid much attention to customer feedback,and have not conducted researches on the level of customer satisfaction.In addition,the researches on dynamic pricing and customer perception are mostly conducted by questionnaire survey,and few are combined with Internet situation.As one of the early industries to implement dynamic pricing,hotels are more typical.Moreover,with the development of tourism e-commerce,customers can make real-time reviews through online platforms to express their real experience and emotion.This thesis will focus on the response of customers to dynamic pricing in the background of Internet.Through online reviews of hotels,this thesis will discuss the impact of dynamic pricing on hotel customer satisfaction from both quantitative and qualitative aspects,mainly based on quantitative analysis and supplemented by qualitative analysis.Taking 2483 data of Ctrip hotel online reviews as samples,this thesis conducts an orderly logistic regression of numerical ratings in online reviews to verify the relationship between dynamic pricing and hotel customer satisfaction,and further verifies the mediating effect of customer emotion,the moderating effect of hotel star rating and customer experience.For text data,content analysis is carried out.And word frequency analysis is used to calculate high frequency words in text content.The social semantic network is used to analyze the rules and characteristics of word frequency so as to discover the relationship between semantics.The use of sentiment analysis to obtain the text of the sentimental tendency and distribution,in order to supplement the impact of dynamic pricing on customer perception.Finally,this thesis puts forward the corresponding suggestions to improve the hospitality management.The results of ordinal logistic regression show that,firstly,dynamic pricing has a significant negative effect on hotel customer satisfaction.Secondly,customer emotion plays a significant role as a mediation effect in the influence of dynamic pricing on hotel customer satisfaction.And dynamic pricing negatively influences customer emotion,while customer emotion positively influences hotel customer satisfaction.Third,hotel star rating plays a significant role as a moderating effect in dynamic pricing on customer satisfaction.And with the improvement of hotel rating,the negative impact of dynamic pricing on hotel customer satisfaction is increasing.Fourth,customer experience plays a significant moderating role in the impact of dynamic pricing on hotel customer satisfaction,and with the increase of customer experience,the negative impact of dynamic pricing on hotel customer satisfaction decreasing.The results of content analysis show that:(1)The word frequency analysis results show that the high-frequency words focus on dynamic pricing,emotion and customer behavior.The high-frequency words of dynamic pricing focus on expressing the specific phenomenon of price change,while the high-frequency words of emotion are mainly negative emotion words,while the high-frequency words of customer behavior are mainly adverse corporate words.(2)In the analysis of social semantic network,it generally presents a hierarchical structure of "core layer--sub-core layer--marginal layer".Among that,"hotel" and "room rate" constitute the core layer.The sub-core layer is mainly composed of dynamic pricing words,while the marginal layer is composed of customer emotion and post-purchase behavior words.In addition,compared with reviews with low frequency of dynamic pricing,the social semantic network of reviews with high frequency of dynamic pricing more reflects the management problems of the hotel.(3)Sentiment analysis results show that the negative emotion is dominated,followed by positive emotion,finally is neutral emotion.In addition,it was found that online reviews with a high frequency of dynamic pricing tended to be more negative.