臺灣博碩士論文加值系統

在技術的飛速發展中，自助旅行已成為當今的趨勢，人們只需點擊網站，客戶就可以輕鬆訪問廣泛的信息以做出決定。傳統上分析客戶意見的大多數方法都是基於客戶調查來獲得他們對產品或服務的響應。近年來，越來越多的客戶強烈傾向於在社交媒體上發表意見或在網站上留下評論。因此，詳細客戶體驗的數量成倍增加，這使得對這些大量數據進行建立模型和分析對於某些公司而言成為一個大問題。在理論研究和實際應用中，如何應用大數據技術來理解客戶行為已漸漸被納入考量。本文研究了將大數據應用於客戶行為分析，主要是使用情感分析通過客戶在網站上的評論來閱讀客戶的意見，且介紹了分析越南會安酒店顧客評論的案例研究。這項研究的結果顯示大多數豪華酒店都會收到兩種顧客反饋：正面或負面（無中立評論）。因為酒店的高質量服務，所以良好的評價遠遠超過不良的評價。此外，本研究以大數觀點分析了酒店，可能遇到的機遇和挑戰並加入了綜合觀點。

In the rapid development of technology, self-service travel has already become a trend nowadays. By one click on the website, customers can easily access the extensive information to make a decision. The majority of the traditional way to analyze customers' opinion is based on the customer survey to attain their response to the products/services. More and more customers are strongly inclined to express their opinions on social media or leave reviews on the website in recent years. Therefore, the amount of detailed customers' experiences has increased exponentially; this makes the modeling and analyzing those massive data become a big problem for some companies. Applying Big Data techniques in understanding customer behavior is increasingly taken into consideration in theoretical research and practical applications. This paper investigates the role of Big Data application in customer behavior analysis, mainly using sentiment analytics to read the customer's intend through their reviews on the website. The case study of analysis Hoi An hotels (Vietnam) customers' reviews are presented. The findings of this study are that most of the luxury hotels would receive two kinds of customer responses: positive or negative (no neutral reviews). The good reviews are much more than bad reviews due to the hotel's high-quality service. Moreover, the study provides an in-depth integrated view of Big Data in its opportunities and challenges that hotels might encounter.

摘要....................................................................i
Abstract................................................................ii
Acknowledgments.........................................................iii
Tables of Contents..................................................................iv
List of Tables....................................................................vi
List of Figures..................................................................vii
Chapter 1 Introduction 1
1.1 Research background.......................1
1.2 Problem statement.......................4
1.3 Research objectives.......................4
1.4 Research Framework.......................5
Chapter 2 Literature Review.......................7
2.1 The basic concepts.......................7
2.1.1 Big data and its opportunities, challenges 7
2.1.2 Customer behavior.......................9
2.2 Related study reviews....................... 11
2.3 Social media analytics and Sentiment analysis....................... 13
Chapter 3 Methodology .......................16
3.1 Research design.......................16
3.2 Research process....................... 17
3.3 Data collection....................... 17
3.4 Techniques route research....................... 17
3.5 Research coding explanation....................... 19
3.5.1 Scrape reviews....................... 19
3.5.2 Cleaning data....................... 19
3.5.3 Sentiment analysis.......................20
3.5.4 Testing the precision and accuracy....................... 21
Chapter 4 Results 22
Chapter 5 Conclusions and Recommendations 28
5.1 Research Contributions....................... 28
5.1.1 Big data role in marketing and customer behavior management.... 28
5.1.2 Hoi An hotels customers feedback analysis........29
5.2 Practical Implications.......................31
5.3 Limitations and Suggestions.......................32
References......................................................................................................34
Appendix........................................................................................................39

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