Customer Perceived Value Improvement using Text Analytics for Hotel Grand Tjokro Premiere Bandung

Hotel Grand Tjokro Premiere Bandung is one of the famous four-star hotel in Bandung and has been part of SAS Hospitality Group which manage 7 hotels in Indonesia. Hotel Grand Tjokro has won several hotel awards, one of them was “The Best Hotel Restaurant/Kitchen” in 2017. It has been operating in Bandung since 2017, occupied the same building of previous hotel, Clarity Hotel in Cihampelas area. It was also awarded as one of the best hotel in Bandung, according to one of famous hotel booking portal customer rankings. But as the hotel competition become tougher year after year, Hotel Grand Tjokro experiencing the significant decline in hotel ranking according to customer ranked hotel at Trip Advisor website. This declining ranking will indirectly influence the customer consideration to stay. There are several things need more attention to overcome this negative trends. If we look deeper at the customer reviews, we can derived from the customer’s perspective, a number of values that customer point out in their reviews. Hotel customers always concerned more about service quality and hotel facilities. Other things they consider are hotel location and room price. They usually require for example comfort room, swimming pool, and good taste of breakfast,. If they already considered some hotels, usually they will sort it by price. In order to deeply analyze customer reviews, the author will use the Sentiment Analysis and Scoring for the Customer Perceive Value (CPV) identified from the customer reviews. The Author will also use the Text Analytics Solution Framework to get the final result of the analysis. Based on the Customer Perceive Value (CPV) score and compared it with the other hotel’s values, the Author provide a recommendation to improve the less Customer Perceive Value. By increasing this customer values, customer will get the better experience and have less complaint in their reviews. If Hotel Grand Tjokro can get a better reviews compared to other hotels, it will get a higher hotel rank and will influence more customer to stay.Keywords: Customer Reviews, Customer Perceive Value, Text Analytics, Sentiment Analysis