EVALUATING CUSTOMER SATISFACTION THROUGH ONLINE REVIEWS AND RATINGS
Olivera Grljević, Teaching Assistant
University of Novi Sad, Faculty of Economics Subotica, Segedinski put 9-12, 24000 Subotica, Serbia
Zita Bošnjak, Full Professor
University of Novi Sad, Faculty of Economics Subotica, Segedinski put 9-12, 24000 Subotica, Serbia
DOI: https://doi.org/10.31410/tmt.2018.733
Olivera Grljević, Teaching Assistant
University of Novi Sad, Faculty of Economics Subotica, Segedinski put 9-12, 24000 Subotica, Serbia
Zita Bošnjak, Full Professor
University of Novi Sad, Faculty of Economics Subotica, Segedinski put 9-12, 24000 Subotica, Serbia
DOI: https://doi.org/10.31410/tmt.2018.733
3rd International Thematic Monograph - Thematic Proceedings: Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia; ISBN 978-86-80194-14-1; Editors: Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia
Abstract: Travelers nowadays express their opinions, feelings, or (dis)satisfaction on the Web through
reviews and ratings of hotels, restaurants, or other travel-related entities and services. The paper
proposes a novel approach to determining the sentiment orientation of reviews with attached average
numerical ratings, which usually convey both positive and negative sentiment. It is shown that the analysis
and comparison of subsets of reviews with the same attached mark in terms of writing style and
vocabulary can significantly reduce the size of reviews with biased sentiment polarity.
Keywords: sentiment analysis, opinion mining, hospitality and tourism, sentiment polarity, eWOM,
ranking on-line reviews
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