Wei Fu

Casinos contribute huge sums of tax revenues to local government, and influence the local economy greatly. Customer satisfaction of casino hotels is a key factor that affects overnight customers, when evaluating the casino as a whole. To find out the determinants of customer satisfaction, along with the relationship between the key factors, this study is based on 2897 reviews, focusing on casino hotels in the Busan area, and performs a series analysis. First, text mining techniques are utilized, in order to elucidate which words were mentioned most often in online reviews. Furthermore, the semantic network method as well as factor and regression analysis were conducted. According to the findings, the top 70 ranked keywords are grouped into four clusters: “Entertainment”, “Service”, “Facilities”, and “Atmosphere”. The results of exploratory factor analysis are grouped in five factors: “Location”, “Outdoor Facilities”, ”Indoor Facilities”, “Services”, and “Entertainment”. Within these five factors, “Location” and “Outdoor Facilities” showed significantly positive impact on customer satisfaction, while “Indoor Facilities” and “Entertainment” have a significant negative influence on customer satisfaction. As a result of these findings, theoretical suggestions and practical recommendations have been made, for helping to launch the future marketing strategies of Busan casino hotels.

With the growth of internet technology, customers are sharing up their experiences. Hence, these types of customer experiences are spreading rapidly as a source of online reviews. For this reason, online reviews have become a critical source of information that influences customers’ purchase intentions and behavior. Thus, businesses should monitor online reviews to understand the customer experience and increase customer satisfaction and loyalty. This study attempts to identify essential characteristics for positive online reviews of wine bars and examine the structural relationships of these attributes. To accomplish this purpose, a total of 1,337 online reviews were collected from Google Travel and analyzed. The frequency analysis was performed using text mining to determine the most frequently referred to attributes, and the semantic network analysis, factor analysis, and regression analysis were conducted to understand customer experience and satisfaction of wine bars located in Busan, South Korea. The results show that the top 50 keywords identified from the online reviews were categorized as four groups—‘Atmosphere’, ‘Service’, ‘Date and Location’, and ‘Menu’. The results of the factor analysis reduced the original dimension of 48 keywords to 16 keywords and classified them into six factors, namely, ‘Service’, ‘Staff’, ‘Menu’, ‘Environment’, ‘Recommendation’ and ‘Atmosphere’. Based on these results, implications for sustainable wine bar marketing strategies were suggested.