OPINION MINING METHODS IN ASSESSING SERVICE QUALITY: CASE STUDY OF SAUNG ANGKLUNG UDJO

• Main Author: Avenzoor Al Hawarizmi El Farghan (19012174), Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29151
• Institution: Institut Teknologi Bandung

Opinions in the internet are in the spotlight of the sales and marketing industry. User generated content <br /> <br /> website is one of many which made this possible. Tripadvisor claimed that they are the biggest user <br /> <br /> generated content website in tourism-related, in which as a proof of the indispensable use of user <br /> <br /> generated content, Tripadvisor logo is hanging in the top dashboard of Saung Angklung Udjo’s (SAU) <br /> <br /> website. There must be valuable information within the reviews that reflects the quality of SAU. The <br /> <br /> research used sentiment analysis as this research addressed to the quality of SAU 7Ps. The research is <br /> <br /> done by refining 851 reviews by data scrap then the refined data is about 779 reviews that using English <br /> <br /> and or Indonesian. Using three polarities (positive, neutral and negative), the aspects within the <br /> <br /> sentiment are based on 7Ps which are product, people, physical evidence, process, promotion, place <br /> <br /> and price. <br /> <br /> In findings, product and process are the main selling of SAU since angklung and dance performance <br /> <br /> are the highest mentioned in positive sentiment. While the downside is the puppet show needs more <br /> <br /> attention since it is most mentioned in negative sentiment. People, physical evidence, promotion and <br /> <br /> price have positive sentiments as the dominant sentiments above its negative. Aside of that, place has <br /> <br /> negative sentiment as the dominant with the major crack in location and traffic above their positive <br /> <br /> sentiments. <br /> <br /> In conclusion, SAU’s only performs 6Ps out of 7Ps since the place is considered as not in a good shape. <br /> <br /> Besides, SAU had no major innovation and stuck in a stagnancy in this past 7 years as far as this research <br /> <br /> data can reach. <br /> <br /> As recommendations, SAU should be dealing with his weakest aspect Ps, Place, by simply make road <br /> <br /> signs in the main road surround. Another one, SAU should innovate by addressing puppet show first by <br /> <br /> hiring professional art director. Lastly, having sense of urgency to erect R&D department. <br /> <br /> For further research there should be a research to develop a complete framework in change management <br /> <br /> to shift SAU’s traditional management to a more modern management.