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

• Main Author: Avenzoor Al Hawarizmi El Farghan, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/74697
• Institution: Institut Teknologi Bandung

In the past decades, service quality has become a major spotlight to industry and academia. There has been continued research on the definition, modeling, measurement, data collection procedure and data analysis. This lead to the development of base concept for the researchers. However, there are not many researches using opinion mining from user-generated content website as the main data to measure service quality despite the increasing trend of companies start using internet/websites as marketing tools. (Kozinets, 2002). This research aims to expand the horizon of knowledge within opinion mining by using qualitative sentiment analysis as a method to assess Saung Angklung Udjo’s 7Ps service marketing mix which assumed as quality service attributes. This research used TripAdvisor’s Saung Angklung Udjo review in English and Indonesian as the data. Using three polarities (positive, neutral and negative), the aspects within the sentiment are based on 7Ps which are product, people, physical evidence, process, promotion, place and price. It is found that product and process are the main selling points of Saung Angklung Udjo since angklung and dance performance are the highest mentioned items in positive sentiment. While the puppet show needs more attention since it is most items mentioned in negative sentiment. People, physical evidence, promotion and price have positive sentiments as the dominant sentiment. Place has negative sentiment as the dominant with the major problem in location and traffic. In conclusion, opinion mining method using qualitative sentiment analysis proved to be applicable in assessing service quality of Saung Angklung Udjo. While in term of service quality, Saung Angklung Udjo only performed 6Ps out of 7Ps. Everything is relatively excellent except the place is considered not as good compared to the others. For future research, the same method is needed to be implemented on other organization or industry since this research only using one subject (Saung Angklung Udjo) as the scope of research and and further validation needed to improve this research.