Customer satisfaction through online reviews analysis - a case study of Slovak spas

PurposeThe aim of the paper is to process clients' online reviews of 20 spa locations in the Slovak Republic in the form of a case study. The purpose is to identify and specify the shortcomings of Slovak spa resorts as well as the needs and preferences of their clientele.Design/methodology/approachTo obtain data, Google text reviews were scraped using the Instant Data Scraper. The text mining approach was used for the analysis of 5,670 reviews (using the RapidMiner Studio and Atlas.ti tools).FindingsThe performed sentiment analysis of the reviews has determined that 4,807 of the reviews were positive, 476 were neutral and 387 were of negative sentiment. The subsequently processed word list states the most frequently mentioned nouns and adjectives. Detailed opinion mining identifies the areas/phrases with the most frequent occurrence of the negative sentiment in their reviews.Originality/valueThe stated results are important from the perspective of service quality management in order to improve the satisfaction of spa customers. Sentiment analysis of Google Maps reviews for the target clientele remains unexplored and represents a novel area of study.