文字探勘技術應用於顧客評論以提升服務品質之研究：以某連鎖健身房品牌為例

Abstract

連鎖健身房的出現為都會區的人們提供便利及多元的運動環境，如今辦理俱樂部會員資格及參與健身房課程，不再是高收入族群的專屬休閒活動，連鎖健身房透過親民的價格，多型態的健身服務，接觸學生、小資族及白領客群，為企業開拓廣大的服務客群。然而，健身房會員與業者消費糾紛卻層出不窮，對雙方而言，損失的不只是金錢與時間精力，也造成消費者對品牌的負面情緒及不信任，長此以往將傷害品牌形象及價值。隨著網際網路的普及，人們經常通過網路新聞、社群平台，線上影音平台接收資訊與交流，使網路平台累積了大量未經處理的文字與影音資料，本研究對連鎖健身房的線上評論進行文字探勘與情感分析，探詢消費者重視的服務屬性與意見。根據研究結果，健身房會員重視的服務屬性可分為十一類，其中以「會員權益」、「員工可靠性」與「場館管理品質」三類屬性最受會員重視，而情感分析結果則顯示會員對此三屬性的情緒大致為負面。本研究建議業者落實員工教育訓練，減少業務不以話術誘導消費者購入不合適的課程，以降低消費糾紛次數，並且應落實專業考核督促教練取得合格證照，除了加強員工培訓，維護場館品質上可制定場館使用公約，以加強宣導及場內巡視勸導會員共同維護使用環境，如此可營造更優質的環境氛圍。The emergence of gym chains has provided people in urban areas with a convenient and diversified sports environment. Nowadays, applying for club membership and participating in gym classes are no longer the exclusive leisure activities of high-income groups, and gym chains have opened up a wide customer base through affordable prices and multi-type fitness services to reach out to students, petty cash-earners and white-collar customers. However, there have been numerous consumer disputes between gym members and gym operators. For both parties, the loss is not only in terms of money, time and energy, but also in terms of consumers' negative sentiment and distrust of the brand, which in the long run will jeopardize the brand's image and value. With the popularization of the Internet, people often receive information and communicate with each other through online news, social media platforms, and online audio-visual platforms, which have accumulated a large amount of unprocessed textual and audio-visual data. This study conducts a textual exploration and sentiment analysis of the online reviews of gym chains, in order to find out the attributes of the services that are valued by the consumers and the opinions they give to them. According to the results of this study, the service attributes valued by gym members can be categorized into eleven types, among which"members' rights", "staff reliability", and "quality of gym management" are the most valued attributes, and the results of the sentiment analysis show that the members' sentiments towards these three attributes are generally negative. This study suggests that the industry should implement staff education and training to reduce the number of consumer disputes by reducing the number of salespersons who do not use jargon to induce consumers to purchase inappropriate courses, and should implement professional assessment to urge coaches to obtain qualified licenses. In addition to strengthening staff training, the quality of the venues can be maintained by formulating a convention on the use of the venues to enhance publicity and in-field inspections to persuade members to work together to maintain the use of the environment, which will create a better environmental atmosphere. This will create a better environmental atmosphere.