3. Creating a Well-being Index for a Company Using Customer Sentiment Analysis

Companies know that it is essential for their well-being to know their customers, the way they act, and the opinions they have about the services provided to them. Today, many of these opinions are posted on social media, which allow for expressing opinions freely and in many cases without great control. As such, they receive messages revealing very curious elements about the services companies provide. Spite being often not very reliable, most of the messages reveal true opinions, in which sentimental manifestations are incorporated. When properly evaluated, they support positively or negatively the opinion expressed. In this paper, we present and discuss a system for analyzing customer opinions about services provided by a hotel, which has the ability to identify sentiments expressed in the opinion texts and establish a well-being index for the hotel. Using the index, it is possible to know the “image” of the hotel to customers, according to the opinion elements identified by the system, which can help to reduce risks, identify emerging trends, and contribute to increased revenue or adjust hotel marketing actions.