Sentiment Analysis of Airbnb: Finding and Discussion

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Contents
Introduction...........................................................................................................................................1
Sentiment analysis results......................................................................................................................1
Finding and Discussion.........................................................................................................................4
Benefits of sentimental analysis and increasing digitalisation...........................................................6
Limitations of utilising sentimental analysis......................................................................................7
Conclusion.............................................................................................................................................7
Recommendations.................................................................................................................................8
REFERENCES......................................................................................................................................9
APPENDIX.........................................................................................................................................12

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Introduction
Today’s business has become highly competitive and in such a highly competitive market
understanding customers and their behaviour is highly essential. Most of the companies these
days are doing sentimental analysis. This is helpful for making strategies that can attract
maximum possible consumers. This is essential for creating value for the customers and
identifying customer experience. Customer experience management is a crucial part for
achieving success in the market. Providing higher customer value proposition is the major
aim of all the companies in different industries (Camilleri and Neuhofer, 2017). Value
proposition focus is when a company focuses on the sum total of advantages that any
company promises to their consumers against the payment made by them. Companies need to
understand the value of identifying the consumers experience and it is the only thing that can
attract consumers to again make purchase. Experience of customers is improved by the
matching the expectation of consumers with their experiences. Airbnb Inc. a multinational
firm from San Francisco, America and deals in the business of online marketplace and
hospitality service. They are operating in the industry that is highly dependent on the
customer experience. Their services are accessible through their mobile apps and their
website. This report will illustrate the sentimental analysis of Airbnb and the same time it
shows the way in which these marketing issues can be resolved so as to gain competitive
advantage.
Sentiment analysis results
Customer experience management is very essential in the modern day business and hence it is
beneficial for Airbnb to do sentiment analysis in different areas. There are both positive and
negative issues that are confronting the customer experience management.
First thing that needs to be considered while analysing the customer experience management
is that proper grounded information is available with the company. In the lack of access of
information neither company will be able to find the positives nor do negatives about the
customer’s experience (von Hoffen, et al. 2017).
It is seen that company faces problems in managing customer experience, this is because
today’s consumers want to buy from multiple channels or they feel that they must have an
option of purchasing from multi-channel sites. For Airbnb, customer experience is very much

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essential but they lag in the fact that they offer services only through online mediums (Chang
and Wang, 2018).
Airbnb has to provide personalised experience so as to improve the customer’s experience.
This is because clients these days demand for unique kind of experience that satisfies their
personal need. Since this company does not have any of their establishments hence providing
personalised experience is a challenge for them. Personalised experience must be provided at
every step of the customer’s journey.
Another major issue that Airbnb faces in customer experience management is that it is
difficult to measure customer experience improvement. This is also difficult in the case of
Airbnb also as there is less numbers of indicators available that exactly shows the
improvement in the customer experience.
In customer experience management lack of proper communication model is also an issue.
Every communication model is different and suits a very different set of business. Analysing
and finding the best set of communication channel is an issue for the company. Use of
communication channel also depends on the consumer behaviour as the type of
communication channel they prefer, plays a greater role in communication management
(Zervas, Proserpio and Byers, 2017).
Unlike other fields there is lesser amount of investments being done by the company in their
customer experience. Leaders have been slow in investing in the technologies and other fields
that may improve the customer’s experience. Airbnb also has to invest in the technological
advancements that are capable of improving the customer experience.
Most of the companies also face issues in relationship marketing i.e. providing long term
customer value that can improve the chances of sales. Choosing the best option for increasing
the customer relationship marketing is essential in the modern day context. In the era where
customer loyalty is at the lowest, it is crucial for the organisation to improve the ways in
which they improve their relationship with the consumers. There are people from different
sections of the society and making good relationship with each one of them is difficult
(Cheng and Jin, 2019). A long term plan is required by the company in this regards.
Another issue that company faces in the experience management is the cultural barriers.
Since in the tourism industry people belong to different parts of the world and they come
from very different kind of cultural background. In such an environment, it is crucial for the

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company to improve the way in which employees of the company behaves. People from
different cultural backgrounds desires for different kind of services and hence they must be
fulfilled so as to gain competitive advantage (Ke, 2017).
In the customer experience management especially in the case of Airbnb, there is an issue of
creating a value while keeping the prices at the lowest of levels as well as ensuring
sustainability.
Issues in digital customer journey:
Over evaluation of the fact that awareness is created appropriately is an issue in the modern
day business. Social media is often over-rated in the case of digital customer journey as there
is immense competition in the social media market.
It is also difficult for any organisation to improve the interest of the people in the business of
Airbnb. This can be increased with the help of higher customer engagement which has a
direct relation with experience that customers had.
It is also essential for a company to note the desire of the people has to be understood clearly.
This must be in terms of understanding the need of people while they avail the services of
Airbnb.
Along with this, action of the consumers should also be noted by the company so as to think
wisely about the way in company should progress with their marketing and sales. This is an
issue as general behaviours are hard to note down in digital marketing (Hagge, et al. 2017).
Only digital actions can be noted down.
Loyalty is another major aspect that is affecting the customer experience management and in
the digital era, this is on the lower side.
Word of mouth marketing is easier to be done on digital mediums hence advocacy also
becomes easier. In Airbnb service, people can easily advocate their services.
Based on the above analysis it is essential to analyse the comments given by the people on
the services of the firm. Analyses of these comments are essential for improving the customer
relationship management as well as in the customer relationship management. There are
several positive and negative comments being given by different clients Comments about
Airbnb are provided in a table in the Appendix section.

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Finding and Discussion
From analysing the comments in the sentimental analysis section many types of conclusions
are derived. There are both positive and negative comments about the services of the
company. On reviews the comments it can be seen that customers are seriously not happy
with the company. It is seen that customers are facing many kinds of problems related to
availing services (Lawani, et al. 2018). Analysis of the overall comments has been illustrated
in the graph below.
Overall analysis of the comments suggests that reviews have been of different forms. In this
only 13% of the comments is excellent, 4% of the comments suggest that company and its
services are great. There are around 3% of the people who suggests that company’s business
is average. There are around 6% of the people who states that company’s performance is
poor. But the majority of people around 75% state that they are highly dissatisfied with the
services being provided by the company (Trustpilot, 2019).
While reviewing the comments, in most of the comments it is seen that company is not able
to provide positive customer experience. People are highly unsatisfied with the fact that there
was no one for their assistance when they needed it. Company is also not able to provide the
same quality in their services what they promised in their pictures (Dann, et al. 2018). This
comes under the category of customer experience management. In the same category people
are also not happy about their improper refund policy as some of them did not received their
refunds and some of them did not get the refund that was promised to them. The irresponsible
behaviour from the side of the employees is the major reason for it. Company needs to take
responsibilities for any concerns that is faced by any customer which often is not the case.
It is found that customers are unhappy with the delays being created by the company in terms
of booking the services. Many of the customers are disgraced by the refund issues that are