Optimizing service offerings using asymmetric impact-sentiment-performance analysis
- Link:
- Autor/in:
- Erscheinungsjahr:
- 2020
- Medientyp:
- Text
- Schlagworte:
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- Kano Model
- Importance-performance Analysis
- Quality Function Deployment (QFD)
- Industry
- Research
- Marketing
- Kano Model
- Importance-performance Analysis
- Quality Function Deployment (QFD)
- Industry
- Research
- Marketing
- Beschreibung:
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- Researchers refer to various theories to investigate the distinct relationships between importance, performance, and the (a)symmetric impact of service attributes on customer satisfaction (CS). However, a fully integrated model that would allow practitioners to automatically execute analyses to optimize their service offerings in a competitive landscape is missing. Previous studies widely rely on importance/performance ratings of predefined service attributes retrieved from closed-ended questionnaires, which can hardly capture the competitive landscape from the customers’ perspective. This paper introduces a novel asymmetric impact-sentiment-performance analysis (AISPA) to address these gaps by performing automated opinion mining on online reviews. Customers’ evaluations of three hotel chains serve as an example application. The impact-asymmetry of the hotel service attributes on CS, the attribute impact and performance are jointly visualized in a 3D grid. An elaborate understanding of service assessments is gained, leading to attribute prioritization and specific recommendations for optimizing future offerings.
- Researchers refer to various theories to investigate the distinct relationships between importance, performance, and the (a)symmetric impact of service attributes on customer satisfaction (CS). However, a fully integrated model that would allow practitioners to automatically execute analyses to optimize their service offerings in a competitive landscape is missing. Previous studies widely rely on importance/performance ratings of predefined service attributes retrieved from closed-ended questionnaires, which can hardly capture the competitive landscape from the customers’ perspective. This paper introduces a novel asymmetric impact-sentiment-performance analysis (AISPA) to address these gaps by performing automated opinion mining on online reviews. Customers’ evaluations of three hotel chains serve as an example application. The impact-asymmetry of the hotel service attributes on CS, the attribute impact and performance are jointly visualized in a 3D grid. An elaborate understanding of service assessments is gained, leading to attribute prioritization and specific recommendations for optimizing future offerings.
- Lizenz:
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- info:eu-repo/semantics/closedAccess
- Quellsystem:
- Forschungsinformationssystem der UHH
Interne Metadaten
- Quelldatensatz
- oai:www.edit.fis.uni-hamburg.de:publications/36b0b7da-915e-49ca-a1d4-8eb5629cd414