Optimizing service offerings using asymmetric impact-sentiment-performance analysis
Research output: Contribution to journal › Article › Scientific › peer-review
|Journal||International Journal of Hospitality Management|
|Early online date||May 2020|
|Publication status||Published - Aug 2020|
|Publication type||A1 Journal article-refereed|
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.
- Asymmetric impact-sentiment-performance analysis, Attribute priority, Hotel chains, Improvement strategies, Sentiment analysis, User-generated content