Examining product quality and competitiveness via online reviews: An integrated approach of importance performance competitor analysis and Kano model

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-10-23 DOI:10.1016/j.jretconser.2024.104135

Su-Ah Kim, Sohyun Park, Minjung Kwak, Changmuk Kang

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引用次数: 0

Abstract

Understanding and enhancing product quality and competitiveness are vital in today's market. By leveraging the significant potential of online reviews for market-wide consumer research and strategic quality enhancement, this study introduces a novel review analytics approach that combines Importance Performance Competitor Analysis (IPCA) with the Kano model to evaluate and improve product attributes. The proposed Kano-Weighted IPCA (KWIPCA) framework assesses the importance and performance of product attributes by independently weighting positive and negative reviews according to the principles of the Kano model, while also considering multiple competitors in the market. The final output is a user-friendly, four-quadrant matrix that provides comprehensive insights into the market importance of attributes, their relative achievement, and competitors' performance distribution. This KWIPCA matrix enables the evaluation of a product's strengths and weaknesses relative to competitors, identification of critical areas needing immediate improvement, and offers strategic guidance for enhancing overall customer satisfaction. To demonstrate and validate the KWIPCA framework, a case study was conducted using 8567 reviews of 22 five-star hotels in Seoul, South Korea. The results confirm the KWIPCA's effectiveness in providing actionable insights and competitive benchmarking.

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通过在线评论检验产品质量和竞争力：重要绩效竞争对手分析和卡诺模型的综合方法

了解并提高产品质量和竞争力在当今市场中至关重要。本研究利用在线评论在全市场消费者研究和战略质量提升方面的巨大潜力，引入了一种新颖的评论分析方法，该方法将重要性绩效竞争分析（IPCA）与卡诺模型相结合，以评估和改进产品属性。所提出的卡诺加权 IPCA（KWIPCA）框架根据卡诺模型的原理，通过独立加权正面和负面评论来评估产品属性的重要性和性能，同时还考虑了市场上的多个竞争对手。最终的输出结果是一个用户友好的四象限矩阵，可全面洞察属性的市场重要性、相对成就以及竞争对手的表现分布。通过 KWIPCA 矩阵，可以评估产品相对于竞争对手的优势和劣势，确定需要立即改进的关键领域，并为提高整体客户满意度提供战略指导。为了展示和验证 KWIPCA 框架，我们利用韩国首尔 22 家五星级酒店的 8567 条评论进行了案例研究。研究结果证实了 KWIPCA 在提供可操作的洞察力和竞争基准方面的有效性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.