本地和连锁餐厅的顾客评论比较:谷歌评论数据的多层次方法

IF 3.4 4区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Cornell Hospitality Quarterly Pub Date : 2023-02-01 DOI:10.1177/19389655221102388

Beril Yalçinkaya, D. Just

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引用次数: 2

摘要

在线评论影响客户决策，并提供公开可用的数据，以调查本地和连锁企业客户评估之间的差异。我们对80728家快速服务餐厅的在线顾客评价样本进行了文本分析，以考察用餐体验属性对顾客评价的影响在两种餐厅类型之间的差异。多层次多项式模型的估计表明，与连锁餐厅相比，当地餐厅的顾客评价没有那么两极分化。这种两极分化在与四种用餐体验属性相关的情感使用中也很明显：食物、服务、氛围和价格。尽管食品供应对当地餐馆获得高评价至关重要，但服务质量对连锁店顾客满意度的影响相对较大。尽管顾客评价有利于当地餐馆，但由于当地竞争对手的评价效价很高，它们需要强有力的证明来进行差异化。

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Comparison of Customer Reviews for Local and Chain Restaurants: Multilevel Approach to Google Reviews Data

Online reviews influence customer decisions and present publicly available data to investigate differences between customer evaluations for local and chain businesses. We conduct a text analysis on a sample of 80,728 online customer reviews of quick-service restaurants to examine how the impact of dining experience attributes on customer evaluation differs between the two restaurant types. Estimation of multilevel multinomial models reveals that customer reviews for local restaurants have less polarized sentiment than chain restaurants. This polarization is also evident for sentiment usage related to four dining experience attributes: food, service, ambience, and price. Although food offerings are essential to get high ratings for local restaurants, service quality has a relatively greater impact on customer satisfaction for chains. Although customer reviews favor local restaurants, they need powerful testimonials for differentiation due to high review valence among their local competitors.

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来源期刊

Cornell Hospitality Quarterly Multiple-

CiteScore

8.50

自引率

2.90%

发文量

期刊介绍： Cornell Hospitality Quarterly (CQ) publishes research in all business disciplines that contribute to management practice in the hospitality and tourism industries. Like the hospitality industry itself, the editorial content of CQ is broad, including topics in strategic management, consumer behavior, marketing, financial management, real-estate, accounting, operations management, planning and design, human resources management, applied economics, information technology, international development, communications, travel and tourism, and more general management. The audience is academics, hospitality managers, developers, consultants, investors, and students.