墙上写着：使用计算机文本分析预测客户对客户与公司互动的评价

IF 3.9 3区管理学 Q2 BUSINESS

Journal of Service Theory and Practice Pub Date : 2023-02-20 DOI:10.1108/jstp-04-2022-0100

Caitlin C. Ferreira, Jeandri Robertson, Raeesah Chohan, Leyland Pitt, Tim Foster

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引用次数: 0

摘要

这篇方法学论文展示了服务公司如何利用数字技术，利用非结构化的定性数据，量化和预测客户对他们与公司互动的评价。为了利用非结构化数据的力量并加强客户与公司的关系，建议使用计算机文本分析。设计/方法/方法进行了三项实证研究，以举例说明计算机文本分析工具的使用。对服务行业的在线客户评论(n = 2,878)进行二次数据分析。使用LIWC进行文本分析，然后使用SPSS来检验模型对评估客户-公司互动的预测能力。在三个实证研究中，在线客户评论的词汇分析能够预测客户与公司互动的评估。评论中的真实性和情感基调是客户评价他们与公司服务互动的最佳预测因素。实际意义计算机文本分析是一种廉价的数字工具，迄今为止，它已经很少用于分析基于客户在线评论的客户-公司互动。从方法论的角度来看，使用此工具从非结构化数据中获得见解，可以在不收集原始数据的情况下了解客户对其与公司的服务交互的实时评估。原创性/价值这项研究为使用计算机词汇分析来评估非结构化的在线客户评论以预测客户对服务互动的评价的知识体系做出了贡献。研究结果为服务公司提供了一种廉价且用户友好的方法来评估实时、随时可用的评论，补充了传统的客户研究。一个工具被用来将非结构化数据转换成数字格式，量化客户对服务交互的评价。

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The writing is on the wall: predicting customers' evaluation of customer-firm interactions using computerized text analysis

PurposeThis methodological paper demonstrates how service firms can use digital technologies to quantify and predict customer evaluations of their interactions with the firm using unstructured, qualitative data. To harness the power of unstructured data and enhance the customer-firm relationship, the use of computerized text analysis is proposed.Design/methodology/approachThree empirical studies were conducted to exemplify the use of the computerized text analysis tool. A secondary data analysis of online customer reviews (n = 2,878) in a service industry was used. LIWC was used to conduct the text analysis, and thereafter SPSS was used to examine the predictive capability of the model for the evaluation of customer-firm interactions.FindingsA lexical analysis of online customer reviews was able to predict evaluations of customer-firm interactions across the three empirical studies. The authenticity and emotional tone present in the reviews served as the best predictors of customer evaluations of their service interactions with the firm.Practical implicationsComputerized text analysis is an inexpensive digital tool which, to date, has been sparsely used to analyze customer-firm interactions based on customers' online reviews. From a methodological perspective, the use of this tool to gain insights from unstructured data provides the ability to gain an understanding of customers' real-time evaluations of their service interactions with a firm without collecting primary data.Originality/valueThis research contributes to the growing body of knowledge regarding the use of computerized lexical analysis to assess unstructured, online customer reviews to predict customers' evaluations of a service interaction. The results offer service firms an inexpensive and user-friendly methodology to assess real-time, readily available reviews, complementing traditional customer research. A tool has been used to transform unstructured data into a numerical format, quantifying customer evaluations of service interactions.

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来源期刊

Journal of Service Theory and Practice Multiple-

CiteScore

8.00

自引率

15.20%

发文量

期刊介绍： Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.