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.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
