Abstract
With the development of e-commerce, an increasing number of online reviews can serve as a promising data source for enterprises to improve online products. This paper proposes a method for modelling consumer satisfaction based on online reviews using the improved Kano model from the perspective of risk attitude and aspiration. Firstly, the attributes concerned by consumers are extracted from online reviews, and sentiment analysis of the extracted attributes is carried out using Standford CoreNLP. Secondly, to identify the types of product attributes, an improved Kano model is proposed based on the effects of product attributes on consumer total utility. On this basis, different attribute types are illustrated from the perspective of risk attitude. Then, the consumer aspirations are mined based on the risk attitudes of different attributes and the attribute impact on consumer satisfaction. According to the risk attitudes and aspirations of different attributes, the quantified satisfaction functions are constructed to provide more objective and accurate improvement suggestions. Finally, the proposed method is applied to the hotel service improvement to illustrate the effectiveness.
Highlights
Effective product improvement through analyzing consumer satisfaction has become the key for enterprises to be competitive sustainably in the fierce market competition (Bi et al, 2020b)
This paper proposes an improved Kano model based on online reviews for attribute classification and constructs the quantified consumer satisfaction functions from the perspective of risk attitude and aspiration
Based on the consumer sentiment reflected in online reviews, this paper gives the quantified satisfaction functions using the improved Kano model from the perspective of risk attitude and aspiration
Summary
Effective product improvement through analyzing consumer satisfaction has become the key for enterprises to be competitive sustainably in the fierce market competition (Bi et al, 2020b). It is important to maximize consumer satisfaction through product improvements with limited resources (Violante & Vezzetti, 2017). Many scholars have carried out research on product improvement strategies through analyzing consumer satisfaction, and put forward many theoretical methods with practical significance, such as DINESERV (Marković et al, 2010), Importance Performance Analysis (IPA) (Bi et al, 2020a), Kano model (Kano et al, 1984). Most researches analyze consumer satisfaction through surveys and the way of surveys has the following disadvantages: Firstly, the process of data collection is expensive in terms of time and money (Jiang et al, 2016). It is difficult to ensure the timeliness of the collected data (Culotta & Cutler, 2016)
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