Exploring the Differences of Review Behavior among Membership Tiers

Abstract

Membership tier is an important measure for enterprises to implement customer loyalty programs in big data environment. The differences in online review behavior of different tiers of users directly affect the interaction between the company and the customer. This paper uses online review behavior data in the real membership tier to explore the differences in online review behavior from the perspective of membership tiers. This study find that customer membership tier is positively correlated with the review rating score, and membership tier is not significantly correlated with the length of the review. Membership tier is positively correlated with the ratio of review sentiment words, and negatively correlated with the objective description words, showing a significant difference between behavioral loyalty and attitude loyalty.