Beyond surveys: leveraging automated text analysis of travellers’ online reviews to enhance service quality and willingness to recommend

IF 3.7 Q2 BUSINESS Journal of Strategic Marketing Pub Date : 2023-09-30 DOI:10.1080/0965254x.2023.2256738

Jeandri Robertson, Joseph Vella, Sherese Duncan, Christine Pitt, Leyland Pitt, Albert Caruana

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Abstract

ABSTRACTAirports are essential to the global economy, providing significant revenue and driving regional growth. In order to remain competitive and achieve sustainable development, airports must continuously monitor and improve service quality. To this end, understanding traveller perceptions of their experiences is important. While traditional survey-based methods are beneficial, managers are increasingly looking for alternative ways of collecting feedback, such as online reviews. Automated text analysis provides a cost- and time-effective technique with which to analyse large datasets of unsolicited online reviews, providing managers with strategic insights to enhance service quality. This study explores the potential of supplementing traditional airport service quality monitoring methods with automated text analyses to better understand traveller feedback and improve service quality. The results provide new methods to measure airport service quality, offering a fresh perspective on customers’ satisfaction with service quality experiences, and highlighting key strategic implications that can help organisations gain a competitive advantage.KEYWORDS: Service qualitywillingness to recommendcustomer satisfactionUGCautomated text analysisLIWC Disclosure statementNo potential conflict of interest was reported by the author(s).

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超越调查:利用旅行者在线评论的自动文本分析来提高服务质量和推荐意愿

摘要机场对全球经济至关重要，提供可观的收入并推动地区增长。为了保持竞争力和实现可持续发展，机场必须不断监测和提高服务质量。为此，了解旅行者对他们的体验的看法是很重要的。虽然传统的基于调查的方法是有益的，但管理人员正在越来越多地寻找其他收集反馈的方式，比如在线评论。自动文本分析提供了一种具有成本效益和时间效益的技术，用于分析大量未经请求的在线评论数据集，为管理人员提供战略见解，以提高服务质量。本研究探索了用自动文本分析补充传统机场服务质量监测方法的潜力，以更好地了解旅客反馈并提高服务质量。调查结果提供了衡量机场服务质量的新方法，为客户对服务质量体验的满意度提供了一个新的视角，并强调了可以帮助组织获得竞争优势的关键战略意义。关键词:服务质量推荐客户满意度意愿ugc自动文本分析liwc披露声明作者未报告潜在利益冲突。

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来源期刊

Journal of Strategic Marketing BUSINESS-

CiteScore

9.20

自引率

7.30%

发文量

期刊介绍： Journal of Strategic Marketing publishes papers on key aspects of the interface between marketing and strategic management. It is a vehicle for discussing long-range activities where marketing has a role to play in managing the long-term objectives and strategies of companies. The objectives of the Journal are as follows: 1.To bridge the disciplines of marketing and strategic management, and to address the development of knowledge concerning the role that marketing has to play in the management of strategy. 2.To provide a vehicle for the advancement of knowledge in the field of strategic marketing and to stimulate research in this area. 3.To consider the role of marketing as an orientation of management at the strategic level of organizations.