Ценностное предложение ресторанного бизнеса: интеллектуальный анализ онлайн-отзывов клиентов

Вестник Санкт-Петербургского университета. Серия 8. Менеджмент. 2022. Т. 21. № 1. С. 48–75.

Serova E., Fainshtein E.

The purpose of the paper is to study value proposition factors in online customer reviews that
characterize consumer inquiries in the catering industry by using text-mining techniques. Research
design focuses on the analysis of chain restaurants, which focuses on the usefulness of the
service indicated in a quantitative system of scores, and pleasure factors for customers. Empirical
data from 201 online reviews were collected from TripAdvisor service, which contains information
about consumer preferences from St. Petersburg, Russia. In addition to text mining, the
study used a correlation analysis of rating scores for chain restaurant customers, comparing the
online reviews of satisfied and dissatisfied customers. The results of the study identified certain
categories of factors of high importance for customers, which were revealed in both positive
and negative online reviews. The results of the analysis help the restaurant management system
to manage the value proposition properly taking into account various consumer factors of thepreferences indicated in reviews. The research implications allow managers to purposefully select
those factors that will achieve the desired effect in the relationship marketing. This study gives
an opportunity to management specialists of the company explore and account for the emotional
sentiment of online reviews.

Keywords: семантический анализ, корреляционный анализ, text mining, semantic analysis, correlation analysis, ценностное предложение, chain restaurants, интеллектуальный анализ текста (text mining), сетевые рестораны, value proposition., online customer reviews, онлайн-отзывы клиентов