Looking beyond the stars: A description of text mining technique to extract latent dimensions from online product reviews

Frederik Situmeang, Nelleke de Boer and Austin Zhang

The purpose of this study is to contribute to the marketing literature and practice by describing a research methodology to identify latent dimensions of customer satisfaction in product reviews, and examining the relationship between these attributes and customer satisfaction.

Introduction

Customers dramatically increased their online activity in recent years (Hofacker, Malthouse, & Sultan, 2016). Customer reviews are an effective information source for customers to learn about a product without having to consume it first (Chevalier & Mayzlin, 2006; Hennig-Thurau, Gwinner, Walsh, & Walsh, 2003). Due to technology, the impact of customer reviews on customer behavior is more pronounced than ever. Both academic and business communities acknowledge the importance of online reviews (Breazeale, 2009; Pee, 2016). Customers perceive online reviews to be more trustworthy than traditional marketing (Chevalier & Mayzlin, 2006). Customers use reviews to reduce uncertainty about a product,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands