How to use spontaneous customer comments to identify nonlinear background of satisfaction with restaurant services

What is it about?

Current paper presents a practical methodology for restaurants to use customers' spontaneous comments, freely available on the Internet, to identify which aspects influence customer’s evaluation of the service. Based on spontaneous comments of a fast-food restaurant chain listed on the TripAdvisor, the proposed method uses Critical Incidents Technique to analyze comments, and the Penalty-Reward Contrast Analysis with critical incidents as input variables, to analyze the relationship of comments with the general customer satisfaction. The results suggest that, although consumers comment more about positive than negative experiences, the negative perceptions of service quality have a stronger influence on overall satisfaction.

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