Wisdom of crowds: Conducting importance-performance analysis (IPA) through online reviews

A Text Analytics-Based Importance Performance Analysis and Its Application to Airline Service

“…Nevertheless, a survey-based IPA frequently fails to elicit exact customer experience perceptions because the questionnaire is composed of a series of identical questions designed by researchers, and it is thus limited in its ability to capture different customer characteristics [13]. Recently, there has been a strong tendency in research to measure service quality and customer satisfaction using multiple innovative methods rather than using typical questionnaire forms (e.g., [14][15][16][17][18]).…”

“…Second, researchers must take into consideration how well relative importance can be derived using meaningful implicit (e.g., statistical) approaches while comparing all service attributes simultaneously [10,[27][28][29][30]. It should be determined whether a multidimensional measure is present [27,31], as well as whether it is able to account for market-driven importance as compared with other competitors in the same market [18,[32][33][34]. If the importance is not relatively measured, the IPA results become biased [27].…”

“…If the importance is not relatively measured, the IPA results become biased [27]. For example, when absolute importance is used, it frequently has a positive upward tendency, i.e., the so called ceiling effect [10,18,27,35]. Third, it should be determined how well the analysis guarantees the statistical independence between the importance and performance of attributes in the IPA space [10,27,35].…”

“…The more that orthogonality between importance and performance is guaranteed, the greater the IPA explanation power. Previous studies have shown that dependency is less problematic when implicit approaches are used to derive attributes [10,18,28,35], and there have been many implicit approaches developed and proposed to fix the dependency issue [18,[29][30][31]36,37].…”

“…In addition, importance is adjusted via a sentiment analysis of online reviews to provide more precise measurements for customer experience perceptions. Third, TAIPA uses online ratings of customers as the performance of attributes because customers frequently expose service performance by means of rating values while perceiving the service [15,16,18,41,44,45]. The rationale of this process will be discussed in detail in Section 3.2.…”