Customer Reviews Analysis - Case Study
Customer reviews are one of the most important sources for getting feedback about business performance. They are a fast and efficient way to understand customers’ satisfaction about products, services or in general - about the brand and the company itself. By analyzing customers’ feedback, it is possible to detect issues or problems as well as confirm the successes at very early stages and act accordingly.
The purpose of this research is to measure customer satisfaction and establish a correlation between customer reviews and sales figures. Based on sentiment and tone measurements we are able to provide a comprehensive and extensive method for the data-driven analysis of text reviews that can support both qualitative and quantitative investigations of computer-mediated communication of the exchange between customers and the company.
In this study, textual data from customer reviews were measured by using IntenCheck text analysis engine across 7 groups of psycholinguistic categories, which include: Emotions, Attitude, Communication Style, Insincerity, Timeline, Motivation, and Perceptual Positions. The reviews were provided by the Sarpino’s Pizzeria chain in the U.S. Reviews are posted on the website http://www.gosarpinos.com/ and on all available third-party review consolidators like Yelp and Google. All of them are on a positive to negative scale (pos-neut-neg), and there are no other indicators by which they could be interpreted.
For this analysis, the following two hypotheses were proposed:
- We can obtain important information about Sarpino’s products, which could be hidden within customers’ reviews, we can get insight into how customers feel and what they actually think about the Sarpino’s pizzerias and their products.
- There is a correlation between the results of IntenCheck categories and the actual sales data.
By utilizing the unique feature of IntenCheck, we created a specific language template, a linguistic baseline which was calculated by analyzing all the customer reviews (positive and negative) dated from 2009 until 2017.The study was then split into 2 parts, according to our proposed hypotheses.
In the first part, we separated all reviews according to the most popular products mentioned, which are “pizza”, “calzone”, “salad”, and “wings”. The analysis using the IntenCheck categories was performed for each range of products and the values were obtained on a scale from 0 to 1, where we took into consideration only the categories with the values above 0.8 on the IntenCheck scale (0.0 to 1.0) where the estimate is considered high, indicating the characteristic of a category that can be attributed to the text.
In the second part, we collected reviews posted in 2015 for the 10 pizzerias which are concentrated in the same area and analyzed them against all 26 IntenCheck text analysis categories. We were looking for any patterns present between IntenCheck categories and the sales figures. After obtaining the results, in order to confirm correlations found in the first 10 pizzerias, we extended our analysis to 36 locations which have consecutive sales figures for a 3 year period from Jan 2014 to Dec 2016. The results of which are described below.
Sarpino's Pizzeria - Case Study
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