Crowd Intelligence: Conducting Asymmetric Impact-Performance Analysis Based on Online Reviews

Asymmetric impact-performance analysis (AIPA) is an effective technique for understanding customer satisfaction and formulating improvement strategies for products and services. Typically, AIPA is conducted based on data obtained from customer surveys, which are expensive in terms of time and money. As a new data source, online reviews have many advantages, which are a promising data source for conducting AIPA. To this end, this article proposes a method for conducting AIPA based on online reviews. To illustrate the feasibility and validity of the proposed method, a case study of AIPA for a five-star hotel in Singapore is given. The proposed method can provide managers one more choice for conducting AIPA with lower cost and shorter time since products and services online reviews can be easily collected.