KA-VoC Map: Classifying product Key-Attributes from digital Voice-of-Customer

Abstract

Manufacturers and service providers need new tools to leverage the value of the digital Voice-of-Customer (VoC). These unstructured and disorganized data need ad-hoc approaches for their analysis and interpretation. In this view, this article proposes an innovative methodology aiming at classifying the Key-Attributes (KA) of products and services that may influence customer (dis)satisfaction. The proposed methodology relies on the analysis of digital VoC to extract relevant information for classifying key-attributes. A novel tool called KA-VoC Map is at the basis of the proposed classification. The KA-VoC Map combines two dimensions of analysis: the extent and the way a Key-Attribute is discussed within the digital VoC. The methodology classifies KAs into six categories: obstacles, frictions, indifferent, sleeping beauties, promises, and delights. For each category, the most appropriate management strategy is also suggested. Finally, an empirical study is provided to illustrate the effectiveness of the proposed method.

Keywords:

• Customers reviews
• Customer satisfaction
• digital Voice-of-Customers
• Key-attributes
• Quality 4.0
• Topic Modeling

Declaration of interest statement

No potential conflict of interest was reported by the authors.

Table 1. Taxonomies of product or service attributes.

Additional information

Funding

This work has been partially supported by the “Italian Ministry of Education, University and Research”, Award “TESUN‐83486178370409 finanziamento dipartimenti di eccellenza CAP. 1694 TIT. 232 ART. 6.”

Notes on contributors

Federico Barravecchia

Federico Barravecchia is an Assistant Professor at the Department of Management and Production Engineering at Politecnico di Torino. His main scientific interests currently concern the areas of Service Quality and Quality Engineering. Barravecchia may be contacted at [email protected].

Luca Mastrogiacomo

Luca Mastrogiacomo is an Associate Professor at the Department of Management and Production Engineering at Politecnico di Torino. His main scientific interests currently concern the areas of Service Quality and Quality Engineering. Mastrogiacomo may be contacted at [email protected].

Fiorenzo Franceschini

Fiorenzo Franceschini is a Professor of Quality Engineering at Politecnico di Torino (Italy) – Department of Management and Production Engineering. He is author or coauthor of nine books and more than 270 published papers in prestigious scientific journals, and international conference proceedings. His current research interests are in the areas of Quality Engineering, Performance Measurements Systems and Service Quality. Franceschini may be contacted at [email protected].