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Publisher's note Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations
- Publisher
- Springer Journals
- Copyright
- Copyright © 2019 by Academy of Marketing Science
- Subject
- Business and Management; Business and Management, general; Marketing; Social Sciences, general
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/s11747-019-00662-w
- Publisher site
- See Article on Publisher Site
Abstract
While online platforms often provide a single composite rating and the ratings of different attributes of a product, they largely ignore the attribute characteristics and customer criticality, which limits managerial action. We propose a multi-facet item response theory (MFIRT) approach to simultaneously examine the effects of product attributes, reviewer criticality, consumption situation, product type, and time in assessing latent customer satisfaction. Analyses of hotel ratings from TripAdvisor and beer ratings from BeerAdvocate suggest that product attributes differ with respect to their discriminating and threshold characteristics and that reviewer segments emphasize different attributes when rating various products over time. The MFIRT approach predicts product performance more accurately than alternative methods and provides novel insights to inform marketing strategies. The MFIRT framework can fundamentally advance how we analyze customer satisfaction and other consumer attitudes and improve marketing research and practice.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: May 20, 2019