Customer Reviews: Motivated by Error-Free Service or Successful Recovery?

Abstract

Across two studies, customer perceptions and outcomes of quality service in different industries were investigated using a qualitative approach that involved computer-based text analysis. In study 1, 60 participants were asked to provide positive and negative experiences in the restaurant and cell phone industries. In study 2, 900 social media comments were collected regarding the cell phone, airline, and restaurant industry. Perceptions of quality service were not necessarily error free. Error free service was, however, expected in some industries. Future research should continue to mine text data to better understand the customer experience.