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Uncovering Synergy and Dysergy in Consumer Reviews: A Machine Learning Approach

Author

Listed:
  • Zelin Zhang

    (Department of Marketing, School of Business, Renmin University of China, Beijing 100872, China)

  • Kejia Yang

    (Mercatusion, Inc., Beijing 100025, China)

  • Jonathan Z. Zhang

    (Department of Marketing, College of Business, Colorado State University, Fort Collins, Colorado 80523)

  • Robert W. Palmatier

    (Department of Marketing, Foster School of Business, University of Washington, Seattle, Washington 98195)

Abstract

Massive online text reviews can be a powerful market research tool for understanding consumer experiences and helping firms improve and innovate. This research exploits the rich semantic properties of text reviews and proposes a novel machine learning modeling framework that can reliably and efficiently extract consumer opinions and uncover potential interaction effects across these opinions, thereby identifying hidden and nuanced areas for product and service improvement beyond existing modeling approaches in this domain. In particular, we develop an opinion extraction and effect estimation framework that allows for uncovering customer opinions’ average effects and their interaction effects. Interactions among opinions can be synergistic when the co-occurrence of two opinions yields an effect greater than the sum of two parts, or as what we call dysergistic, when the co-occurrence of two opinions results in dampened effect. We apply the model in the context of large-scale customer ratings and text reviews for hotels and demonstrate our framework’s ability to screen synergy and dysergy effects among opinions. Our model also flexibly and efficiently accommodates a large number of opinions, which provides insights into rare yet potentially important opinions. The model can guide managers to prioritize joint areas of product and service improvement and innovation by uncovering the most prominent synergistic pairs. Model comparison with extant machine learning approaches demonstrates our improved predictive ability and managerial insights.

Suggested Citation

  • Zelin Zhang & Kejia Yang & Jonathan Z. Zhang & Robert W. Palmatier, 2023. "Uncovering Synergy and Dysergy in Consumer Reviews: A Machine Learning Approach," Management Science, INFORMS, vol. 69(4), pages 2339-2360, April.
    • Handle: RePEc:inm:ormnsc:v:69:y:2023:i:4:p:2339-2360
    DOI: 10.1287/mnsc.2022.4443
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    References listed on IDEAS

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