Purpose: This paper develops a generalizable, machine-learning-based method for measuring established marketing constructs using passive analysis of consumer-generated textual data from service reviews. The method is demonstrated using topic and sentiment analysis along dimensions of an...

Purpose: Brands are increasingly considering the use of chatbots to supplement, or even replace, humans in service interactions. Like humans, chatbots can follow certain service scripts in their encounters, which can subsequently determine the customer experience. Service scripts are verbal...

Purpose: This paper aims to develop a novel and generalizable machine-learning based method of measuring established marketing constructs through passive analysis of consumer-generated textual data. The authors term this method scale-directed text analysis. Design/methodology/approach: The...

Purpose: The basic assumption is that there is a symmetric relationship between review valence and rating, but what if review valence and rating were linked asymmetrically? There are few studies which have investigated the situations in which positive and negative online reviews exert different...

Following the Blattberg and Deighton (BD) model, we incorporate market share growth to explore links between acquisition and retention. We then devise a method for nonlinear programming using a spreadsheet to balance the objectives of market share growth in the short term and customer equity in...