餐饮业服务质量在线评论的聚焦维度:基于网络爬虫技术的实证研究

Focus Dimension of Online Reviews on Service Quality of Catering Industry: An Empirical Study Based on Web Crawler Technology

在线评论的影响越来越大,对提升大众餐饮业服务质量有着不可忽视的重要作用。借助网络爬虫技术,抓取与大众餐饮服务有关的1 036条在线评论,并根据其内容对SERVQUAL模型相关指标在大众餐饮业服务质量上的聚焦维度进行了分析。研究发现,在SERV QUAL模型的一级指标上,大众餐饮消费者最关注的是有形性,其次是保证性、反应性和可靠性,而关注较低的是移情性;在二级指标上,最受关注的5项指标分别是服务材料、服务设施、礼貌的员工、提供承诺服务和让顾客知道服务时间。在此基础上,根据SERVQUAL模型的一二级指标的聚焦情况,构建了适合评价大众餐饮业服务质量的SERVQUAL模型。

Online reviews are becoming more and more influential, and are critically helpful for improving service qualityof popular catering industry. 1036 online reviews are collected with web crawler technology in the article. Then, based onthe analysis of review content, the index of SERVQUAL model is used to identify the order of focus dimensions about servicequality of popular catering industry. Results show that the index of the SERVQUAL model has its regularity in popularcatering industry. For one thing, on the first-grade indexes, the index of tangibility is the most important, and the indexesof assurance, responsiveness and reliability are less critical while the index of empathy is the least significant. Foranother, on the second-grade indexes, indexes including service material, service facility, polite employees, promisedservice and service time are the top five priorities for consumers. Based on these findings, a particular SERVQUAL model,which is appropriate for evaluating service quality of popular catering industry, is proposed.