논문 상세보기
This study explores cross-national differences in consumer perception structures of a global bakery franchise by analyzing online review texts. For Paris Baguette, reviews from the United States, Canada, France, and Singapore were collected on Google Maps to understand how customers in different cultural contexts evaluate their experiences. Latent Dirichlet Allocation (LDA) was used to identify key experience-related topics in the reviews, and the proportions of these topics were compared across countries to identify similarities and differences in consumer perceptions. Then, Ordinary Least Squares (OLS) regression analyzed how topic prevalence affected overall ratings, while quadrant analysis identified country-specific managerial priorities. The results reveal both shared and unique evaluation patterns. Perceptions of staff hospitality were found to be universal criteria, whereas France emphasized product quality and Singapore paid more attention to the store environment. Negative service experiences were associated with significant declines in ratings, underscoring the importance of service management. By combining text mining with quantitative analysis, this study provides evidence for data-driven localization strategies and offers practical insights for managing customer experience in global foodservice franchises.
I. Introduction
II. Materials and Methods
1. 자료 수집 및 표본 선정
2. 데이터 전처리 및 LDA 토픽 모델링
3. 회귀분석을 통한 토픽의 영향력 검증
4. 사분면 분석을 통한 국가별 전략 도출
III. Result and Discussion
1. 소비자 리뷰 기반 LDA 토픽 구조
2. 국가별 토픽 분포 비교
3. 토픽 언급 비중과 전체 평점 간의 관계: 통합 모형 결과
4. 토픽 언급 비중과 전체 평점 간의 관계: 국가별 모형 결과
5. 사분면 분석을 통한 국가별 관리 우선순위 도출
IV. Summary and Conclusion
저자 정보
감사의 글
Conflict of Interest
References
