くちコミデータを活用したサービスブランド戦略評価手法の提案

カテゴリ: 論文誌(論文単位)

グループ名: 【C】電子・情報・システム部門

発行日: 2012/02/01

タイトル(英語): Evaluation Method for Service Branding Using Word-of-Mouth Data

著者名: 白肌　邦生（北陸先端科学技術大学院大学），小坂　満隆（北陸先端科学技術大学院大学）

著者名(英語): Kunio Shirahada (Japan Advanced Institute of Science and Technology), Michitaka Kosaka (Japan Advanced Institute of Science and Technology)

キーワード: サービスブランド，サービスマーケティング7P，ブランド評価システム，くちコミ　　Service brand，Service marketing 7Ps，Brand evaluation system，Word-of-Mouth

要約(英語): Development and spread of internet technology contributes service firms to obtaining the high capability of brand information transmission as well as relative customer feedback data collection. In this paper, we propose a new evaluation method for service branding using firms and consumers data on the internet. Based on service marketing 7Ps (Product, Price, Place, Promotion, People, Physical evidence, Process) which are the key viewpoints for branding, we develop a brand evaluation system including coding methods for Word-of-Mouth (WoM) and corporate introductory information on the internet to identify both customer's service value recognition vector and firm's service value proposition vector. Our system quantitatively clarify both customer's service value recognition of the firm and firm's strength in service value proposition, thereby analyzing service brand communication gaps between firm and consumers. We applied this system to Japanese Ryokan hotel industry. Using six ryokan-hotels' data on Jyaran-net and Rakuten travel, we made totally 983 codes from WoM information and analyzed their service brand value according to three price based categories. As a result, we found that the characteristics of customers' service value recognition vector differ according to the price categories. In addition, the system clarified that there is a firm that has a different service value proposition vector from customers' recognition vector. This helps to analyze corporate service brand strategy and has a significance as a system technology supporting service management.

本誌: 電気学会論文誌C（電子・情報・システム部門誌） Vol.132 No.2 （2012） 特集：多様な情報社会に適応するシステム技術

本誌掲載ページ: 199-205 p

原稿種別: 論文／日本語

電子版へのリンク: https://www.jstage.jst.go.jp/article/ieejeiss/132/2/132_2_199/_article/-char/ja/