IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v13y2023i4p21582440231218803.html
   My bibliography  Save this article

A New Instrument for Measuring Customers’ Perceptions of Service Warmth: A Big Data and Machine Learning Approach

Author

Listed:
  • Tao Liu
  • Kewei Shi
  • Lingli Hu
  • Yuqing Liu
  • Yunyao Liu

Abstract

The hotel industry is placing increasing emphasis on customers’ perception of service warmth. However, the current methods for measuring customers’ perception of service warmth are limited to sample surveys. Thus, a two-stage quantitative approach was adopted in this study to develop a novel measuring instrument. By leveraging big data analysis and machine learning techniques, a weighted lexicon of 95 words was identified, which can be utilized to assess customers’ perception of enthusiasm toward P2P accommodation services. The effectiveness of this new measurement tool was tested through two methods: a five-fold cross-validation approach and multiple regression with controlled variables. The instrument developed in this study enables comparable measurement results of perceived service enthusiasm across different accommodation units. Furthermore, this research contributes to the knowledge of measurement instrument development in the era of big data. The practical implications of using the weighted word list are also discussed.

Suggested Citation

  • Tao Liu & Kewei Shi & Lingli Hu & Yuqing Liu & Yunyao Liu, 2023. "A New Instrument for Measuring Customers’ Perceptions of Service Warmth: A Big Data and Machine Learning Approach," SAGE Open, , vol. 13(4), pages 21582440231, December.
    • Handle: RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231218803
    DOI: 10.1177/21582440231218803
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440231218803
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440231218803?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Matthew Tuson & Berwin Turlach & Kevin Murray & Mei Ruu Kok & Alistair Vickery & David Whyatt, 2021. "Predicting Future Geographic Hotspots of Potentially Preventable Hospitalisations Using All Subset Model Selection and Repeated K-Fold Cross-Validation," IJERPH, MDPI, vol. 18(19), pages 1-21, September.
    2. Carter A. Hunt & Jie Gao & Lan Xue, 2014. "A visual analysis of trends in the titles and keywords of top-ranked tourism journals," Current Issues in Tourism, Taylor & Francis Journals, vol. 17(10), pages 849-855, November.
    3. Aaker, David A & Stayman, Douglas M & Hagerty, Michael R, 1986. "Warmth in Advertising: Measurement, Impact, and Sequence Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 365-381, March.
    4. Georgios Zervas & Davide Proserpio & John W. Byers, 2021. "A first look at online reputation on Airbnb, where every stay is above average," Marketing Letters, Springer, vol. 32(1), pages 1-16, March.
    5. Qiu, Wei & Chen, Yan & Zheng, Xin & Lv, Xingyang, 2023. "What do tourists look like to destination residents? Development of a tourist image scale from a high cultural distance perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    6. Cheng, Mingming & Zhang, Guojie, 2019. "When Western hosts meet Eastern guests: Airbnb hosts' experience with Chinese outbound tourists," Annals of Tourism Research, Elsevier, vol. 75(C), pages 288-303.
    7. Halkias, Georgios & Diamantopoulos, Adamantios, 2020. "Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 714-736.
    8. Moritz Hoffen & Marvin Hagge & Jan Hendrik Betzing & Friedrich Chasin, 2018. "Leveraging social media to gain insights into service delivery: a study on Airbnb," Information Systems and e-Business Management, Springer, vol. 16(2), pages 247-269, May.
    9. Kolbl, Živa & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios, 2019. "Stereotyping global brands: Is warmth more important than competence?," Journal of Business Research, Elsevier, vol. 104(C), pages 614-621.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Delgado-Ballester, Elena & Fernandez-Sabiote, Estela, 2024. "Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification," Journal of Business Research, Elsevier, vol. 177(C).
    2. Xue, Lan & Leung, Xi Y. & Ma, Shihan (David), 2022. "What makes a good “guest”: Evidence from Airbnb hosts' reviews," Annals of Tourism Research, Elsevier, vol. 95(C).
    3. Anna Isabelle Gomes Pereira Santos & André Riani Costa Perinotto & Jakson Renner Rodrigues Soares & Tiago Savi Mondo & Priscila Cembranel, 2022. "Expressing the Experience: An Analysis of Airbnb Customer Sentiments," Tourism and Hospitality, MDPI, vol. 3(3), pages 1-21, August.
    4. Barbarossa, Camilla & Buzeta, Cristian & De Pelsmacker, Patrick & Moons, Ingrid, 2022. "Foreign company misconduct and how consumers’ punitive intent is influenced by country stereotypes and the perceived similarity between the foreign country and the home country," International Business Review, Elsevier, vol. 31(5).
    5. Bourdin, David & Halkias, Georgios & Makri, Katerina, 2021. "The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework," Journal of Business Research, Elsevier, vol. 137(C), pages 28-38.
    6. Liao, Junyun & Chen, Jiada, 2024. "The authenticity advantage: How influencer authenticity management strategies shape digital engagement with sponsored videos," Journal of Business Research, Elsevier, vol. 185(C).
    7. Wei He & Chenyuan Jin, 2024. "A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory," Electronic Commerce Research, Springer, vol. 24(2), pages 1235-1265, June.
    8. Md. Mehedul Islam Sabuj, 2024. "Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale," International Journal of Science and Business, IJSAB International, vol. 35(1), pages 112-131.
    9. Juan Luis Jiménez & Armando Ortuño & Jorge V. Pérez-Rodríguez, 2022. "How does AirBnb affect local Spanish tourism markets?," Empirical Economics, Springer, vol. 62(5), pages 2515-2545, May.
    10. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    11. Aaker, Jennifer L. & Garbinsky, Emily N. & Vohs, Kathleen D., 2011. "Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"," Research Papers 2087, Stanford University, Graduate School of Business.
    12. Grimm, Pamela E., 2005. "Ab components' impact on brand preference," Journal of Business Research, Elsevier, vol. 58(4), pages 508-517, April.
    13. Ethem Ilbiz & Christian Kaunert, 2022. "Sharing Economy for Tackling Crypto-Laundering: The Europol Associated ‘Global Conference on Criminal Finances and Cryptocurrencies’," Sustainability, MDPI, vol. 14(11), pages 1-15, May.
    14. Josef Zelenka & Tracy Azubuike & Martina Pásková, 2021. "Trust Model for Online Reviews of Tourism Services and Evaluation of Destinations," Administrative Sciences, MDPI, vol. 11(2), pages 1-21, March.
    15. Lee, Kuo-Wei & Li, Chia-Ying, 2023. "It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    16. Mathieu Lajante & Olivier Droulers & Christian Derbaix & Ingrid Poncin, 2020. "Looking at Aesthetic Emotions in Advertising Research Through a Psychophysiological Perspective," Post-Print hal-02998419, HAL.
    17. Lena Abou El-Komboz & Anna Kerkhof & Johannes Loh, 2023. "Platform Partnership Programs and Content Supply: Evidence from the YouTube “Adpocalypse”," CESifo Working Paper Series 10363, CESifo.
    18. Woo, Ka-shing & Chan, Bobbie, 2020. "“Service with a smile” and emotional contagion: A replication and extension study," Annals of Tourism Research, Elsevier, vol. 80(C).
    19. Zhou, Zhimin & Ding, Yi & Feng, Wenting & Ke, Nianman, 2021. "Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background," Journal of Business Research, Elsevier, vol. 130(C), pages 364-375.
    20. Ivlevs, Artjoms & Smith, Ian, 2023. "Do International Tourist Arrivals Change Residents' Attitudes Towards Immigration? A Longitudinal Study of 28 European Countries," IZA Discussion Papers 15953, Institute of Labor Economics (IZA).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231218803. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.