Tracking Service Excellence Based On Analysing Consumer Perceptions In The Online Environment
On 17 February 2014, SUSS School of Business (SBIZ) lecturer Ms Guan Chong presented a proposed research project that aims to measure consumers' online feedback on service companies in Singapore. The joint project - with team members Assoc Prof Lee Pui Mun, Dr Calvin Chan, Dr James Tan, Dr Ding Ding and Guan Chong - seeks to develop a Consumer Online Rating Index on Service Excellence (CORISE) by examining online service ratings in the hotel industry.
Noting that social media has changed the way consumers communicate and obtain information, Guan Chong shared about how the research will leverage consumer review ratings across major online user-generated review platforms to provide a quantitative benchmark for service performance of an industry over time. According to her, CORISE will help to identify service gaps, provide feedback on service performance, and serve as a point of reference for consumers seeking good service. The research will also explore the relationship between an organisation's CORISE scores and its financial performance.
The session concluded with a lively question-and-answer session, during which suggestions that could further add value to the research project were raised.