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Perceived Vs Recorded Quality of Tissue Paper: a Thematic Analysis of Online Customer Reviews

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Perceived Vs Recorded Quality of Tissue Paper: a Thematic Analysis of Online Customer Reviews Linköping University | Department of Management and Engineering (IEI) 30hp/Master’s Thesis | Industrial Engineering and Management Spring term 2019 | LIU-IEI-TEK-A-19/03586-SE Perceived Vs Recorded Quality of Tissue Paper: A Thematic Analysis of Online Customer Reviews Bin Bai Mobolaji Folorunso Supervisor: Magnus Berglund Examiner: Peter Cronemyr Linköping University SE-581 83 Linköping, Östergötland, Sweden +46 013 28 10 00, www.liu.se Copyright The publishers will keep this document online on the Internet – or its possible replacement – for a period of 25 years starting from the date of publication barring exceptional circumstances. The online availability of the document implies permanent permission for anyone to read, to download, or to print out single copies for his/her own use and to use it unchanged for non-commercial research and educational purpose. Subsequent transfers of copyright cannot revoke this permission. All other uses of the document are conditional upon the consent of the copyright owner. The publisher has taken technical and administrative measures to assure authenticity, security and accessibility. According to intellectual property law the author has the right to be mentioned when his/her work is accessed as described above and to be protected against infringement. For additional information about the Linköping University Electronic Press and its procedures for publication and for assurance of document integrity, please refer to its www home page: http://www.ep.liu.se/. © Bin Bai & Mobolaji Folorunso, 2019 Abstract At the moment, the largest amount of tissue paper products are consumed in East Asia (which includes China and Japan), Europe and North America, and between 2010 and 2023, consumption of tissue paper products is expected to grow by 3% with the largest growth rate in China. Meanwhile, toilet paper, kitchen towels and facial tissues, combined make up 85.2% of all tissue paper products consumed in 2018. While different factors can be named as responsible for this growth in consumption, it is quite difficult to isolate the product-related factors that contribute to the growth of consumption of tissue paper in different countries due to the fact that tissue products have limited uniform specifications between different suppliers. This means, tissue suppliers and tissue machine manufacturers, like Valmet, are left with the challenge of understanding customers’ motivations behind demand of different tissue paper products. This is the motivation behind this study, which is to investigate what qualities of toilet paper, facial tissues and kitchen towels, are customers in the US, China and Japan satisfied or dissatisfied with. This is compared with measurements of the qualities of these products, like softness, strength, thickness, to determine the ranges of values of the products’ qualities that customers are satisfied with. Online reviews of 34 different brands of tissue paper products are collected ethically from online retailer websites (Amazon US, Amazon Japan, Walmart, JD.com), and analysed using the thematic analysis methodology to identify the list of qualities of tissue products that customers are satisfied or dissatisfied with. Then, the Pareto rule was used to identify the top 20% most important qualities to customers. These 34 brands were also purchased from these online retailers and their different qualities were measured. The results and conclusion from the study revealed different insights, among which is that softness is a must-be quality for toilet papers in all countries studied, while water absorption is a must-be quality for kitchen towels. The study also revealed ranges of the numerical values of these qualities that are acceptable to end consumers. Valmet intends to use the conclusions from the study in engagements with tissue paper suppliers in the three countries regarding product strategies and choice of technology. Keywords: Perceived Quality, Customer Satisfaction, Thematic Analysis, Tissue Paper Acknowledgements We would like to extend our gratitude to the wonderful staff at Valmet, who, out of their busy schedules, created time for us during the entire period of the thesis. Special thanks to Hannes Rask, our supervisor at the company for his support from the beginning to the end of the thesis. Ingmar Andersson, also deserves a mention for the leadership provided and support in accessing the required resources needed in carrying out the thesis. Carina Törngren at the Tissue Technology Center was also very supportive with providing us measurement results on time, and your support was instrumental in the completion of this work. We also appreciate Agnes Lindell who was the one that motivated our decision to take up this thesis topic, and she was very supportive throughout the entire thesis work. We also appreciate our supervisor at the university, Magnus Berglund, who out of his experience as an accomplished researcher, provided us the required guidance and support in writing this thesis. We also thank our opponent, Hassan Makaraan, for his insightful inputs to our thesis work. This publication is part of Mobolaji’s research work produced during his scholarship period, funded by the Swedish Institute at Linköping University. Table of Contents 1. Introduction ........................................................................................................................ 1 1.1 Background ................................................................................................................... 1 1.2 Company description ..................................................................................................... 3 1.3 Research Purpose .......................................................................................................... 4 1.4 Research Questions ........................................................................................................ 4 1.5 Delimitations ................................................................................................................. 4 1.6 Academic Requirement .................................................................................................. 5 1.7 Original contribution to knowledge ................................................................................ 5 2.0 Situation Analysis .............................................................................................................. 6 2.1 The Tissue Market In the US, China and Japan .............................................................. 6 2.2 Factors that influence the demand for tissue paper .......................................................... 6 3.0 Frame of Reference ........................................................................................................... 8 3.1 Online Ratings and Reviews ........................................................................................... 8 3.2 Perceived Quality ........................................................................................................... 9 3.3 Relationship between online reviews and perceived quality ............................................ 11 3.4 Perceived quality of tissue paper ................................................................................... 12 3.5 Thematic analysis framework ....................................................................................... 13 3.6 Theories of customer satisfaction .................................................................................. 13 3.7 Conceptual Framework ................................................................................................ 14 4. Problem discussion ............................................................................................................ 17 4.1 Satisfiers and Dissatisfiers In Tissue Paper Quality ....................................................... 17 4.2 Sub-research questions ................................................................................................. 18 5. Research Methodology ...................................................................................................... 21 5.1 Research Strategy ........................................................................................................ 21 5.1.1 Stage 1 - Planning .................................................................................................. 21 5.1.2 Stage 2 - Data Collection ........................................................................................ 27 5.1.3 Stage 3 - Data Analysis ........................................................................................... 30 5.1.4 Stage 4 - Conclusion ............................................................................................... 33 5.2 Ethical Considerations ................................................................................................. 33 5.3 Objectivity ................................................................................................................... 33 5.4 Validity and Reliability ................................................................................................ 34 6.0 Results/Discussion ........................................................................................................... 35 6.1 Analysis of Online Customer Reviews ........................................................................... 35 6.1.1 Bath .....................................................................................................................
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