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2Nd-MQM Conference Journal.Pdf I , Q M C – A, Publishing House “Delo” Moscow · УДК 330 ББК 65 C Editorial Board: Katalin Dióssi, PhD, Russian Academy of National Economy and Public Administration, Russia Svetlana Ovsiannikova, PhD, Russian Academy of National Economy and Public M H C Administration, Russia Andrea Mikáczó, PhD, Szent István University, Hungary Online reviews: are they useful for consumers? David D`Acunto . .9 Machine learning for marketing: trends, perspectives and nd International management, Quality and Marketing Conference –th April, . an evaluation of three methods (Вторая Международная конференция по менеджменту, качеству и маркетингу, Daniel Sonnet . 22 – апреля года: на англ. языке). — М.: Издательский дом «Дело» РАНХиГС, .— с. The contemporary marketing classifi cations: distinctions sections and metrics ISSN - Ivan Novitskii, Nikita Tsyplakov, Alexander Leonow . 36 The scientifi c works collection contains the results of researches presented at the inter- The emigration issue of citizens from regions national scientifi c-practical nd International “Management, Quality and Marketing” of the Russian Federation conference. The collection is formed from the articles of professors and undergraduate, Kirill Darchev, Maxim Khlystalov, Igor Yarmomedov, graduate and postgraduate students of studies of Faculty of economic and social scien- Svetlana Ovsiannikova. 46 ces of Russian Presidential Academy of National Economy and Public Administration, Nanyang Technological University (Singapore), University of Pisa (Italy), University of On the uneven population density problems Applied Sciences Hochschule Fresenius (Germany), Szent István University (Hungary), Elizaveta Makarova, Erik Salikhov, Svetlana Ovsiannikova . 55 Budapest Business School (Hungary), “Dunărea de Jos” University of Galaţi (Romania). The content of the collection refl ects the current theoretical and practical issues on the following topics: modern management and marketing, environmental issues, human Research on the number of orphans in the subjects of RF capital, national economy, business education, quality management and lean production, using methods of econometric analysis effi ciency of business processes based on the use of modern technologies and capabili- Ekaterina Boloban, Daria Lipina, Maria Zinovieva, ties of the digital economy. Svetlana Ovsiannikova. 63 For researchers, teachers, students, graduate students, managers-practitioners, as well as anyone interested in management, quality and marketing. Expected life expectancyand factors aff ecting it Anna Tselischeva, Anastasia Сhebotar, Svetlana Ovsiannikova . 71 Analysis of generation Z life satisfaction УДК 330 Ekaterina Ademasova, Valeriya Gorokhova, Pavel Zhokhovsky, ББК 65 Svetlana Ovsiannikova . 77 ISSN - A multifactor analysis of fl u incidence Polina Gryaznova, Polina Tarnovskaya, Svetlana Ovsiannikova . 82 Analysis of the factors infl uencing life expectancy Victoria Pshenichnykh, Alice Stetsenko, Svetlana Ovsiannikova . 92 © Russian Presidential Academy of the National Economy and Public Administration, Analysis of road traffi c accidents in Russia Daria Peshnikova, Svetlana Ovsiannikova . 108 An empirical study of factors aff ecting suicide rate A new approach for manufacturer to improve traditional price in the Russian Federation negotiation at the retailer`s market monopoly Aleksandr Semenov, Dmitry Tikhonov, Svetlana Ovsiannikova . 116 Polina Sintyurihina, Anastasia Zhuravleva, Evgeny Itsakov. 216 Herfendahl — Hirshman index calculation problem for diff erent markets N E E I Anastasia Petryaeva, Alexandra Stepanova, Ilya Davydov, Aleksander Leonow . 226 The refl ection of tradition at the 100th anniversary of Romania. The way the tradition helps at forming the identity of the nation Process mining as an advanced tool for process analysis: Oana Andreea Nae, Patricia-Alexandra Nae . 125 logistics department case study Andrey Cherevets, George Blinov, Zemfi ra Aybedullova, Research on the subsidy level in the Russian Federation: Evgeny Itsakov. 234 correlation-regression analysis Comparative study of certain factors determining quality Vladislav Beliaev, Evgeniia Kalinina, Svetlana Ovsiannikova . 137 assurance in higher education between Hungary and Russia Factors infl uencing technology innovations costs Boglárka Herczeg, Katalin Dióssi, Tibor Miskolczi, . 245 Sofi ya Vdovenko,Renata Mikhailova, Svetlana Ovsiannikova . 145 Margarita Kozlova, Andrea Mikáczó Quality and Responsibility — Lessons learnt from Investigating potential tourism strategies for promoting the ESG2015 based institute accreditation the rich cultural heritage of the Republic of Dagestan for higher educational institutions Dorobăţ Dragoș, Makhach M. Vagabov, Raziyat Akhmedova, Andrea Mikáczó, Boglárka Herczeg, Tibor Miskolczi, Hajara Amaeva, Yanev Etien . 152 Katalin Dióssi . 258 An empirical study of water pollution in the regions of the Russian Federation Managing Educational Projects: Cloud Solutions for Workfl ow Kristina Bodrova, Vidana Sizonenko, Svetlana Vasilevich, Automation Olga Makarova, Anna Olkova . 269 Svetlana Ovsiannikova . 177 Research on the incidence rate in regions of the Russian Federation Natalia Nalivayko, Svetlana Ovsiannikova . 185 The problem of deforestation in Russia Elizaveta Volskaya, Valeriya Lesnyak, Svetlana Ovsiannikova . 193 M E Data management for business intelligence: collection, storage and processing issues Evgeny Itsakov. 201 Project risk management: a case of developing an innovative manufacturing enterprise Anastasiia Lazarenko, Marylou Sarah Lucille Dupuis . 207 M H C Online reviews: are they useful for consumers? D DA Department of Economics and Management University of Pisa A This paper focuses on the language used by con- sumers in a sample of TripAdvisor online reviews. We investigate, by means of automated text analy- sis, how the language infl uences the reviews’ useful- ness perception, i. e. the number of times the review has been marked as helpful by others. Our overall dataset consists of over million Tr- ipAdvisor hotel reviews from the top six European destinations (GDCI, ), Amsterdam, Barcelona, Istanbul, Paris, London, Rome and covering the – period. In this paper we focus on a sam- ple of reviews about Amsterdam. Results suggest that word count and some lin- guistic features of reviews have an infl uence on re- views’ usefulness perception. Implications for man- agers are provided. Key words: online reviews’ usefulness; automat- ed text analysis; hospitality industry; eWOM I Consumers’ online reviews represent one of the main sources of electronic word-of-mouth (eWOM) I. M, Q M C O : (Del Chiappa et al., ) and play a critical role particularly in D// the tourism and hospitality industry (Schuckert et al., ). Managing online reviews eff ectively improves room occupancy Data (De Pelsmacker et al., ), online booking transaction average Our overall dataset consists of over million TripAdvisor hotel value (Torres et al., ), and consumers’ willingness to pay (Ni- reviews from the top six European destinations (GDCI, ), eto-Garcia et al., ). When communicating about the compa- Amsterdam, Barcelona, Istanbul, Paris, London, Rome and cover- ny’s products and services customers become “objective voices” ing the – period (Table ). The dataset considers the to- (Vermeulen and Seegers, ), and over % of consumers take tal amount of available hotels in the TripAdvisor platform for the into account other peers reviews when planning a holiday (Xie et selected cities. al., ) and to inform their decision-making processes (Zhu & Zhang, ). Online reviews are indeed perceived as more trust- T . Descriptive statistics: sample worthy and credible compared to company-generated informa- City N. of reviews % N. of hotels % tion (Filieri et al., ; Park, Lee and Han, ). London . ,% . ,% The main features of consumer reviews are the score (e. g., Paris . ,% . ,% stars) and the content of the review. Review content are unstruc- Rome . ,% . ,% Barcelona . ,% ,% tured user-generated contents (Zhang et al., ) and they re- Amsterdam . ,% ,% fl ect customers’ consumption experience and their perceptions Istanbul . ,% . ,% in more detail than mere ratings (Xu and Li, ). Therefore, the Total .. ,% . ,% text-based analysis of consumer reviews has attracted consider- able attention in the recent marketing literature (e. g. Berger et For the specifi c purpose of this study, we downloaded only the al., , Ludwig et al., ; Villarroel et al., , van Laer et al. reviews originally written in English, in order to avoid any data ) suggesting, for instance, that customers tend to use more loss due to mistakes in translation or misinterpretation when ap- words to express their dissatisfaction and anger towards a prod- plying the dictionaries developed for the content analysis soft- uct or service (Berezina et al. ). In addition, some linguistic ware. Cultural biases are minimized as guests come from all over attributes have been investigated to understand how they infl u- the world in the selected tourist destinations, as shown in Fig. ence customer ratings (Zhao et al. ). Latin America Oceania; 6,4% Africa This paper focuses on the language used by consumers in a and The sample of TripAdvisor online reviews and in particular we inves- Carribean tigate how the language infl uences the reviews’ usefulness per- Asia; 7,7% ception, i. e. number of times the review has been marked as use- ful by others, which is an important information for consumers to facilitate decision-making as it increases readers’ choice of the
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