Are customer star ratings and sentiments aligned? A deep learning study of the customer service experience in tourism destinations

Abstract

This study explores the consistency between star ratings and sentiments expressed in online reviews and how they relate to the different components of the customer experience. We combine deep learning applied to natural language processing, machine learning and artificial neural networks to identify how the positive and negative components of 20,954 online reviews posted on TripAdvisor about tourism attractions in Venice impact on their overall polarity and star ratings. Our findings showed that sentiment valence is aligned with star ratings. A cancel-out effect operates between the positive and negative sentiments linked to the service experience dimensions in mixed-neutral reviews.