온라인 리뷰 텍스트 분석을 통한 글로벌 베이커리 프랜차이즈의 국가 간 소비자 인식 구조 비교 연구

초록

"This study explores cross-national differences in consumer perception structures of a global bakery franchise by analyzing online review texts. For Paris Baguette, reviews from the United States, Canada, France, and Singapore were collected on Google Maps to understand how customers in different cultural contexts evaluate their experiences. Latent Dirichlet Allocation (LDA) was used to identify key experience-related topics in the reviews, and the proportions of these topics were compared across countries to identify similarities and differences in consumer perceptions. Then, Ordinary Least Squares (OLS) regression analyzed how topic prevalence affected overall ratings, while quadrant analysis identified country-specific managerial priorities. The results reveal both shared and unique evaluation patterns. Perceptions of staff hospitality were found to be universal criteria, whereas France emphasized product quality and Singapore paid more attention to the store environment. Negative service experiences were associated with significant declines in ratings, underscoring the importance of service management. By combining text mining with quantitative analysis, this study provides evidence for data-driven localization strategies and offers practical insights for managing customer experience in global foodservice franchises."

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