Textual analysis and Customer Satisfaction analysis: a proposal for integration

Textual analysis is a cutting-edge technique that is becoming prominent in customer satisfaction analysis. It has been widely developed in the field of web communication, but, in our opinion, it has a great potential in classic customer satisfaction applications. In our work, we propose performing a textual analysis in order to study the new image communication approach of pharmaceutical companies that want access to the Italian market. For the last few years, the pharmaceutical market in Italy has required stakeholder-oriented policies, aiming at communicating the value of products proposed to market. This innovative approach requires a new vision of market access activities, especially inside the company. In order to study the implementation of this strategy, we propose analyzing the perception of this change of direction amongst companies’ employee and management. We recorded the definition of market access given by the management and by a sample of Field Access Managers (FAM) of a big pharma company. Using textual analysis, we constructed perceptual maps of concepts used to define the market access policies of the company, and we positioned individuals on these maps in order to evaluate the differences in the perception of management and FAMs. Moreover, we provided a referral framework considering the definitions of market access given by literature. The first component provided by textual analysis discriminates between strategic and tactic orientation. The management positions are in the middle, with few overlapping, between the strategic-oriented position of literature and the tactic-oriented position of FAMs, who are too far from the concept of value transmission. The second component discriminates between the communicative and the normative attitude, showing a more dispersive positioning of both management and FAMs. Our findings show that a distance exists between managerial and operational perceptions of company image. Our future research will strengthen our findings by taking into account an analysis of stakeholders' perception of the company image and its activities in market access in particular. - Bolasco, Sergio, and Tullio De Mauro. L'analisi automatica dei testi: fare ricerca con il text mining. Carocci Editore, 2013. - Falotico, Rosa, and Paolo Mariani. La Parole del MA: un'applicazione di word clouding. Tendenze nuove, 2014. - Hayes, Bob E. Measuring customer satisfaction: Survey design, use, and statistical analysis methods. ASQ Quality Press, 1998.