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This methodological paper demonstrates how service firms can use digital technologies to quantify and predict customer evaluations of their interactions with the firm using unstructured, qualitative data. To harness the power of unstructured data and enhance the customer-firm relationship, the use of computerized text analysis is proposed.

Three empirical studies were conducted to exemplify the use of the computerized text analysis tool. A secondary data analysis of online customer reviews (n = 2,878) in a service industry was used. LIWC was used to conduct the text analysis, and thereafter SPSS was used to examine the predictive capability of the model for the evaluation of customer-firm interactions.

A lexical analysis of online customer reviews was able to predict evaluations of customer-firm interactions across the three empirical studies. The authenticity and emotional tone present in the reviews served as the best predictors of customer evaluations of their service interactions with the firm.

Computerized text analysis is an inexpensive digital tool which, to date, has been sparsely used to analyze customer-firm interactions based on customers' online reviews. From a methodological perspective, the use of this tool to gain insights from unstructured data provides the ability to gain an understanding of customers' real-time evaluations of their service interactions with a firm without collecting primary data.

This research contributes to the growing body of knowledge regarding the use of computerized lexical analysis to assess unstructured, online customer reviews to predict customers' evaluations of a service interaction. The results offer service firms an inexpensive and user-friendly methodology to assess real-time, readily available reviews, complementing traditional customer research. A tool has been used to transform unstructured data into a numerical format, quantifying customer evaluations of service interactions.

This study aims to critically evaluate and reflect on the current state of service research in Africa. The purpose is to develop a roadmap to guide future service research in and out of Africa.

This study is a conceptual reflection and in situ observation of service research and practice in Africa.

This study delineates scholarly, policy and managerial pathways for further service research in the African context. Service research in Africa is often experience-based rather than concept-based, and such research is often conducted in close collaboration with the local business community. Theoretical development and empirical exploration through collaboration initiatives among institutions with mutual research interests are encouraged.

This study is a theoretical analysis of service research in Africa. Further empirical exploration is needed to delineate service research priorities and methodological directions so as to balance local needs and global relevance.

Africa represents fertile terrain for experience-based insights regarding financial behavior, ecosystem services and nation branding. Grassroots-level involvement in research represents a key component of managerial relevance.

This study highlights the role of service research in and about Africa. The discussion demonstrates that the African Ubuntu values of community involvement and a collectivist orientation can expand the relevance of research from the academic business field to broader society.

This study represents a unique perspective on service research in the African context. In doing so, this paper lays the groundwork for more meaningful participation on the part of African-based researchers in the global service research domain. Experience-based research projects focusing on the empirical starting point complement theory development and serve as useful anchors for theory implementation in practice.