A Calibrated Analysis of Customer Rating–Sentiment Mismatch: An Examination of eWOM Reviews of Michelin-Starred Restaurants in Istanbul

Öz

Online customer reviews are used as a decisive source of information in restaurant choice. However, reading star ratings alone does not always reflect the emotional tone conveyed in the review text. This mismatch is thought to become more pronounced in high-end (fine-dining) restaurants, where expectations are high. By contrast, studies relying on domain-specific calibrated measures in Michelin-starred restaurants remain limited. In this study, directional rating–sentiment mismatch was examined using 5,281 multilingual Google reviews (2017–2026) of eight Michelin-starred restaurants in Istanbul. Sentiment classification was performed with a transformer-based classifier calibrated on 500 human-labeled reviews. In ordered and binary logistic regression models—controlling for review length and including restaurant and month fixed effects—text-derived sentiment was found to strongly explain star ratings. A one-step increase in sentiment was estimated to raise the odds of a five-star rating by approximately 3.35 times and to lower the odds of a one- or two-star rating to 0.18. Despite this overall alignment, negative sentiment was identified in 7.7% of five-star reviews and positive sentiment in 22.8% of one- and two-star reviews. Moreover, the mismatch rate was found to vary across restaurants. These findings indicate that monitoring based solely on star ratings may miss dissatisfaction signals concealed within high ratings. By empirically quantifying rating–sentiment mismatch through domain-specific calibrated sentiment measurement in multilingual reviews, this study contributes to this gap in the literature.

Anahtar Kelimeler

• gastronomy tourism
• electronic word-of-mouth
• online reviews

Müşteri Puanı-Duygu Uyumsuzluğunun Kalibre Analizi: İstanbul'daki Michelin Yıldızlı Restoranların eWOM Yorumlarının İncelenmesi

Öz

Çevrim içi müşteri yorumları, restoran seçimlerinde belirleyici bir bilgi kaynağı olarak kullanılmaktadır. Ancak yıldız puanlarının tek başına okunması, yorum metnindeki duygusal tonu her zaman yansıtmamaktadır. Bu uyumsuzluğun, beklentinin yüksek olduğu üst düzey restoranlarda daha belirgin hale geldiği düşünülmektedir. Buna karşın Michelin yıldızlı restoranlarda, alana özgü kalibre edilmiş ölçümlere dayanan çalışmalar sınırlı kalmıştır. Bu çalışmada, İstanbul'daki sekiz Michelin yıldızlı restorana ait 5.281 adet çok dilli Google yorumu (2017–2026) üzerinden yönlü puan–duygu uyumsuzluğu incelenmiştir. Duygu sınıflandırması, 500 insan etiketli yorumla kalibre edilmiş transformer tabanlı bir sınıflandırıcıyla yapılmıştır. Yorum uzunluğu ile restoran ve ay sabit etkileri kontrol edilerek kurulan sıralı ve ikili lojistik regresyon modellerinde, metinden türetilen duygunun yıldız puanlarını güçlü biçimde açıkladığı bulunmuştur. Duyguda bir basamaklık artışta, beş yıldız olasılığının yaklaşık 3,35 kat arttığı, bir–iki yıldız olasılığının ise 0,18 düzeyine düştüğü hesaplanmıştır. Genel uyuma karşın, beş yıldızlı yorumların %7,7'sinde olumsuz, bir–iki yıldızlı yorumların %22,8'inde olumlu duygu saptanmıştır. Ayrıca uyumsuzluk oranının restoranlar arasında farklılaştığı görülmüştür. Bu bulgular, yalnızca yıldız puanlarına dayalı izlemenin yüksek puanlar içinde gizlenen memnuniyetsizlik sinyallerini kaçırabileceğine işaret etmektedir. Çalışma, çok dilli yorumlarda alana özgü kalibre edilmiş duygu ölçümüyle puan–duygu uyumsuzluğunu ampirik olarak sayısallaştırarak alanyazındaki bu boşluğa katkı sunmaktadır.

Anahtar Kelimeler

• gastronomi turizmi
• elektronik ağızdan ağıza iletişim
• Çevrimiçi değerlendirmeler
• müşteri duygu analizi

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