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            <title xml:lang="en">Il était une voix ... celle du consommateur</title>
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                <forename type="first">Rémy</forename>
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                <title xml:lang="en">Il était une voix ... celle du consommateur</title>
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                <term xml:lang="en">Lexical analysis</term>
                <term xml:lang="en">Consumer reviews</term>
                <term xml:lang="en">Eco-friendly products</term>
                <term xml:lang="en">Consumer satisfaction</term>
                <term xml:lang="en">Lexical analysis</term>
                <term xml:lang="fr">Satisfaction du consommateur</term>
                <term xml:lang="fr">Produits écologiques</term>
                <term xml:lang="fr">Avis des consommateurs</term>
                <term xml:lang="fr">Analyse lexicale</term>
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              <p>With the intensification of consumer expression on the Internet, which generates considerably more secondary data than in the past, researchers and businesses have focused on placing the voice of the consumer at the center of managerial concerns. In this research, we applied an automated lexical analysis method using hierarchical clustering to consumer reviews. By implementing this method, it allowed us to identify different criteria of satisfaction and dissatisfaction for two outdoor sportswear brands, Patagonia and The North Face, with one being more environmentally engaged than the other.</p>
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              <p>Avec l’intensification de l’expression des consommateurs sur Internet qui génère considérablement plus de données secondaires qu’autrefois, chercheurs et entreprises se sont attelés à remettre la voix du consommateur au centre des préoccupations managériales. Dans cette recherche, nous avons appliqué sur des avis de consommateurs une méthode d’analyse lexicale automatisée par classification hiérarchique descendante. En mettant en œuvre cette méthode, cela a permis de détecter des critères de satisfaction et d’insatisfaction différents pour deux marques de vêtements de sport extérieur Patagonia et The North Face, l’une étant environnementalement plus engagée que l’autre.</p>
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