Sinking in masses of online reviews: how good can AI support online customer feedback management (CFM)?

Availability of this bachelor thesis

The bachelor thesis is available. 


The spread of the Internet has an influence on our communication methods and our consumer behaviour. Products and services of companies can be evaluated by customers on platforms such as Tripadvisor, Yelp, Google or Customers can post reviews on online platforms. These are used again by other customers, in order to make themselves a picture of a venue or a hotel. Businesses are thus dependent on their online image, which is why there are hardly any companies today that can ignore this feedback process. This presents companies with new challenges in customer relationship management and has made online customer feedback management more crucial. 

Due to the increasing number of online feedbacks and the willingness to reply to these reviews and evaluate their text content, companies are becoming more dependent on IT support.  The use of modern advanced IT can help to improve the image on the web, acquire new customers, increase customer loyalty and boost sales at the same time. AI-based technologies offer potential solutions for this, but their use leads to changes in the design of customer relationships and in the organisation of socio-technical processes within the company.

Also typical offline businesses such as the hotel and restaurant industry face these challenges.

For further Information see:ReAdvisor: Intelligent Customer Feedback Management


This thesis aims to explore the challenges of online customer feedback management in the hotel and restaurant industries. We are looking for motivated students who want to investigate the research question in the context of a bachelor thesis:

  1. Which impact on human co-workers and roles in organization do Digital Agents have?

In this thesis, your task will be to systematically analyze collected data (Interviews, videos, questionnaires) from the already conducted experiments. You will also identify and study relevant literature from IS, CSCW, HCI, and POC research.

This thesis gives you the opportunity to deepen your knowledge in the application of IT and artificial intelligence within a real-world project.


For this thesis, we are looking for:

  • Motivated students with an interest for artificial intelligence, restaurants (hotel) business, review platforms (, TripAdvisor etc.) and working with quantitstive and qualitative data
  • This thesis is particularly of interest to students with previous experience with CL
  • German knowledge is very welcomed


If you are interested in the topic and think you are the right person to get involved, contact us: