Analysis of 1 380 Zara reviews shows bad customer experience with the staff

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Zara is an international fashion company that sells clothes in the latest fashion. However, the memes about Zara’s rude staff are all over the internet, and they are relatable. But what is the reason as to why Zara’s staff is so rude?

What do we base this on?

People speak a lot about customer service, and they are not pleased with it. Compared to our other companies we have analyzed, Zara’s bad customer service really stands out. The topic “customer service” occurs in no less than 49% of the texts, and it’s usually talked about in a negative way. The grade is 1,20 / 5 compared to the average grade of 1,29 / 5 for the rest of the project – and we can assume that this topic drags down the overall average because of the high occurrence grade (49%).

In our analysis, the topic “manager” occurs in 10% of the texts and usually in the negative reviews. The grade is 1,03 / 5, which is lower compared to the average grade for the rest of the project; 1,29 / 5. “Manager” frequently occurs together with the topic “customer service” (in 53% of the cases), and together with the topic “called” (in 34% of the cases).

Another interesting finding is that customers spoke more about Zara’s managers during Spring 2019, compared to Fall 2019. Why is that? Maybe they have realized the problem and started to work on it?

We can conclude that Zara’s managers are a problem according to the reviews, but we also see a trend that customers don’t talk as much about it today compared to last Spring 2019. Maybe a change – finally – is on its way?

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on Trustpilot.

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