Location
Hilton Hawaiian Village, Honolulu, Hawaii
Event Website
https://hicss.hawaii.edu/
Start Date
3-1-2024 12:00 AM
End Date
6-1-2024 12:00 AM
Description
In order to understand the antecedents of costumer satisfaction, businesses can analytically utilise the growing amount of customer's information. Unstructured text data can be used to uncover important information owing to developments in Natural Language Processing and text analytics approaches. In this paper, we focus on customer reviews posted on e-commerce shopping platforms. We perform manual data annotation to determine the sentiment of the review with respect to the most important aspects of the customer journey. The 14 extracted aspects are grouped into three constructs that correspond to the stages of the customer's interaction with the e-commerce platform. We make use of a configurational approach, Fuzzy-set Qualitative Comparative Analysis, to understand how the sentiment with respect to the three stages combine to achieve positive customer satisfaction. The outcomes of the analysis show that all the three stages of customer journey play important roles in determining the final evaluation of a customer, leading to a positive or a negative sentiment. The theoretical and practical implications are discussed.
Recommended Citation
Mezei, Jozsef; Davoodi, Laleh; and Nikou, Shahrokh, "Customer Review Analysis of Online E-commerce Platforms — A Configurational Approach" (2024). Hawaii International Conference on System Sciences 2024 (HICSS-57). 2.
https://aisel.aisnet.org/hicss-57/da/qualitative_comparative_analysis/2
Customer Review Analysis of Online E-commerce Platforms — A Configurational Approach
Hilton Hawaiian Village, Honolulu, Hawaii
In order to understand the antecedents of costumer satisfaction, businesses can analytically utilise the growing amount of customer's information. Unstructured text data can be used to uncover important information owing to developments in Natural Language Processing and text analytics approaches. In this paper, we focus on customer reviews posted on e-commerce shopping platforms. We perform manual data annotation to determine the sentiment of the review with respect to the most important aspects of the customer journey. The 14 extracted aspects are grouped into three constructs that correspond to the stages of the customer's interaction with the e-commerce platform. We make use of a configurational approach, Fuzzy-set Qualitative Comparative Analysis, to understand how the sentiment with respect to the three stages combine to achieve positive customer satisfaction. The outcomes of the analysis show that all the three stages of customer journey play important roles in determining the final evaluation of a customer, leading to a positive or a negative sentiment. The theoretical and practical implications are discussed.
https://aisel.aisnet.org/hicss-57/da/qualitative_comparative_analysis/2