Beruflich Dokumente
Kultur Dokumente
Department of Industrial Engineering, Seoul National University, Daehak-dong, Gwanak-gu, Seoul, 151-744, Republic of
Korea (phone: 82-10-3152-2537; fax: 82-2-878-3511; e-mail: daekooky@snu.ac.kr).
2
Department of Industrial Engineering, Seoul National University, Daehak-dong, Gwanak-gu, Seoul, 151-744, Republic of
Korea (phone: 82-10-3152-2537; fax: 82-2-878-3511; e-mail: parkyt1@snu.ac.kr).
opinion mining. Some studies classified sentiment of
words extracted from review document [5,6,7]. Other
research focused on subjective expressions [8,9],
subjective sentences [10], and topics [11,12]. However,
previous research did not provide practical information
for evaluating customer satisfaction based on the
customer review because they just focused on the
technique itself. Thus, there is a need for using sentiment
analysis appropriately to analyze customer satisfaction
based on the customer review.
Multi Criteria Decision Making (MCDM) approach
can be the most suitable method to support an analysis of
customer review with sentiment analysis. This is because
service attributes that affect customer satisfaction are
much different among various categories compared with
those of product. Also multiple attributes affect customer
satisfaction of service simultaneously and weights of
service attributes are different. Because of this, sentiment
analysis cant cover all of these aspects single-handed. It
is reasonable to use MCDM approach to support an
analysis of customer review with sentiment analysis
effectively because MCDM approach can deal with multi
attributes for evaluating service simultaneously.
Accordingly, this study proposes a framework for
measuring customer satisfaction of service based on an
analysis of the customer review by using sentiment
analysis and MCDM approach. Especially, because of the
ease of usage and interpretation, aggregating function
based MCDM approach is used in this study. The
proposed framework mainly consists of two parts: data
collection and preprocessing and measurement of
customer satisfaction. In the stage of data collection and
preprocessing, dictionaries of service attributes and
sentimental words are constructed based on the review
data by using text mining. Then, keyword vectors of
customers opinions are constructed by using sentiment
analysis. In the stage of measurement of customer
satisfaction, measuring of customer satisfaction is
conducted by using three aggregating function based
MCDM methods. Lastly, validity test is conducted with
various results derived from different MCDM methods.
The proposed framework can provide useful information
for diagnosing customer satisfaction and propose
directions for improvement of service through review data
of service.
The rest of this paper is organized as follows. In
section II, methodological background of this study is
provided. The section of first introduces sentiment
I. INTRODUCTION
With the rapid technological advance especially in
internet, e-business and information sharing has been
activated [1]. The fact that many business activities are
occurred through the computer and internet reveals the
core issue of how e-business can make high customer
satisfaction [2]. Especially in the service, this issue has
significant importance because customers want to get
much customized services in e-business [3]. Thus it has
become important to be able to monitor and enhance
customer satisfaction in e-business.
User generated contents can be recognized as a major
channel to listen and monitor a voice of customer in the
service [4]. This user generated contents mean all
materials on the website that is uploaded, viewed, and
downloaded by the users. Among many kinds of user
generated contents, customer review is considered as the
core of user generated contents because it contains direct
experiences of customers. Also, customer review has the
merit in terms of reliability since customers write review
voluntarily, whereas survey method that is generally used
to investigate customer satisfaction can lead to inaccurate
results because of problems in contents of survey and
attitude of respondent.
Some previous research have been focused on their
efforts to extract useful information automatically from
the customer review by using sentiment analysis and
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(2) VIKOR
A. Sentiment analysis
(3) GRA
Grey relational space is the concept that is proposed
by combining system theory and space theory [17]. The
concept of grey relations emphasizes the greyness that
means incomplete information. As a method for analyzing
these grey relations, GRA is proposed to understand the
uncertain relations between things, components of
systems. GRA assumes that relationships can be identified
among complex factors in a system. This method provides
the correlations between the reference (desired) factors
and other compared (alternative) factors of system based
on the degree of similarity [18].
III. RESEARCH FRAMEWORK
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(1)
: Review of customer i
: Overall rating of customer i
: Polarities for m attributes of
service
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(2)
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ACKNOWLEDGMENT
This work was supported by the National Research
Foundation of Korea(NRF) grant funded by the Korea
government (MEST) (No.2011-0030814)
G. Validity test
To know how reliable results are derived, validity test
is conducted. Preference results of three MCDM
approaches are compared with real preference results by
using real overall rating of service. Hit ratio of three
MCDM approaches are calculated based on the accuracy
of prediction in evaluating preference. Since high hit ratio
implies that preference of service alternatives are well
predicted, we can conclude that the MCDM approach that
has high hit ratio are more suitable for measuring
customer satisfaction in certain category of service.
According to categories of service, MCDMs performance
for evaluating customer satisfaction can be changed. Thus,
validity test is needed to find appropriate approach.
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V. CONCLUSION
This study proposed a framework for measuring
customer satisfaction of service based on user generated
contents using sentiment analysis and aggregating
function based MCDM approach. Specifically, first,
review data is collected to construct dictionaries of
service attribute and sentimental words. Then, keyword
vectors of customers opinions are derived by using
sentiment analysis. Based on keyword vectors, customer
satisfaction with respect to each service attribute is
measured. Lastly, evaluation of final level of customer
satisfaction is conducted by using three aggregating
function based MCDM methods and validity test is
conducted to compare the performance of each method.
This study has three major contributions. First, since
this study proposes framework for analyzing customer
satisfaction of service based on customer review, it can be
the basis of other research that deal with review data to
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