Customer Review Analysis of Online E-commerce Platforms: A Configurational Approach

József Mezei*, Laleh Davoodi, S. Nikou

*Corresponding author for this work

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

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Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the 57th Hawaii International Conference on System Sciences
Pages1476-1485
Publication statusPublished - 2024
Event57th Hawaii International Conference on System Sciences (HICSS) - Hawaii
Duration: 3 Jan 20246 Jan 2024

Conference

Conference57th Hawaii International Conference on System Sciences (HICSS)
CityHawaii
Period3/01/246/01/24

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