Online complaint handling: a text analytics-based classification framework

Dobrucalı Yelkenci B., ÖZDAĞOĞLU G., İLTER B.

Marketing Intelligence and Planning, cilt.41, sa.5, ss.557-573, 2023 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 41 Sayı: 5
  • Basım Tarihi: 2023
  • Doi Numarası: 10.1108/mip-05-2022-0188
  • Dergi Adı: Marketing Intelligence and Planning
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, INSPEC, Psycinfo
  • Sayfa Sayıları: ss.557-573
  • Anahtar Kelimeler: Complaint handling, Machine learning, Social CRM, Text analytics, Twitter
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

Purpose: This study aims to both identify content-based and interaction-based online consumer complaint types and predict complaint types according to the complaint magnitude rooted in complainants' personality traits, emotion, Twitter usage activity, as well as complaint's sentiment polarity, and interaction rate. Design/methodology/approach: In total, 297,000 complaint tweets were collected from Twitter, featuring over 220,000 consumer profiles and over 24 million user tweets. The obtained data were analyzed via two-step machine learning approach. Findings: This study proposes a set of content and profile features that can be employed for determining complaint types and reveals the relationship between content features, profile features and online complaint type. Originality/value: This study proposes a novel model for identifying types of online complaints, offering a set of content and profile features that can be used for predicting complaint type, and therefore introduces a flexible approach for enhancing online complaint management.