Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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Customer Value Proposition Methodology Using Text Mining of Online Customer Reviews

온라인 고객 리뷰에 대한 텍스트마이닝을 활용한 고객가치제안 방법

  • Han, Young-Kyung (Graduate Department of Management Consulting, Hanyang University) ;
  • Kim, Chul-Min (Institute of Knowledge Service, Hanyang University) ;
  • Park, Kwang-Ho (Graduate Department of Management Consulting, Hanyang University)
  • 한영경 (한양대학교 일반대학원 경영컨설팅학과) ;
  • 김철민 (한양대학교 지식서비스연구소) ;
  • 박광호 (한양대학교 일반대학원 경영컨설팅학과)
  • Received : 2021.11.09
  • Accepted : 2021.12.23
  • Published : 2021.12.31
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Abstract

Online consumer activities have increased considerably since the COVID-19 outbreak. For the products and services which have an impact on everyday life, online reviews and recommendations can play a significant role in consumer decision-making processes. Thus, to better serve their customers, online firms are required to build online-centric marketing strategies. Especially, it is essential to define core value of customers based on the online customer reviews and to propose these values to their customers. This study discovers specific perceived values of customers in regard to a certain product and service, using online customer reviews and proposes a customer value proposition methodology which enables online firms to develop more effective marketing strategies. In order to discover customers value, the methodology employs a text-mining technology, which combines a sentiment analysis and topic modeling. By the methodology, customer emotions and value factors can be more clearly defined. It is expected that online firms can better identify value elements of their respective customers, provide appropriate value propositions, and thus gain sustainable competitive advantage.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A5C2A04083153)

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