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Dissertation+draft 3500 G123411V1
Dissertation+draft 3500 G123411V1
Chapter 1: Introduction................................................................................................................... 3
Background/Context............................................................................................................... 3
Research Aim.................................................................................................................. 5
Research Objectives........................................................................................................ 6
Problem Background............................................................................................................. 11
Chapter 3: Research...................................................................................................................... 13
Chapter 5: PLESI............................................................................................................................ 14
Chapter 6: Evaluation.................................................................................................................... 14
Chapter 7: Conclusion................................................................................................................... 14
Chapter 1: Introduction
Background/Context
Irrespective of the nature of business, industry and the organization, the customers are
the central driving force. It is crucial for the organizational leaders to effective control
the customer service quality and experience in order to ensure a reliable market
positioning, enabling higher customer satisfaction standards and ensuring
development of a competitive advantage. With globalization, the overall
competitiveness in the target market has increased tremendously. The presence of
plethora or substitutes and alternatives service providers all competing for the same
market share, it has become more critical for the brands and organizations to set
themselves apart on grounds of customer satisfaction and experience management.
Different academic literature sources and studies have argued that product or price
based differentiation itself are no longer a defining points thus requiring immediate
attention from brands. Customers have a lot of alternatives and options present to
address their day to day needs and thus their purchase decisions now considers a
number of other factors going beyond the simple product or price based
differentiation (Discussed in detail in problem statement section/chapter).
The focus in recent decade or so has shifted largely to the idea of customer experience
management. The idea here is to understand what the customer values most with
respect to their whole life-cycle experience with the brands including the pre-sales
marketing, product, quality, price, after sale services, brand’ social image etc. This
includes all their priorities, expectations, pain points etc. All these factors collectively
form the very core of a customer’ experience with the brand. The ability of an
organization to drive good customer experience by positively influencing these factors
can thus play a significant role towards strengthening their brand’ positioning, the
customer preferences and creating a reliable market position by offering a
differentiated and improved experience. This can directly transform into increased
revenue and sales for the organization, (from the existing customer pool) and act as an
major attraction for potential new customers through word of mouth. Improved
loyalty, trust and engagement with the customers are some other evident advantages
associated with the idea of customer experience management. In simpler terms, the
current environment requires the organizations to become more customer centric and
involved with the customer base to develop a strong relationship and foundation for
their market position.
The need and importance for customer experience management is evidently clear
from above arguments. The first step towards customer experience management is to
understand their key expectations and concerns areas, their opinion and viewpoints as
well as different sentiments attached with the brands and it products in detail. The
emphasis on understanding what the customer feels about the brand in order to
restructure the strategic approach towards serving the customers. The current project
is inspired by the same direction. Technological processes like Sentimental Analysis
conducted through big data and other machine learning methodologies have
significant potential to serve this requirement.
Simply defined, Sentimental analysis focus on the idea of opinion mining, using
Natural language processing technique on textual data to determine the positive,
negative and neutral context (emotional and opinions) in the same. From business
context, sentimental analysis enables the users/organizations to identify and
categorize different emotions and sentiments associated with a target domain or
market. User reviews and feedback on public sources are unarguably the biggest
source or customer expectations which if evaluated efficiently through the lens of
Sentimental analysis can help identify the areas of concerns, key positive and negative
takeaway, customers opinions etc.
The current project has two major components. The primary focus will be on
conducting the research work focused on the themes of customer experience
management, importance of understanding customer opinions, feedback, expectations
etc, different factors that impact customer experience, and understanding the scope
and benefits of sentimental analysis from business context. Secondly, the project will
focus on developing a Python based application (desktop application) capable of
conducting large scale sentimental analysis on the target data from social media
or/and other sources as required.
There already exists different literary evidences suggesting that the information
processed through sentimental analysis over the social media and other public
platform based customer responses has the potential to improve the strategic direction
of the organization. This information if processed intelligently can help the
organization take more structured and informed decisions. As a part of the research
process the focus will be on studying these literature evidence and then using the
practical implementation of the project to validate and support the claims through the
insights generated.
Research Aim
The aim of this project is to understand the importance of Sentimental Analysis and
the value it can offer toward market edge development.
The research work in the current project will primarily focus on three dimensions. (1)
Academic research with a focus on studying the existing literature sources related to
customer experience management, customer satisfaction, Sentimental analysis and its
technical scope (challenges, types and other methodologies to be used) etc. (2)
Contextual research to understand the business application viewpoint related to
Sentimental Analysis and how it can create value for the business. Secondary
resources (Journal, websites, corporate release etc.) will be studied as a part of the
same. (3) Investigative work specific to technical implementation, the technology to
be used, its restrictions and use case benefits etc.
All these research dimensions will be critical to develop the required foundation
(conceptual framework) as well as the required knowledge base for the project
implementation.
Scope of the Proposed Project (Practical Implementation)
Targeted Deliverable
The targeted deliverable for the current project is a Python application that can
conduct Sentimental analysis using the BERT model of study.
From personal standpoint, the research area is of high interest and a potential value
addition to my skill set as a corporate professional. Irrespective of the nature of
industry i work in or the role I will play, each organizational activity is governed by
the sole focus of serving the customer in the most optimized manner. Learning and
experience from this project are expected to help me further increase the skill set
related to customer centric behavior, the idea of customer expectations study and how
emerging technologies can be used in the pursuit.
As identified previously, the current project requires both practical and theoretical
components. The current report will focus on presenting a detailed view on the whole
research work and product (application) development process with the help of
following chapters in the defined structure.
Chapter 1: Introduction
The initial chapter will primarily sets the context for the research and discuss the
background related to key areas that created the need for this project. The concept of
customer experience and how Sentimental analysis can be useful in the same will be
prioritized. Additionally, the chapter will define the project scope (both research and
practical implementation) and discuss the Project Aim, objectives and research
direction along with a personal reflection on the topic area’ importance.
The chapter 2 is closely related to the first chapter and will focus on a more detailed
description of the research’ problem statement thus clarifying the need for the project
with respect to different users or stakeholders associated. The emphasis will be on
outlining how each of these stakeholder groups are expected to be benefited from the
project thus providing a relevant justification for the same.
The third chapter will focus on conducting study of the existing literature across
journal, corporate sources and other similar sources of information. The chapter will
primarily involve three types of research including Academic research on peer
reviewed articles and journals, contextual research from corporate and other
informative sources and investigative research to support the practical implementation
related to database/framework and models to be used as applicable. The emphasis will
be on understanding the opinions of existing researchers and professionals and then
using the same to conduct a comprehensive study across the theme of sentimental
analysis and its business related advantages.
The chapter will focus on detailing the actual practical implementation and
development process for the ML model and Sentimental analysis. The chapter will
include description of the techniques used during the process, the frameworks and
model followed, the developed ML model description and its working procedure. The
technical scope, challenges faced and the results obtained will also be discussed as a
part of this chapter.
Chapter 5: PLESI
The chapter will focus on outlining the Professional, Legal, Ethical, and Social issues
(if any) associated with the project and the strategies deployed or planned for
mitigating the issues. The emphasis will be on ensuring that the project doesn’t cause
any harm or threat to the involved stakeholders or end users of any kind.
Chapter 6: Evaluation
The focus of this chapter will be on conducting a critical evaluation of the results
obtained from the developed model i.e. its efficiency and accuracy. Along with this,
the results from the literature study will also be summarized as and discussed from a
critical lens thus creating the foundation for potential managerial insights to be
developed or understanding the potential use case of the model. A personal reflection
on the whole project implementation and literature study will also be presented to
understand key learning areas, challenges and improvements.
Chapter 6: Conclusion
The last chapter of the report will focus on presenting a summarized view of the
results and a discussion over the same followed by discussion on its industry use case,
application areas and research and project limitations. Lastly, the future works
(mobile application and other relevant areas as observed within the implementation
process) will be discussed with an intent to create a plan for scaling the project for
future use.
Chapter 2: Problem Statement
Problem Background
The current project intends to resolve this problem through the use of Sentimental
Analysis approach (application development) where such data elements/records or
sources can be processed in an automated environment thus creating insights related
to:
Customer opinions
Customer concerns
The insights can then be used to govern the operations of the organization based on
changes in their operational strategies.
Customers
The end customers for any brand or organization will be significantly benefited from
the project. The ability to mine and understand their opinions will allow the
organizational leaders to better structure the product and related offerings thus
improving the value of services and its quality that the customers receives. Thus the
proposed value for customers will include:
Improved ability of the brands to understand their pain points and concerns thus
creating an improved service delivery channel where these issues are actively
resolved.
Chapter 3: Research
Literature Research
The past experience of a customer who shapes the future actions of the
customers which is a contextual factor influencing customer experience in
new service purchase (Chahal and Dutta, 2014). There are past experiences
which includes what customer have gained when they attempt a service
focusing on activities in business engagement and overall service (Kang et
al., 2017). Further, study reported that customers who have good experience
and have full satisfaction revisited again. The previous experiences will
influence decision makers to change their current experience fulfilling and
customized towards their needs (Fawcett et al., 2014). Additionally, a
customer could also increase word of mouth and build relationships as they
often visit a product or service with family members which also influence
other’s customer experiences. Chen et al., (2021) explored that AI chatbots
will have primary contribution in making customer experience and customer
satisfaction impressive in retail websites. The authors with help of this study
were able to identify that employees productivity were also improved in
technology-oriented learning increase service delivery successfully.
The authors Mishra and Kumari, (2018) found into research that point of sales
also influence customer experience within organization. As well as Khan and
Rahman (2015), provided that social atmosphere through crowding and staff
appearance of the retail space determines customer’s cognition, approach
and emotion towards service delivery and customer satisfaction. The store
atmosphere is also equally important and shapes the consumer experience
for new product and services as per Verhoef et al., (2009) who explores
including physical ambience, interior of store, the design, the lighting, the
temperature. Martin et al. (2015) determined that assortment is also
determinant which creates customer satisfaction of brand by offering choice of
different brands, touch and product feel, quality, uniqueness, quality and
variety. Khare (2014), describes that convenience is another factor which
influence customer satisfaction in which retail shops should be no prime
location and have working hours as per suitability of consumers.
Customer expectations and their opinions are important for the business
because they provide an understanding on what customer requires from their
product or service launch. According to Elwalda, et al., (2016), online
customer reviews were helpful as they help in changing purchase decisions of
customers based on product information provided on portal. Sethna (2017),
provided analysis by using user generated content to detect purchasing
behavior, trust, and buying intension of customers on specific service.
Furthermore, the online comments and opinions of previous experience
helped them in making new changes into existing product development
process. Aggarwal and Mittal (2022) determined that social media and user
interactions through such platforms were helpful to analyze customer’s
requirements. The different opinions were important for making new upgrades
in brand of company and influence purchasing decisions by introducing new
changes. Author expands those social media opinions matters for generating
value to the business through consumer interaction. Sridevi, and Mathivanan
(2020) implied that online shopping website will generate review from target-
based customers who will provide what they like and dislike about service.
The sentimental analysis process involves four important steps which include
gathering of data, cleaning of text, opinion mining, and analyzing results.
Authors in previous study implies that process of sentimental analysis is step
by step approach and requires a proper structured method to implement
different algorithms (Godsay, 2015). Data gathering takes place in which all
important information related to customer experience and their previous
usage of data through social media, scraping tools, data feeds, and APIs from
platform is undertaken. The purpose of this step was to gather all the
information from previous experience of customers and reviews for a service
brand in specific interval (El Alaoui et al., 2018). In the second step, cleaning
for collected text takes place by data processing and removal of stop words
from the information, punctuation, and stemming (Pahwa et al., 2018). This
step is valuable because it offers to remove text which is not mandatory and
create major issue.
Lexicon based techniques are most frequently used and conduct sentimental
analysis by assuming words in the texts with labels positive, negative, and
valence dictionary. In several studies this approach has been adopted for
analyzing opinions for text. Ahmad et al. (2017) have adopted this approach
which was on emotional research used in dictionaries to determine opinion
lexicon for text analysis. Colbaugh, and Glass (2011) implemented lexicon
based sentimental analysis algorithm for identifying regional public opinion
related to events such as the 2009 Jakarta hotel bombing and the 2011
Egyptian revolution. Whereas, in another study investigation was done to
analyze relationship in between regional online sentiment on Palestinian
suicide bombing attacks operated over Israel as well as impact of epidemic
risk in H1N1 vaccination (Colbaugh, and Glass, 2013). Lexicon approaches
are applied into two methods. Dictionary based approach is conducted by
determining opinion seed words and then make search on dictionary to select
synonyms and antonyms (Fei et al., 2012). Whereas, corpus-based approach
was undertaken by creating seed lists of opinion words and later on determine
opinion words in corpus the opinion words and their context specific
orientations (Zhang et al., 2014).
Sentimental analysis has several applications areas which are explored by the
different researchers previously. Authors Medhat et al., (2014), explored
different domains which includes Emotion Detection (ED), Building Resources
(BR) and Transfer Learning (TL). Some of the other applications domains of
sentimental analysis were blogger centric contextual adverting and
dissatisfaction oriented online advertising explored by the authors into their
study (Alessia et al., 2015). In this study the purpose was to create personal
advertisement on blog page by defining the major interests of an organization,
customers opinions on restaurants, travels, and stores. The concept was
applied for analyzing cancer patients mood by using sentimental analysis tool
such as (Rodrigues et al., 2016). Furthermore, authors identified to detect
emotional state of patients as well as discussing was made for online
community at Brazil and language was Portuguese language.
Nguyen et al., (2015), adopted the model in stock prediction model through
inclusion of specific finance topics and preparation of datasets such as
historical price dataset and mood information dataset. Further to determine
public opinions on US immigration and border security was presented for
social media platform iMood by (Chung and Zeng, 2016). Schumaker et al
(2016), adopted the crowdsourced sentimental analysis application for
predicting English premiere league matches to conduct decision making.
Liang et al. (2015), conducted sentimental analysis to make predictions for
mobile application sales through online word-of-mouth textual comments. In
this research by Barbosa et al (2015), sentimental analysis application was
developed to make hotel ranking predictions through usage of numerical
ratings in 7 cities and TripAdvsior web portal by dividing it into positives and
negatives.
Authors Rana et al. (2014) argued that machine learning algorithms are
usually helpful to conduct predictive accuracy and for making decisions based
on it and fix operations as per requirement. On this theory, they provide a
framework to implement ML into IT companies for gather software defects in
early phases. Stern et al. (2017) research explored through the works that
selection of useful directors on business firm’s board could be done with such
algorithms. Furthermore, study proposed algorithm by taking specific
information like profitability parameters, and shareholders support. This
research presented that machine learning is ideal to select organization’s
governing structure, select leaderships, and improve overall strategic
performance. In addition to this, machine learning was helpful in creating
business intelligence through text mining, Li et al. (2017), describes the
emerging role in business by delivery of Machine Learning as a Service or
MLaaS who works as a platform who will determine real time questions. The
role of machine learning by was also implied as predication-based mechanism
to increase strategic decision making in healthcare industry.
The authors Nithya and Ilango, (2017) applied the machine learning tools to
create alert and risk management decision support tool which will increase
quality and safety in healthcare domain. The study also stated that it is helpful
to remove concerns related to health business growth in areas such as
electronic record management, data integration, and computer aided
diagnoses and disease predictions. Another emerging role in business by ML
was explained in the study which stated that it is helpful in earn scalability and
remove data-oriented problems and operational performance excellence
(Shrivastava, 2018). The customer relationships could have improvement with
help of machine learning as authors in this study found customers who
promotions and rewards valuable (Aluri et al., 2018).
Contextual Research
Understanding the emerging importance of customer opinion mining and its
impact on business strategies.
Difference sources to target for opinion mining and respective rationale for each
source
There are different sources which are targeted for conducting opinion mining
so that sentiment analysis could be accomplished successfully. As per (Kang
et al., 2013), one of the data sources used in this research was based
quotations extracted from newspaper articles and reported speech identified
from reports present online. Furthermore, study described that breaking news
alerts are categorized in pre-defined categories and are useful to extract meta
data including location references, persons, and organizations. The role of
news source will be offering sentiment analysis on popularity of persons,
organizations, products, programs, and new business initiatives undertaken.
Another data source which is considered valuable for targeting opinion mining
will be business website and third-party websites. Considering application in
this research where authors have taken data source into consideration as
company’s website, third party websites including Flixster (Singh et al., 2017).
Also, the authors have adopted this source because data from website is
correct and is considered as the most authenticated source to perform
analysis. Overall, opinions related to movie ratings was identified with correct
and accurate manner because source was from reliable space.
Investigative work
2000-2500
Chapter 5: PLESI
1500
Chapter 6: Evaluation
2000-2500
Chapter 7: Conclusion
1500
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