Abstract
This study suggests a social media mining approach for monitoring critical complaints in the early stage of product launch via word embedding, clustering and sentiment analysis. This approach selectively uses social media product reviews created in the beginning stage of product launch. Word embedding and clustering are used to identify customer complaint factors from reviews. Next, sentence-level sentiment analysis is conducted based on the understanding of review writing pattern, thereby calculating urgency and severity in a quantitative manner. Finally, a customer-stated complaint portfolio map is developed, showing critical complaint factors. In the case study of smartphone ‘Galaxy S10’, the critical complaint factors related to Samsung pay connection error, and fingerprint recognition are identified, which have been rapidly improved since the product launch, indeed. We expect that this approach contributes to identifying critical customer complaints in the early stage, in addition to enabling the prompt response to customer complaints.
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