Mapping online transportation service quality and multiclass classification problem solving priorities

Abstract

Online transportation service is known for its accessibility, transparency, and tariff affordability. These points make online transportation have advantages over the existing conventional transportation service. Online transportation service is an example of disruptive technology that change the relationship between customers and companies. In Indonesia, there are high competition among online transportation provider, hence the companies must maintain and monitor their service level. To understand their position, we apply both sentiment analysis and multiclass classification to understand customer opinions. From negative sentiments, we can identify problems and establish problem-solving priorities. As a case study, we use the most popular online transportation provider in Indonesia: Gojek and Grab. Since many customers are actively give compliment and complain about company’s service level on Twitter, therefore we collect 61,721 tweets in Bahasa during one month observations. We apply Naive Bayes and Support Vector Machine methods to see which model perform best for our data. The result reveal Gojek has better service quality with 19.76% positive and 80.23% negative sentiments than Grab with 9.2% positive and 90.8% negative. The Gojek highest problem-solving priority is regarding application problems, while Grab is about unusable promos. The overall result shows general problems of both case study are related to accessibility dimension which indicate lack of capability to provide good digital access to the end users.