Merenje zadovoljstva korisnika kompanije za e-trgovinu zasnovano na postupku opinionmining-a pomoću SVM algoritma, CSI i IPA

Abstract

This study was carried out to examine the perceived service quality of an e-commerce company app users and the measures that may be taken to improve customer satisfaction. The analysis techniques used were opinion mining to analyse reviews on the Google Play Store, e-SERVQUAL and Customer Satisfaction Index (CSI) to assess customer satisfaction, and Importance Performance Analysis (IPA) to identify elements that require improvement. According to the findings of opinion mining, 65.86% of e-commerce company application users were satisfied, while 34.14% were dissatisfied. Customer satisfaction levels were classified as satisfied for the dimensions of efficiency and reliability, and fairly satisfied for the dimensions of fulfilment, compensation, and responsiveness, based on questionnaire distribution. The Importance Performance Analysis method was used to determine the priority for service quality improvement. Findings showed that delivery time, product suitability, refund and return policy, and service time were the top priorities for service improvement.