온라인 고객 리뷰에 대한 텍스트마이닝을 활용한 고객가치제안 방법
- Title
- 온라인 고객 리뷰에 대한 텍스트마이닝을 활용한 고객가치제안 방법
- Author
- 박광호
- Keywords
- Analysis of Online Customer Purchase Reviews; Text Mining; Value-Based Strategy
- Issue Date
- 2021-12
- Publisher
- 한국산업경영시스템학회
- Citation
- 한국산업경영시스템학회지, v. 44, NO 4, Page. 85-97
- 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.
- URI
- http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4010028700141#https://repository.hanyang.ac.kr/handle/20.500.11754/168988
- ISSN
- 2005-0461
- Appears in Collections:
- COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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