CUSTOMER SENTIMENT ANALYSIS THROUGH SOCIAL MEDIA FEEDBACK: A CASE STUDY ON TELECOMMUNICATION COMPANY

Authors

  • Siti Nur Syamimi Mat Zain Centre for Mathematical Sciences, College of Computing & Applied Sciences, Universiti Malaysia Pahang, 26300 Gambang, Pahang, Malaysia.
  • Nor Azuana Ramli Centre for Mathematical Sciences, College of Computing & Applied Sciences, Universiti Malaysia Pahang, 26300 Gambang, Pahang, Malaysia.
  • Rose Adzreen Adnan Credence Tech, Petaling Jaya, Selangor, Malaysia.

DOI:

https://doi.org/10.15282/ijhtc.v7i2.8739

Keywords:

Sentiment analysis, Twitter, Machine learning, Natural language processing

Abstract

Customer sentiment analysis is an automated way of detecting sentiments in online interactions in order to assess customer opinions about a product, brand or service. It assists companies in gaining insights and efficiently responding to their customers. This study presents a machine learning approach to analyse how sentiment analysis detects positive and negative feedback about a telecommunication company’s products. Customer feedback data were taken from Twitter through Streaming API (Application Programming Interface), where Tweets are retrieved in real time based on search terms, time, users and likes. Responses from the twitter API are parsed into tables and stored in a CSV file. Based on the analysis, it was found that there was no negative sentiment from the customers. The data were then split into training and testing to be tested on the three different supervised learning algorithms used in this study which are Support Vector Machine, Random Forest, and Naïve Bayes. Lasty, the performance of each model was compared to select the most accurate model and from the analysis, it can be concluded that Support Vector Machine gives the best performance in terms of accuracy, Mean Squared Error, Root Mean Squared Error and Area Under the ROC curve.

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Published

2022-12-14

Issue

Section

General Humanities