Embedding Perceptual Quality in Omnichannel’s Touchpoints in Product Development Lifecycle Management Using Data Analytics

Nowadays, the importance of social media and its influence on customers for customer behavior transformation has been highlighted. This has introduced the importance of analyzing the impact of social media on Product Lifecycle Management (PLM) phases and how to use it for more efficient product development cycles. The paper has shown through the literature review, the lack of contributions for benefiting from the potentials of social media platforms for PLM refinement. Especially, the capabilities of social media analytics for extracting customers’ emotions and perceptions are neglected. Moreover, the paper has highlighted the importance of perceptive quality and has and investigated it with a focus on the Omnichannel concept. Customer satisfaction and perceptual quality as two crucial factors which directly can be influenced by social media platforms have been considered. Using the system dynamics approach, a cause-and-effect model for demonstrating the relations and effects of these factors in product lifecycle management frameworks has been developed. Also, a social media data analytics model has been developed to formulate customer satisfaction and perceptual quality. The approach applies sentiment natural language processing and analysis to provide a basis for relating the mentioned factors. The findings have provided insights for embedding social media analytics in PLM analytical frameworks.