Comparative Analysis of Negative Customer Review of Payment Apps: A Data Mining Approach

The digital payment market is growing at unprecedented rates in India. This can be attributed to the introduction of the Unified Payment Interface (UPI). It has completely disrupted the digital payment space by effectively increasing the user base of digital payments multiple times in India. However, any market innovation's success or failure is heavily influenced by how consumers perceive it. Therefore, the study aims to know the perception of UPI users by using the sentiment analysis technique. The data on consumer behaviour was scraped from the latest Google Play Store reviews using Python scripts. After the data pre-processing, Exploratory Data Analysis and Word Cloud Analysis were done. Interesting findings from the analysis were found concerning the top three payment apps: GPay, Paytm, and PhonePe. The research also presents a few managerial implications which could be applied for better customer experience. The goal of these payment apps should be to convert negative customer reviews into positive ones.