Analyzing Online Reviews Based on Natural Language Processing Techniques to Understand Customers’ Experiences

Platforms with open systems today allow users to give feedback on their opinions. Users can easily evaluate the products of global brands, which helps improve products and share experiences with the next customers. Many third-party platforms like TripAdvisor, Hotel, AirBnB, and Foody provide product and service review features. Google also provides a Google Maps platform that brings great virality to those who reach it. It is big data in large different industries. However, up to now, only some studies have used this data to analyze customer experience measurement data. This study collected online reviews about Starbucks from Google Maps and used the RapidMiner tool's natural language processing library to measure customer sentiment and opinions. From there, apply a series of formulas such as CSAT and NPS to measure customer experience. The results showed a satisfaction level of 74% and an NPS score of 43%, proving that the customers are still confused and uncertain in determining their loyalty to this product.