온라인 고객 리뷰에 대한 텍스트마이닝을 활용한 고객가치제안 방법

• 영문명: Customer Value Proposition Methodology Using Text Mining of Online Customer Reviews
• 발행기관: 한국산업경영시스템학회
• 저자명: 한영경(Young-Kyung Han) 김철민(Chul-Min Kim) 박광호(Kwang-Ho Park)
• 간행물 정보: 『산업경영시스템학회지』제44권 제4호, 85~97쪽, 전체 13쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2021.12.31

영문 초록

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.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 고객가치제안 방법론

Ⅳ. 적용 사례

Ⅴ. 결 론

Acknowledgements

References

키워드

Analysis of Online Customer Purchase Reviews Text Mining Value-Based Strategy