Online Review Analysis from a Customer Behavior Observation Perspective for Product Development

Round 1

Reviewer 1 Report

The manuscript employs technical methods such as Customer Journey Map (CJM), text analysis techniques, and sentiment analysis to analyze online customer reviews. The manuscript is well-written and well-structured follows an appropriate and adequate academic style with sections such as Introduction, Model and Methodology, Results, Conclusion, and References. Overall, the manuscript provides valuable insights, I add a few suggestions below for the authors to improve the manuscript further.

1-Line 210-212: “A web parser was developed in Python to collect reviews of the TWS (True Wireless Stereo) Earbuds product category from the Online retail website, Amazon (www.amazon.com)” Why do you choose Amazon? It would be helpful if you write an explanation about this.

2-Please specify the software you use in all your analyses (e.g. Line:193 K-means clustering ect.).

3-It would be beneficial to provide a more detailed discussion of the specific text analysis techniques used, including the rationale for selecting these techniques and their advantages over other methods.

4-It could benefit from a more in-depth discussion of the implications of the findings for industry practitioners. Providing practical recommendations for companies looking to implement the proposed approach would increase the practical relevance of the research.

5-Incorporating a discussion of the potential future developments and advancements in online review analysis, such as the integration of natural language processing techniques or machine learning algorithms, would add depth to the manuscript.

Author Response

Thank you very much for reviewing our research.

Please see the attachment.

Author Response File: Author Response.docx

Reviewer 2 Report

Provide clear results in the abstract.

Provide references for all applied methods e.g. CJM.

Provide clear sources for data and associated processes to acquire it.

Provide references for VOC and similar studies using it.

Provide a long list of references in the discussion section.

Provide results and summary in the conclusions section including broader implications and future research focus areas.

If this study is not empirical but about validation please explain it clearly in all sections and revise accordingly.

Needs editing.

Author Response

Thank you very much for reviewing our research.

Please see the attachment.

Author Response File: Author Response.pdf

Reviewer 3 Report

1.      Introduction

 Ok, clear

2. Related work

2.1 Customers Observation and Product Design

 Ok

2.2 Customer Review Analysis and Product Design

2.3 Customer Journey and Mapping

Ok

3. Research Model

3.1. Creating a Customer Journey Map from the Perspective of Product Usage

 ok

 3.2. Model for Customer Review Analysis through Product CJM

3.2.1. Data Acquisition

 Describe more specifically the reasons for the selection of data, which segment of the retail trade is involved and why that particular one. Why should the research be carried out in the chosen segment.

 3.2.2. Data Preparation

3.2.3. Touchpoint Exploration

3.2.4. Behavior VOC Exploration from Touchpoint

 4. Empirical Study

4.1. Data Acquisition from Online retail site

 Please describe the data more, retail is a very broad term, it would be more interesting to learn what type of product the research was focused on, because it makes a difference whether it is a common type of product or an unseen type of product. Mention other specifics of the product or service. Or is it not a product, but a service? That is not clear.

4.2. Data Preparation for the Acquired Data

4.3. Touchpoint Exploration in the use of TWS Earbuds

 In this subchapter there is tab 1. but it is not clear where the data in the table comes from, what is the result, from what software, it is not clear from the table which customer it is, whether he was old or young, whether he bought music or books about music, or accessories for music, for sports. The table does not have a high reporting level, perhaps if the circumstances were further explained, its reporting level would be higher.

 4.4. Behavior VOC Exploration from TWS Earbuds Touchpoint

  In this section there is a table that is probably the result of the software that was used to process the text. The results of text processing are also mentioned, but their further meaning is not clear from the table. The results are only described, the goal of the research is not clearly described.

 5. Discussion

5.1. Uniqueness and Contribution

 I consider the use of text mining software to be unique, perhaps for the first time for tracking a retail chain, although we do not know exactly from which segment. However, in the past, other market segments were analyzed using a similar method. But it would be appropriate to rework the results with additional findings and connections. He means to explain the results in a broader context. Mention benefits for practice, other than short time for processing the text.

 5.2. Validation

 6. Conclusion

Author Response

Thank you very much for reviewing our research.

Please see the attachment.

Author Response File: Author Response.docx

Round 2

Reviewer 2 Report

Thank you for improving the manuscript based on reviewer comments.

Minor editing needed.