Online Review Analysis from a Customer Behavior Observation Perspective for Product Development
Abstract
:1. Introduction
2. Related Work
2.1. Customer Observation and Product Design
2.2. Customer Review Analysis and Product Design
2.3. Customer Journey and Mapping
3. Research Model
3.1. Creating a Customer Journey Map from the Perspective of Product Usage
3.2. Model for Customer Review Analysis through Product CJM
3.2.1. Data Acquisition
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
4.2. Acquired Data Preparation
4.3. Touchpoint Exploration of the Use of TWS Earbuds
4.4. Behavior VOC Exploration from TWS Earbuds Touchpoints
5. Discussion
5.1. Uniqueness and Contribution
5.2. Validation
5.3. Practical Recommendations for Industry Practitioners
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A
Product Usage | Cluster Number | Group of Words |
---|---|---|
Product Setup | 18 | [‘phone’, ‘connect’, ‘connection’, ‘pairing’, ‘iphone’, ‘device’, ‘connected’, ‘paired’, ‘bluetooth’, ‘devices’, ‘app’, ‘connectivity’, ‘sync’, ‘connecting’, ‘note’, ‘connects’, ‘android’, ‘laptop’, ‘setup’, ‘settings’, ‘computer’, ‘ipad’, ‘google’, ‘switching’, ‘cell’, ‘pixel’, ‘windows’, ‘tablet’, ‘pc’, ‘link’, ‘synced’, ‘mobile’, ‘ios’, ‘macbook’, ‘ipod’, ‘fire’, ‘mac’, ‘kindle’] |
Charge | 6 | [‘charge’, ‘charging’, ‘charged’, ‘charger’, ‘power’, ‘charges’, ‘recharge’, ‘plugged’, ‘recharging’, ‘recharges’] |
Music | 10 | [‘music’, ‘listening’, ‘listen’, ‘audio’, ‘playing’, ‘podcasts’, ‘listened’, ‘rock’, ‘podcast’, ‘audible’, ‘radio’, ‘hip’, ‘classical’, ‘hop’, ‘tunes’, ‘rap’, ‘jazz’, ‘listens’, ‘pandora’] |
Video | 10 | [‘video’, ‘watch’, ‘watching’, ‘tv’, ‘videos’, ‘youtube’, ‘movies’, ‘movie’, ‘streaming’, ‘netflix’, ‘news’] |
Game | 10 | [‘game’, ‘games’, ‘gaming’] |
Move | 25 | [‘go’, ‘pocket’, ‘head’, ‘lose’, ‘walk’, ‘drop’, ‘move’, ‘room’, ‘signal’, ‘leave’, ‘break’, ‘feet’, ‘sitting’, ‘moving’, ‘distance’, ‘close’, ‘hand’, ‘losing’, ‘stable’, ‘closed’, ‘front’, ‘interference’, ‘bag’, ‘source’, ‘ft’, ‘breaking’, ‘reception’, ‘walked’, ‘floor’, ‘purse’, ‘ground’, ‘breaks’, ‘pockets’, ‘wall’, ‘moved’, ‘arm’, ‘pants’, ‘maintain’, ‘door’, ‘walls’, ‘outs’, ‘living’, ‘foot’, ‘rooms’, ‘wifi’, ‘strength’, ‘loosing’, ‘inches’, ‘table’, ‘backpack’, ‘kitchen’, ‘apartment’, ‘meters’] |
Calling | 36 | [‘calls’, ‘call’, ‘talking’, ‘talk’, ‘conversation’, ‘conversations’] |
Sports | 22 | [‘running’, ‘gym’, ‘run’, ‘walking’, ‘workouts’, ‘workout’, ‘exercise’, ‘wires’, ‘runs’, ‘exercising’, ‘worry’, ‘plan’, ‘jogging’, ‘mowing’, ‘walks’, ‘riding’, ‘activity’, ‘activities’, ‘morning’, ‘lawn’, ‘cords’, ‘sleep’, ‘ride’, ‘bike’, ‘plane’, ‘sweating’, ‘cleaning’, ‘flight’, ‘wore’, ‘trip’, ‘afraid’, ‘dog’, ‘yard’, ‘bed’, ‘sports’, ‘commute’, ‘road’, ‘school’, ‘treadmill’, ‘motorcycle’, ‘traveling’, ‘biking’, ‘train’, ‘grass’, ‘outdoors’, ‘miles’, ‘helmet’, ‘equipment’, ‘drive’, ‘busy’, ‘jumping’, ‘jog’, ‘shop’, ‘lifting’, ‘street’, ‘casual’, ‘public’, ‘outdoor’, ‘tangled’, ‘mile’, ‘sessions’, ‘jump’, ‘places’, ‘chores’, ‘covid’, ‘training’, ‘bus’, ‘weights’, ‘rides’, ‘laying’, ‘intense’, ‘fear’, ‘situations’, ‘safety’, ‘cycling’, ‘flights’, ‘eating’, ‘cardio’, ‘fitness’, ‘windy’, ‘basis’, ‘mow’, ‘indoors’, ‘session’, ‘weather’, ‘impact’, ‘city’, ‘commuting’, ‘crowded’, ‘worrying’, ‘asleep’, ‘budge’, ‘trips’, ‘tools’, ‘hiking’, ‘exercises’, ‘studying’, ‘bending’, ‘vigorous’, ‘classes’, ‘stationary’, ‘dogs’, ‘machines’] |
Failure | 19 | [‘left’, ‘right’, ‘earbud’, ‘working’, ‘bud’, ‘issue’, ‘put’, ‘problem’, ‘issues’, ‘times’, ‘fine’, ‘turn’, ‘side’, ‘problems’, ‘reason’, ‘started’, ‘annoying’, ‘start’, ‘cut’, ‘disconnect’, ‘seconds’, ‘kept’, ‘turned’, ‘goes’, ‘gets’, ‘keeps’, ‘cutting’, ‘noticed’, ‘putting’, ‘static’, ‘cuts’, ‘frustrating’, ‘happened’, ‘turning’, ‘reconnect’, ‘holding’, ‘minute’, ‘happen’, ‘happens’, ‘constant’, ‘turns’, ‘disconnecting’, ‘wont’, ‘drops’, ‘starts’, ‘shut’, ‘disconnected’, ‘disconnects’, ‘dropping’, ‘stops’, ‘became’, ‘random’, ‘loses’, ‘randomly’, ‘channel’, ‘reconnecting’, ‘restart’] |
Product Feature | Group of Words |
---|---|
Sound | [‘sound’, ‘sound quality’, ‘music’, ‘songs’] |
Battery | [‘battery’, ‘battery life’, ‘batteries’] |
Ear Fit | [‘fit’, ‘fits’, ‘ear’] |
Case | [‘case’] |
Charging | [‘charging’, ‘recharge’] |
Noise Cancellation | [‘cancellation’, ‘cancelling’] |
Waterproof | [‘waterproof’, ‘water, ‘proof’] |
Connection | [‘connection’, ‘connecting’, ‘sync’, ‘pairing’, ‘connectivity’] |
Phone Call | [‘voice’, ‘mic’] |
Equalizer | [‘eq’, ‘equalizer’] |
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Name | Number of Words | |
---|---|---|
Before Use | Setup | 46,678 |
Charge | 40,597 | |
Product Use | Music | 32,148 |
Video | 7644 | |
Game | 796 | |
Move | 5367 | |
Phone Call | 20,151 | |
Sports | 27,724 | |
After Use | Failure | 84,109 |
Topic Modeling Result | Voice of Customer |
---|---|
‘0.092*”ears” + 0.075*”fit” + 0.060*”music” + 0.043*”sounds” + 0.039*”perfect”’ |
|
‘0.119*”sound” + 0.094*”good” + 0.085*”music” + 0.082*”quality” + 0.074*”bass”’) |
|
‘0.061*”played” + 0.056*”review” + 0.049*”music” + 0.040*”streaming” + 0.037*”treble”’), | |
0.119*”pause” + 0.102*”play” + 0.051*”control” + 0.040*”cut” + 0.037*”touch”’ |
|
0.270*”sounds” + 0.081*”hear” + 0.034*”volume” + 0.028*”loud” + 0.028*”sound” |
|
‘0.145*”time” + 0.083*”hours” + 0.045*”music” + 0.042*”charge” + 0.036*”get”’) |
|
0.153*”pandora” + 0.055*”music” + 0.040*”used” + 0.039*”getting” + 0.038*”audiobooks”’) |
|
‘0.112*”music” + 0.088*”love” + 0.049*”youtube” + 0.040*”etc” + 0.035*”videos”’), | |
‘0.051*”music” + 0.041*”airpods” + 0.038*”made” + 0.035*”walking” + 0.029*”conversations”’ |
|
′0.123*”phone” + 0.122*”music” + 0.112*”calls” + 0.069*”listened” + 0.056*”sound” |
|
Product Feature | VOC |
---|---|
Sound |
|
Battery |
|
Ear Fit |
|
Case |
|
Charging |
|
Noise Cancellation |
|
Waterproof |
|
Connection |
|
Phone Call |
|
Equalizer |
|
Product Feature | Sentiment Ratio | Positive Rank | Frequency Rank | |
---|---|---|---|---|
Positive | Negative | |||
Sound | 0.84 | 0.16 | 1 | 1 |
Battery | 0.77 | 0.23 | 4 | 3 |
Ear Fit | 0.73 | 0.27 | 7 | 2 |
Case | 0.74 | 0.26 | 6 | 4 |
Charging | 0.76 | 0.24 | 5 | 6 |
Noise Cancellation | 0.81 | 0.19 | 3 | 7 |
Waterproof | 0.6 | 0.4 | 9 | 10 |
Connection | 0.68 | 0.32 | 8 | 5 |
Phone Call | 0.74 | 0.26 | 6 | 8 |
Equalizer | 0.82 | 0.18 | 2 | 9 |
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Lee, Y.U.; Chung, S.H.; Park, J.Y. Online Review Analysis from a Customer Behavior Observation Perspective for Product Development. Sustainability 2024, 16, 3550. https://doi.org/10.3390/su16093550
Lee YU, Chung SH, Park JY. Online Review Analysis from a Customer Behavior Observation Perspective for Product Development. Sustainability. 2024; 16(9):3550. https://doi.org/10.3390/su16093550
Chicago/Turabian StyleLee, Yeong Un, Seung Hyun Chung, and Joon Young Park. 2024. "Online Review Analysis from a Customer Behavior Observation Perspective for Product Development" Sustainability 16, no. 9: 3550. https://doi.org/10.3390/su16093550