Classification of Customer Complaints Using BERTopic Topic Modelling Technique

Öz

The analysis of customer complaints enables companies to amend mistakes, protect brand value and attract new customers. Utilizing machine learning techniques for data classification and prediction provide decision makers with time and cost benefits, particularly with increased complaint data size. Therefore, this study employed BERTopic topic modelling technique, a contemporary approach, to examine customer complaint distribution with respect to distinct topics, by product and in general. In the study, the complaints submitted to a consumer electronics retailer in 2020 were adopted and classified. The monthly variation of the complaints was also investigated with dynamic topic modelling. The results showed that the complaints concentrated more heavily on shipping, television, mobile phone, laptop, earphones, tablets, store clerks and order cancellation topics.

Anahtar Kelimeler

• Customer Complaints
• Topic Modelling
• BERTopic
• Dynamic Topic Modelling

BERTopic Konu Modelleme Tekniği Kullanılarak Müşteri Şikayetlerinin Sınıflandırılması

Öz

Müşteri şikâyetlerinin analizi işletmeler açısından geçmişte yaptıkları hataları düzeltme, marka değerini koruma ve yeni müşteriler edinmeleri açısından önemli bir kavramdır. Özellikle şikâyet verisinin büyüklüğü arttıkça verinin sınıflandırılması ve tahminlenmesi için makine öğrenmesi tekniklerinden yararlanmak zaman ve maliyet açısından karar vericilere avantaj sağlamaktadır. Bu yüzden çalışmada, müşteri şikayetlerinin ürün bazında ve genel anlamda hangi farklı konularda dağılım gösterdiğinin bulunması amacıyla güncel bir yaklaşım olan BERTopic konu modelleme tekniğinden yararlanılmıştır. Buna yönelik olarak da veri seti olarak 2020 yılına ait bir tüketici elektroniği perakende şirketine yapılan şikayetler kullanılmış ve sınıflandırılmıştır. Bunun yanında, şikayetlerin aylık olarak zaman içindeki değişimi de dinamik konu modelleme kullanılarak incelenmiştir. Sonuçlara göre en fazla şikâyet kargolama, televizyon, cep telefonu, dizüstü bilgisayar, kulaklık, tablet, mağaza çalışanları, sipariş iptali konularında yoğunlaşmıştır.

Anahtar Kelimeler

• Müşteri Şikayetleri
• Konu Modelleme
• BERTopic
• Dinamik Konu Modelleme

Kaynakça

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