Enhancing E-Commerce Customer Satisfaction: A Multi-Method Approach Using Sentiment Analysis, IPA, and PGCV

The advancement of information technology has enabled rapid expansion in e-commerce, establishing one of the platforms as a leading company in Indonesia. Subsequently, the authors name the e-commerce platform as XZ to preserve the anonymity of the research subject. This research intends to evaluate consumer sentiment regarding XZ’s e-service quality utilizing opinion mining based in the Support Vector Machine (SVM) method, while also determining enhancement priorities through Importance Performance Analysis (IPA) and Potential Gain in Customer Value (PGCV). The dataset comprises 50,000 data from the Google Play Store, categorized into positive and negative comments. The findings reveal that factors including the promptness in addressing customer complaints, the effectiveness of refund procedures, and XZ’s reliability in delivering promotional commitments, including shipping discount vouchers, are primary customer concerns. The IPA technique indicated that key service components should be emphasized to improve customer satisfaction, particularly attributes such as P4, P13, and P14. The PGCV methodology strengthened these results by determining the enhancement opportunities that would most significantly elevate service value, particularly attribute P4 associated with the promptness of addressing customer complaints. Also, P13 regarding the effectiveness of refund procedures for incorrectly shipped or defective products, and lastly P14 pertaining to XZ’s reliability in delivering on promotional commitments such as shipping discount vouchers. The results of this study have the potential to provide a benchmark for the businesses in formulating more efficient service enhancement plans and assist in advancing the field of quality management within the e-commerce industry.