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AI-Driven Sentiment Analysis for Retail Management: A Graph-Based DSS Comparing Franchise and Company-Owned Stores
[Analyse des sentiments basée sur l'IA pour la gestion du commerce de détail : un système d'aide à la décision par graphes comparant les magasins franchisés et les magasins en propriété directe]

Author

Listed:
  • Jérôme Baray

    (ARGUMans - Laboratoire de recherche en gestion Le Mans Université - UM - Le Mans Université)

  • Gérard Cliquet

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper introduces an AI-driven Decision Support System (DSS) for sentiment analysis of customer reviews in Starbucks UK. The methodology involves three main steps: collecting customer reviews from trusted sources, applying AI-driven preprocessing techniques to extract key attributes, and using Graph Machine Learning techniques to unveil customer satisfaction. A new Graph-Based Sentiment Analysis Algorithm is proposed to extract object–sentiment pairs from each comment and model relationships through a graph-based approach. Results indicate a superior performance in terms of accuracy and efficiency compared to cell-based methods. The analysis identifies drivers of customer satisfaction, including value for money, quality experience, and ambiance.

Suggested Citation

  • Jérôme Baray & Gérard Cliquet, 2024. "AI-Driven Sentiment Analysis for Retail Management: A Graph-Based DSS Comparing Franchise and Company-Owned Stores [Analyse des sentiments basée sur l'IA pour la gestion du commerce de détail : un ," Post-Print hal-04840524, HAL.
    • Handle: RePEc:hal:journl:hal-04840524
    DOI: 10.1002/mde.4462
    as

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