Extraction of Risk Factors Through VOC Data Analysis for Travel Agencies

Abstract

Many businesses utilize a variety of ways to collect VOC(Voice of Customer) data, which is a very important information in establishing their management strategies. Conventional channels would include telephone calls, mails, and internet or on-site surveys. Social media such as SNS (social network service) networks and internet message boards have recently become a major source for VOC. Correct feedbacks of customers are mainly in the form of atypical data including voice and texts. Thus, a tool called Buzz monitoring is usually used to this atypical data, since general analysis methods can not deal such a big amount of data. This paper attempts to present a way of extracting risk factors from analyzing atypical data of VOC in the form of texts. An empirical research was conducted to apply the proposed model to one of the biggest travel agencies in Korea to extract actual risk factors. The identified risk factors are expected to help the travel agency arrange remedial measures to cope with customers' complaints.

A Study on Customer Feedback by VOC Big Data Analysis of for Travel Agencies

“…The proposed analysis process can identify the displeasure/complaints and analyze negative feelings to extract risk factors, which need to be improved [7].…”