From Customer’s Voice to Decision-Maker Insights: Textual Analysis Framework for Arabic Reviews of Saudi Arabia’s Super App

Abstract

Recently, business sectors have focused on offering a wide variety of services through utilizing different modern technologies such as super apps in order to fulfill customers’ needs and create a satisfactory user experience. Accordingly, studying the user experience has become one of the most popular trends in the research field due to its essential role in business prosperity and continuity. Thus, many researchers have dedicated their efforts to exploring and analyzing the user experience across social media, blogs, and websites, employing a variety of research methods such as machine learning to mine users’ reviews. However, there are limited studies concentrated on analyzing super app users’ experiences and specifically mining Arabic users’ reviews. Therefore, this paper aims to analyze and discover the most important topics that affect the user experience in the super app environment by mining Arabic business sector users’ reviews in Saudi Arabia using biterm topic modeling, CAMeL sentiment analyzer, and doc2vec with k-means clustering. We explore users’ feelings regarding the extracted topics in order to identify the weak aspects to improve and the strong aspects to enhance, which will promote a satisfactory user experience. Hence, this paper proposes an Arabic text annotation framework to help the business sector in Saudi Arabia to determine the important topics with negative and positive impacts on users’ experience. The proposed framework uses two approaches: topic modeling with sentiment analysis and topic modeling with clustering. As a result, the proposed framework reveals four important topics: delivery and payment, customer service and updates, prices, and application. The retrieved topics are thoroughly studied, and the findings show that, in most topics, negative comments outweigh positive comments. These results are provided with general analysis and recommendations to help the business sector to improve its level of services.