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An intelligent DMI-based feature selection approach for measuring customer loyalty using SVM

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Abstract

The business competition among different companies has exponentially increased in recent years. To remain in business, there is a pressing priority for an increased focus on customer satisfaction that ultimately fosters customer loyalty. The customer loyalty analysis is critically important to retaining current customers and attracting more new customers. The proposed study focuses on an efficient approach to determining the customer’s loyalty and satisfaction with a product. This is determined by using machine intelligence and sentiment analysis of a large dataset of product reviews which is obtained through Amazon. The novel Feature Selection Method is performed to improve performance for large data sets. This feature selection method is based on Dynamic Mutual Information (DMI) which helps in selecting only important features to reduce the dimensionality problems of very large datasets. Text preprocessing is performed initially, which includes Stopword removal, token, and lemma creation. SentiWordNet along with the Intelligent SVM technique is implemented for aspect-level sentiment analysis to categorize customer reviews into three different classes of loyalty.

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The data that support the findings of this study are available from the corresponding author upon proper request.

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Acknowledgements

This paper was conducted at the Information and Communication Technology, International College, Rangsit University, Thailand. We would like to thank Rangsit University and Information and Communication Technology, International College for their support.

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Authors and Affiliations

  1. Information and Communication Technology, International College, Rangsit University, Pathumthani, Thailand

    Herison Surbakti & Todsanai Chumwatana

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  1. Herison Surbakti
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All authors contributed to the development of the work, discussed the results, and assisted in writing the final manuscript. They have read and approved the final version of the manuscript.

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Correspondence to Herison Surbakti.

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Surbakti, H., Chumwatana, T. An intelligent DMI-based feature selection approach for measuring customer loyalty using SVM. Int. j. inf. tecnol. (2024). https://doi.org/10.1007/s41870-024-02317-8

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