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Comment analysis for product and service satisfaction from Thai customers’ review in social network

This paper proposes a sentiment analysis technique for Thai customers’ reviews. The proposed technique is based on the integration of Thai word extraction and sentiment analysis techniques for mining Thai customers’ opinions. Before the proposed technique is described in more detail, the segmentation problems of the Thai language are first discussed in the next section to clarify the problem. | Journal of ICT, 17, No. 2 (April) 2018, pp: 271–289 How to cite this paper: Chumwatana, T. (2018). Comment Analysis for product and service satisfaction from Thai customers’ review in social network. Journal of Information and Communication Technology, 17 (2), 271-289. COMMENT ANALYSIS FOR PRODUCT AND SERVICE SATISFACTION FROM THAI CUSTOMERS’ REVIEW IN SOCIAL NETWORK Todsanai Chumwatana College of Information and Communication Technology Rangsit University, Pathumthani, Thailand todsanai.c@rsu.ac.th ABSTRACT In the last decade, the amount of social media usage has rapidly increased exponentially in Thailand. A huge amount of Thai online reviews and comments are available on social network every second. Because of this fact, comment analysis, also called sentiment analysis, has then become an essential task to analyze people’s emotions, opinion, attitudes and sentiments from the amount of these online posts. This paper proposed the technique for analyzing Thai customers’ comments or opinions about the products and services by counting the polarity words of the product and service domains. To demonstrate the proposed technique, experimental studies on analyzing Thai customers’ comments in the social media are presented in this paper. The comments are classified into neutral, positive or negative. The proposed technique benefits the business domain in guiding product improvement and quality of service. Hence, this paper also benefits the end-users in making a smart decision. Keywords: Comment analysis, sentiment analysis, opinion mining, social network analysis. Received: 1 September 2017 Accepted: 2 January 2018 271 Journal of ICT, 17, No. 2 (April) 2018, pp: 271–289 INTRODUCTION At present, a significant number of websites, blogs, forums and social media allow people to provide their opinions about the services and products (Bagheri, 2013). Such media has been regarded as a tool for people to express their comments in a positive or negative way. The survey .