An approach proposal MAIRCA and LDA analysis based for process improvement with customer comments in retail

İNEL M. N., ETİ S.

Electronic Commerce Research, 2025 (SSCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1007/s10660-025-10047-7
  • Dergi Adı: Electronic Commerce Research
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, Compendex, INSPEC, zbMATH
  • Anahtar Kelimeler: Comments, Customer, Data mining, Decision making, Process improvement
  • Marmara Üniversitesi Adresli: Evet

Özet

Continuous development and process improvement approaches are important all over the world, as well as in retailing, which is one of the sectors where competition is intense. The journey of achieving better and more efficiently at the operational level requires a process based on endless and continuous development. This study aims to use customer comments to determine a strategic direction for process improvement. The importance of e-commerce is increasing day by day. Customers carry out their purchasing behavior through e-commerce channels and share their feedback. In our study, e-commerce-based customer comments were subjected to LDA analysis and issues were determined to be evaluated within the framework of improvement. Due to the high number of identified issues and the limitation of improvement resources, multi-criteria decision-making techniques were applied to determine which issues should be given more priority, and prioritization was made on the issues that lead to improvement. The results of the MAIRCA method and their performance compared to TOPSIS are also revealed.