Title: Customer sentiment towards freebies in telecom sector: a social media mining approach

Authors: Suhel Ahmad; Alpana Srivastava; Seema Sharma

Addresses: Amity Business School, Amity University, Lucknow Campus, Uttar Pradesh, 226028, India ' Amity Business School, Amity University, Lucknow Campus, Uttar Pradesh, 226028, India ' Department of Management Studies (DMS), Indian Institute of Technology, Delhi (IITD), India

Abstract: Organisations rely heavily on social media for inferring customer's feedback and sentiments associated with their products or services. This study, using social media data and aims to find the sentiments associated with 'JIO', a new entrant among Indian cellular service providers. They initially offered all the services for free (freebies) to attract subscribers. Tweets were analysed using text mining techniques and 'R' statistical tool. The findings reveal that, despite 23% users of 'JIO' having a negative sentiment, the customer-base of service provider is continuously increasing, suggesting high inclination towards freebies. Further, some service parameters were negatively mentioned, pointing towards the need for improvement. The presence of a system bug was identified, of which the service provider was unaware otherwise. Future prospects include sentiment analysis of customers from other platforms. This is an independent work, conducted utilising text mining and results could be implemented to monitor and upgrade service quality.

Keywords: JIO; sentiment; Twitter; analytics; freebies; telecom; data mining; text mining.

DOI: 10.1504/IJBIS.2020.10023764

International Journal of Business Information Systems, 2021 Vol.38 No.2, pp.240 - 253

Received: 17 Apr 2019
Accepted: 29 May 2019

Published online: 29 Nov 2021 *

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