Investigation and prediction of users' sentiment toward food delivery apps applying machine learning approaches

• Published in: Journal of contemporary marketing science Vol. 6; no. 2; pp. 109 - 127
• Main Authors: Hossain, Md Shamim, Begum, Humaira, Rouf, Md. Abdur, Sabuj, Md. Mehedul Islam
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 05.09.2023; Emerald Group Publishing Limited
• Subjects: Competition; Consumers; Coronaviruses; COVID-19; Customer feedback; Customer satisfaction; Customer services; Electronic commerce; Food; Food quality; Internet; Machine learning; Purchasing; Restaurants; Shopping; Social networks; User generated content; Review texts; Food delivery apps; Prediction; Machine learning; Customer sentiment
• ISSN: 2516-7480; 2516-7480
• DOI: 10.1108/JCMARS-12-2022-0030

PurposeThe goal of the current research is to use different machine learning (ML) approaches to examine and predict customer reviews of food delivery apps (FDAs).Design/methodology/approachUsing Google Play Scraper, data from five food delivery service providers were collected from the Google Play store. Following cleaning the reviews, the filtered texts were classified as having negative, positive, or neutral sentiments, which were then scored using two unsupervised sentiment algorithms (AFINN and Valence Aware Dictionary for sentiment Reasoning (VADER)). Furthermore, the authors employed four ML approaches to categorize each review of FDAs into the respective sentiment class.FindingsAccording to the study's findings, the majority of customer reviews of FDAs were positive. This research also revealed that, while all of the methods (decision tree, linear support vector machine, random forest classifier and logistic regression) can appropriately classify the reviews into a sentiment category, support vector machines (SVM) beats the others in terms of model accuracy. The authors' study also showed that logistic regression provided the highest recall, F1 score and lowest Root Mean Square Error (RMSE) among the four ML models.Practical implicationsThe findings aid FDAs in determining customer review behavior. The study's findings could help food apps developers better understand how customers feel about the developers' products and services. The food apps developer can learn how to use ML techniques to better understand the users' behavior.Originality/valueThe current study uses ML methodologies to investigate and predict consumer attitude regarding FDAs.