TEXT MINING TO GAIN BUSINESS, MARKET, AND COMPETITIVE INSIGHTS IN COURIER SERVICE INDUSTRY

Ariella, Eunike Annice (2021) TEXT MINING TO GAIN BUSINESS, MARKET, AND COMPETITIVE INSIGHTS IN COURIER SERVICE INDUSTRY. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

The increasing use of e-commerce has led to the emergence of many couriers' service brands. The increased number of courier services has caused fierce market competition that affects experienced courier brands, POS Indonesia. To maintain the position and win the competition as one of Indonesia's top courier service brands, it is important always to evaluate the company's performance. If the company cannot meet the customers' needs, wants, and expectations, the percentage of market coverage will decrease, which will result in the company being unable to compete. Analyzing feedback/reviews from customers through social media can be utilized to compare POS Indonesia's performance with other brands, which can later become valuable insights for improvement. The conventional method such as interview, survey, a focus group was preferred as a method to collect data in the past. However, with technological and data developments, text mining methods can be used to collect data effectively and efficiently. This study aims to use text mining sentiment analysis to process secondary unstructured data from Twitter into valuable insights that contributed to the process to satisfy the customers. The secondary unstructured data was processed through Knowledge Discovery in Textual Database (KDT), resulting in complex and uncategorized Voice of Customers (VOCs). The result then transformed into Critical to Quality (CTQ) Trees to create comprehensive insight that the general reader can easily understand. The result of text mining stated that there are five aspects that still unsatisfactory to the customer: delivery procedure, customer service, agent, tracking system, and product. The results are already reflecting the real customer feedback that enters the overall system of POS Indonesia.

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