طراحی سیستم توصیه‌گر شخصی‌سازی‌شده برمبنای آنالیز احساسات در رسانه‌های اجتماعی(مورد‌مطالعه: سیستم بانکی)

نوع مقاله : پژوهشی اصیل

نویسندگان
1 استاد، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.
2 استاد، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
3 دانشیار، گروه مدیریت فناوری اطلاعات، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.
چکیده
حفظ مشتری یکی از پراهمیت‌ترین مسائل هر سازمانی است و یافتن راهی برای حفظ و بقای مشتری از نیازهای کلیدی آن سازمان است. هدف اصلی پژوهش حاضر در حوزه یادگیری ماشین، تمرکز بر مشکل شناسایی صحیح نیازهای مشتری با روش مبتنی بر استخراج دیدگاه‌ها، تحلیل احساسات و کمی‌سازی گرایش احساسی مشتریان درباره خدمات بانکی و بررسی و تحلیل نظرهای آنها می‌باشد. به‌عبارت دیگر موضوع این پژوهش طراحی سیستم توصیه‌گر برای ارائه خدمات مناسب و منطبق با رضایت مشتریان با نگاه به سلیقه‌ها، احساسات و تجربه‌های آنها می‌باشد. روش اجرای ارائه‌شده در پژوهش حاضر به‌این‌ترتیب است که عقاید و تجربه‌های مشتریان را از راه بررسی توییت‌های حاوی
هشتگ‌هایی با عنوان‌ها و سرفصل‌های خدمات بانکی به‌عنوان داده‌های جامعه آماری دریافت و پس از بررسی، نتیجه را در قالب متغیرهای نمره احساسات افراد برای توییت‌ها، نمره ارتباط، شباهت کسینوسی و میزان ضریب اطمینان و درنظرگرفتن گروه‌هایی از ویژگی‌های مربوطه و عقاید ثبت‌شده در فرایند آموزش و تست به‌صورت ارائه پیشنهاد شخصی‌سازی‌شده برای دریافت خدمات بانکی فراهم می‌کند. به‌منظور ارائه راهکار توصیه‌گر، از روش‌های دسته‌بندی مناسب به ‌همراه روش‌های عقیده‌کاوی و رویکرد اعتبارسنجی مناسب استفاده می‌شود و سیستم طراحی‌شده نهایی با خطایی اندک، به‌منظور ارائه خدمات شخصی‌سازی‌شده و در راستای کمک به سیستم بانکی گام خواهد برداشت. ازآن‌جایی‌که درحال حاضر ارائه خدمات بانکی متناسب با وضعیت مشتریان به‌‌طور کامل وجود ندارد، از‌این‌رو سیستم مذکور در این زمینه بسیار راهگشا خواهد بود.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Design a personalized Recommender system based on sentiment analysis on social media (Case study: banking system)

نویسندگان English

Ali Rajabzadeh Qhatari 1
Abbas Toloie Eshlaghy 2
Mahmood Alborzi 3
1 Professor, Department of Industrial Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
2 Professor, Department of Information Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
3 Associate Professor, Department of Information Technology Management, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran.
چکیده English

Customer retention is one of the most important issues of any organization and finding a way to retain and maintain the customer is one of the critical needs of any organization. The main purpose of the present study in the field of machine learning is to focus on the problem of correctly identifying customer needs with a method based on extracting opinion and sentiment analysis and quantifying customers' sentiment orientation. In the other word, the main issue is to design a Recommender System to provide appropriate services in accordance with customer satisfaction, sentiment, and experiences.
The proposed method is that customers' opinions and experiences are obtained by evaluating tweets containing hashtags with the titles and headings of banking services as statistical population, and after revision, it results in providing correlation scores in terms of people's sentiment score due to the tweets, cosine similarity and reliability, consideration of relevant characteristic groups as well as recorded ideas in the training and testing process, in the form of submitting personalized offer to receive banking services.
In order to represent a recommending solution, suitable classification methods are used along with opinion mining methods and proper validation approach as well, and the terminal designed system with a little error will take steps to provide personalized services as well as help banking system.

Since there is no thorough provision of banking services tailored to the customers’ situation, so in this regard, the mentioned system will be extremely beneficial.

کلیدواژه‌ها English

Opinion Mining
Customer satisfaction
Recommender system
Banking Services
Personalization
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