Customers’ Opinions on Mobile Telecommunication Services in Malaysia using Sentiment Analysis

Abstract

Mobile telecommunication companies in Malaysia have been widely used in the recent decade. There is intense competition among them to keep and gain new customers by offering various services. The reviews of the services by the customers are commonly shared on social media such as Twitter. Those reviews are essential for mobile telecommunication companies to improve their services and at the same time to keep their customers from churning to another company. Hence, this study focuses on the public sentiment on Twitter towards mobile telecommunication services in Malaysia. Data on Twitter was scraped using three keywords: Celcom, Digi, and Maxis. The keywords used to refer to Malaysia's top three mobile telecommunication companies. The timeline for the tweets was between December 2020 until January 2021 and was based on the promotion sales commonly used by the organisation to boost their sales which is called Year End Sales. Corpus-based approach and Machine Learning model using RapidMiner were used in this study, namely, Support Vector Machine (SVM), Naïve Bayes, and Deep Learning. The corpus determines the sentiment from the tweets, either positive, negative, or neutral. The models' performances were compared in terms of accuracy, and the outcome shows that Deep Learning classifiers have the highest performance compared to other classifiers. The results of this sentiment analysis are visualised for easy understanding.