Categorizing Natural Language-Based Customer Satisfaction: An Implementation Method Using Support Vector Machine and Long Short-Term Memory Neural Network

Abstract

Analyzing natural language-based Customer Satisfaction (CS) is a tedious process. This issue is practically true if one is to manually categorize large datasets. Fortunately, the advent of supervised machine learning techniques has paved the way toward the design of efficient categorization systems used for CS. This paper presents the feasibility of designing a text categorization model using two popular and robust algorithms – the Support Vector Machine (SVM) and Long Short-Term Memory (LSTM) Neural Network, in order to automatically categorize complaints, suggestions, feedbacks, and commendations. The study found that, in terms of training accuracy, SVM has best rating of 98.63% while LSTM has best rating of 99.32%. Such results mean that both SVM and LSTM algorithms are at par with each other in terms of training accuracy, but SVM is significantly faster than LSTM by approximately 35.47s. The training performance results of both algorithms are attributed on the limitations of the dataset size, high-dimensionality of both English and Tagalog languages, and applicability of the feature engineering techniques used. Interestingly, based on the results of actual implementation, both algorithms are found to be 100% effective in accurately predicting the correct CS categories. Hence, the extent of preference between the two algorithms boils down on the available dataset and the skill in optimizing these algorithms through feature engineering techniques and in implementing them toward actual text categorization applications.