An Evaluation of Text Analytics for Customer Feedback Interpretation: A Study of Telecom Companies in Zamfara State
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Background of the Study
Text analytics, also known as text mining, is a process of extracting meaningful information and insights from textual data through techniques like natural language processing (NLP), machine learning, and statistical analysis. For telecom companies, customer feedback provides valuable insights into service quality, product satisfaction, and customer expectations. Effective interpretation of this feedback through text analytics enables organizations to identify areas for improvement and create customer-centric strategies (Eze & Ahmed, 2023).
Telecom companies in Zamfara State, like their counterparts in other parts of Nigeria, operate in a competitive environment where customer retention and satisfaction are critical to their success. Given the increasing volume of feedback collected through channels such as social media, surveys, and call centers, text analytics provides a scalable and efficient solution for processing and analyzing this data. However, many telecom companies in the region struggle to implement text analytics effectively due to technical and resource limitations (Bello & Yusuf, 2024).
This study aims to evaluate the role of text analytics in interpreting customer feedback within telecom companies in Zamfara State, highlighting its benefits, challenges, and potential impact on service improvement.
Statement of the Problem
Customer feedback is a vital source of information for telecom companies, yet interpreting this data manually can be time-consuming and prone to errors. While text analytics offers an efficient and automated solution, its adoption among telecom companies in Zamfara State remains limited due to factors such as inadequate technical expertise, lack of infrastructure, and resistance to new technologies (Abubakar & Ibrahim, 2023). Consequently, companies risk missing critical insights that could drive service improvements and customer satisfaction.
Despite the global application of text analytics in customer feedback interpretation, there is a lack of research on its usage and effectiveness in the context of Nigerian telecom companies, particularly in Zamfara State. This study seeks to address this gap by examining how text analytics is utilized to interpret customer feedback and its impact on organizational performance.
Objectives of the Study
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To assess the adoption of text analytics for customer feedback interpretation by telecom companies in Zamfara State.
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To evaluate the impact of text analytics on identifying customer concerns and improving services.
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To propose strategies for enhancing the adoption and effectiveness of text analytics in telecom companies.
Research Questions
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How widely is text analytics adopted for customer feedback interpretation by telecom companies in Zamfara State?
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What impact does text analytics have on identifying customer concerns and improving services?
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What strategies can enhance the adoption and effectiveness of text analytics in telecom companies?
Research Hypotheses
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Text analytics has no significant effect on the interpretation of customer feedback in telecom companies.
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The adoption of text analytics does not significantly improve customer satisfaction in telecom companies.
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Strategies for enhancing text analytics adoption have no significant impact on service improvement.
Scope and Limitations of the Study
This study focuses on telecom companies in Zamfara State, examining the adoption and impact of text analytics for customer feedback interpretation. Limitations include variability in tool adoption across companies, access to proprietary feedback data, and potential biases in survey responses from company representatives.
Definitions of Terms
Text Analytics: The process of analyzing unstructured textual data to extract meaningful patterns and insights.
Customer Feedback: Information provided by customers regarding their experiences and satisfaction with a product or service.
Telecom Companies: Organizations that provide telecommunications services such as voice, data, and internet.
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