Abstract

SOUSA, Gustavo Nogueira de et al. Analysis of the Brazilian telecommunications sector: An overview on Complaints. RISTI [online]. 2020, n.37, pp.31-48. ISSN 1646-9895.  https://doi.org/10.17013/risti.37.31-48.

Digital media are increasingly present in the daily life of human beings. This fact contributes to the increasing volume of user-generated content. From a practical point of view, the analysis of these data requires different perspectives and methods to obtain consistent results. These analyzes can support managers' decision-making by identifying needs and problems, guiding the process of continuous improvement of products and services. Therefore, this work proposes an analysis of complaints posted on an online complaints platform to identify points that guide companies' decision making and, consequently, improve the relationship with customers. The results obtained allow the identification of problems and their relationship. This study's main contribution is the provision of an approach that helps in the corporation's strategic planning, taking into account situations reported by consumers.

Keywords : Social Media; Text Mining; Customer Relationship Management; Social CRM; Complaints.

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