Analyzing Healthcare and Wellness Products’ Quality Embedded in Online Customer Reviews: Assessment with a Hybrid Fuzzy LMAW and Fermatean Fuzzy WASPAS Method

With the high impetus in global digitization, online shopping (OS) is anticipated to increase further near future. Contrary this anticipation, however, recent studies have emphasized a certain amount of drop considerable number purchasing transactions 2022. One reasons might be customer dissatisfaction. To analyze reviews, manual sentiment analysis was conducted detect which quality criteria cause dissatisfaction shoppers. The parameters are categorized into product, delivery service, and aftersales service (SQ). These main then divided sub-factors. Eight health category products, including personal care wellness household cleaners, were ranked importance sub-quality using multi-criteria decision-making (MCDM) method. In study, new hybrid MCDM method also proposed, combines triangular fuzzy logarithm methodology additive weights (F-LMAW) Fermatean weighted aggregated sum product assessment (FF-WASPAS). study reveals that most important products’ performance, as well their side effects, pay-back, change possibility, while reasonable price least criterion. Aftersales more significant than service. Furthermore, moisturizing creams medical pillows popular products bought OS compared with hair conditioners washing liquids. study’s multifold contributions managerial implications elaborately discussed.