Using Sentiment Analysis Technique for Analyzingthai Customer Satisfaction from Social Media

With the rapidly increasing number of Thai online customer reviews available in social media and websites, sentiment analysis technique, also called opinion mining, has become an important task in the past few years. This technique aims to analyze people’s emotions, opinion, attitudes and sentiments. The classical approaches for opinion mining represents the reviews as bag-of-words as many words can be used to identify positive or negative feedbacks. This makes these methods work well with European language reviews which are segmented texts. However, these bag-of-word based methods face problem with Thai customer’s review which is non-segmented text, since Thai texts are formed as a long sequence of characters without word boundaries. Up to now, not much research conducted on sentiment analysis for Thai customer reviews. This paper proposes a sentiment analysis technique for Thai customer’s reviews. The proposed technique is based on the integration of Thai word extraction and sentiment analysis techniques for mining Thai customer’s opinion. To demonstrate the proposed technique, experimental studies on analyzing Thai customer’s reviews from social media are presented in this paper. The results show that the proposed method provides significant benefits for mining Thai customer’s opinion from social media.