1Assistant Professor (S.G), Department of Business Administration, Annamalai University, Chidambaram, India, Email id: rajendran_au@yahoo.co.in
2Ph. D research scholar, Department of Business Administration, Annamalai University, Chidambaram, Tamil Nadu, India. Email id: dmadhavannair@gmail.com
3Assistant Professor, Great Lakes Institute of Management, Chennai, India. Email id: bnatarajapk@gmail.com
Online published on 9 April, 2018.
The purpose of this article is to analyze the sentiment of the mobile users based on the recent blackout of a mobile service provider and how the customers perceive the incident and opt for mobile number portability. The mobile number has become a new identification of the individuals, hence the users stick on to their mobile number as a mandate from the government and other service providers. In this scenario it is important to know how the end users will feel when there is interruption in the service, the present study attempts to find the same.
the data required for the research is extracted from tweets, the frustration, anger, joy, hope, trust and all other emotions of the mobile users that are reflected as tweets were extracted for analysis. One Thousand tweets from the social media website twitter was extracted using R-twitter package and was analyzed to measure the sentiment and perception of the users. Word Cloud, Emotional Trajectory, Joyce‘s Portrait, Emotions Analysis were used to perform sentiment analysis.
From the results of analysis it was found that even though the mobile users emote anger towards the mobile service provider on uninformed black out, they still have a single ray of hope and anticipation towards their mobile service provider. The anticipation towards the mobile service provider is highly emoted as tweets and they trust their mobile service provider that they can come back and provide uninterrupted service as before. Most of the customers were not trying to use mobile number portability even though there is a blackout from their mobile service providers.
The entire world is connected through social media. A negative word of mouth through social media can have power to destruct the good will of the entire organization. If the companies can understand the emotions of their customers through social media, they can better manage the customers by fulfilling their present and future needs.
Sentiment Analysis, Text Analysis, Mobile Number Portability, Customer Retention
