Metin madenciliği yöntemleri ile dijital bankacılık uygulamalarına yönelik müşteri yorumlarının analizi

Yıl 2024, Cilt: 14 Sayı: 1, 45 - 60, 15.03.2024

Burcu Okatan , Handan Çam

https://doi.org/10.17714/gumusfenbil.1361431

Öz

Günümüz dijital dünyasında önemli bir konfor alanı sağlayan sanal hizmetler, insanların çoğunluğu tarafından kullanılmaktadır. Bu anlamda Dijital bankacılık da en çok faydalanılan çevrimiçi finans hizmetlerindendir. Bu araştırmada da, banka müşterileri tarafından oldukça yüksek oranda kullanılan dijital bankacılık hizmetleri ile yapmış oldukları yorumlardan oluşan veri havuzu kullanılarak metin madenciliği yöntemleri ile analiz amaçlanmıştır. Çalışmada, Türkiye Bankalar Birliği verileri ışığında en çok kullanılan 10 adet özel banka ve 3 adet devlet bankası ile toplamda 13 adet bankaya ait dijital bankacılık verileri anakütleyi oluşturmaktadır. Veriler, Ocak 2020 ile Ağustos 2022 tarihleri arası baz alınarak elde edilmiştir. Toplamda 1.200.000-1.250.000 arasında ham veri ilgili bankaların yorumlanabildiği sosyal medya platformlarından elde edilmiştir. Bankalar tek tek incelenmiş olup; kelime yoğunlukları hakkında analizler uygulanmış, wordcloud veri görselleri oluşturulmuş ve yine tek tek duygu analizleri ile bankalara bakış açısı ölçümlenmiştir. Çalışmanın sonucunda, banka müşterileri tarafından en çok; dijital uygulamaların kolaylığı, kullanışlılığı, hizmet ücretleri yorumlanmıştır. Dolayısıyla özel bankalar ile kamu bankalarına ait dijital hizmetlerin çok fazla farklılık göstermediği ancak özel bankalara ait dijital hizmetlerin kullanışlılık ve kendini yenileme anlamında daha verimli olduğu anlaşılmıştır. Yapılan analizler sonucunda bankalara, dijital bankacılık hizmetleri açısından müşteri memnuniyeti ve kaliteli hizmet sunumu kapsamında farklı önerilerde bulunulmuştur.

Anahtar Kelimeler

Dijital Bankacılık, Duygu Analizi, Kelime Bulutu, Metin Madenciliği

Analysis of customer reviews for digital banking applications with text mining methods

Öz

Virtual services, which provide an important comfort area in today's digital world, are used by the majority of people. Accordingly, digital banking is one of the most used online financial services. In this research, it was aimed to analyze the digital banking services used by bank customers at a high rate and by using text mining methods using a data pool consisting of their comments. In the study, in the light of the data of the Banks Association of Turkey, the digital banking data of the 10 most used private banks and 3 state banks and a total of 13 banks constitute the population. The data covers the period from January 2020 to August 2022.In total, between 1,200,000-1,250,000 raw data were obtained from social media platforms where the relevant banks could be interpreted. Banks were examined one by one; Analyzes about word density were applied, wordcloud data visuals were created, and the perspective on banks was measured with individual sentiment analyses. As a result of the study, the most frequently cited by bank customers are The ease, usefulness, and service fees of digital applications are interpreted. Therefore, it has been understood that the digital services of private banks and public banks do not differ much, but the digital services of private banks are more efficient in terms of usefulness and self-renewal. As a result of the analysis, different suggestions were made to banks within the scope of customer satisfaction and quality service delivery in terms of digital banking services.

Anahtar Kelimeler

Digital banking, Sentiment analysis, Text mining, Word cloud

Kaynakça

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