A1 Refereed original research article in a scientific journal
Automating customer feedback analysis in E-commerce: A multi-Model approach
Authors: Davoodi, Laleh; Mezei, József; Nikou, Shahrokh; Espinosa-Leal, Leonardo
Publisher: Elsevier BV
Publication year: 2026
Journal: Expert Systems with Applications
Article number: 130865
Volume: 306
ISSN: 0957-4174
eISSN: 1873-6793
DOI: https://doi.org/10.1016/j.eswa.2025.130865
Publication's open availability at the time of reporting: Open Access
Publication channel's open availability : Partially Open Access publication channel
Web address : https://doi.org/10.1016/j.eswa.2025.130865
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/506560694
Understanding customer satisfaction in e-commerce is crucial for businesses to remain competitive. While traditional feedback analysis methods are labour-intensive and subjective, machine learning advances have enabled more efficient and scalable sentiment analysis. However, existing models struggle with aspect-based sentiment analysis (ABSA), particularly in detecting implicit aspects and handling mixed sentiments. This paper presents a multi-model machine learning pipeline designed to enhance ABSA by integrating fine-tuned Large Language Models (LLMs) with BERT and RoBERTa-based models. The pipeline consists of an LLM-generated synthesized annotated feedback model, a BERT-based aspect detection model, a RoBERTa-based ABSA model, and an LLM-based ABSA model for handling implicit aspects and mixed sentiments. Additionally, a RoBERTa-based model is employed for overall sentiment detection. By leveraging both manually annotated and synthetic data, the pipeline improves sentiment classification accuracy and aspect coverage, even in data-scarce environments. The results demonstrate that combining multiple models enhances detection accuracy compared to single-model approaches. This study provides a scalable and effective solution for e-commerce feedback analysis, offering businesses valuable insights for improving customer experience and decision-making.
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Funding information in the publication:
The first author received financial support for conducting this research from Jenny ja Antti Wihurin rahasto, Liikesivistysrahasto, and Marcus Wallenbergin Foundation.