A1 Refereed original research article in a scientific journal

Automating customer feedback analysis in E-commerce: A multi-Model approach




AuthorsDavoodi, Laleh; Mezei, József; Nikou, Shahrokh; Espinosa-Leal, Leonardo

PublisherElsevier BV

Publication year2026

Journal: Expert Systems with Applications

Article number130865

Volume306

ISSN0957-4174

eISSN1873-6793

DOIhttps://doi.org/10.1016/j.eswa.2025.130865

Publication's open availability at the time of reportingOpen 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 addresshttps://research.utu.fi/converis/portal/detail/Publication/506560694


Abstract

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.


Downloadable publication

This is an electronic reprint of the original article.
This reprint may differ from the original in pagination and typographic detail. Please cite the original version.




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.


Last updated on 12/01/2026 10:16:51 AM