International Journal of Marketing, Communication and New Media, sa.11, ss.5-29, 2022 (ESCI)
Electronic word of mouth (e-WOM) is a vital channel for the exchange of customer-generated
content. As the e-WOM messages created by consumers pile all around the Web, they generate an
unbiased voice about products and services. With their high-level production in online environments,
e-WOM message contributions go far beyond consumer decision-making. They become a vital
source for gaining insights on designing and improving marketing offerings. The purpose of the
study is to analyze service improvement opportunities for subscription-based video-on-demand
(sVoD) services by exploring customer-generated eWOM messages. In addition to this, the study
aims to comprehend the effects of the COVID-19 pandemic on expectations, real feelings, and
attitudes of customers towards its subscription-based video-on-demand services and to compare
these emotions with those in the pre-pandemic period. Acting on customer-generated e-WOM
messages for sVoD services, the paper provides a real-time analysis of monitoring customer needs
and wants in a fast-moving service environment with topic-based sentiment analysis. The main
procedures include data extraction and pre-processing, topic modeling, sentiment analysis, and
opportunity analysis. When pre-covid and post-covid sentiments are compared, it is found that all
sentiment scores have decreased, except for content diversity. The rich content offered by Amazon
has led subscribers to take step to post positive comments about the platform. Addtionally, the
results show possible service improvement opportunities in streaming quality, TV series content
selection, use of commercials, and customer value generation in sVoD service encounters. The study
identifies service improvement opportunities using data mining technology, which can provide a
more in-depth understanding of consumer perceptions of marketing offerings and service quality. In
addition, it analyzes the perceptions of consumers toward sVoD services in times of the Covid-19
pandemic.