JAIST Repository
https://dspace.jaist.ac.jp/Title

タイ生命保険事業における顧客感情ナレッジマネ
ジメントAuthor(s)SUCHARITTHAM, Nanthawadee

CitationIssue Date

2021‑03

Type

Thesis or Dissertation

Text version

ETDURLhttp://hdl.handle.net/10119/17470

RightsDescription

Supervisor:Dam Hieu Chi, 知識科学研究科, 博士

Japan Advanced Institute of Science and Technology

氏

名

SUCHARITTHAM Nanthawadee

学

位の 種類

博士（知識科学）

学位

記号博知第 285 号番

学位 授与年月 日論文題

目論 文 審 査 委 員

令和 3 年 3 月 24 日
Customer Sentiment Knowledge Management in Thai LifeInsurance
主査

Dam Hieu ChiJAIST

Professor

Ikeda Mitsuru

JAIST

Professor

Huynh Van Nam

JAISTProfessor

Theeramunkong Thanaruk

SIIT, Thammasat

Professor

Ho Tu Bao

VIASM

Professor

論文の内容の要旨
This study explores service satisfaction with Thai life insurance based on customer sentiments
expressed on social media. This task provides an analytical framework of customer sentimentknowledge management that shows how to benefit from social media feedback throughimmediate problem-solving. After customer opinions are identified through the sentimentextraction & analysis tool, the severity of problems is prioritized. This research presents a newsocial CRM that manages knowledge using a multidimensional sentiment cube to recommend
processes that need to improve due to get a high volume of negative sentiment fromuser-generated content from social media.

This method is an emerging approach that takes

benefit from the sentiment cube concept with data mining. Text mining and natural language

processing (NLP) is applied to extract valuable knowledge chunks with their sentiments fromcritiques web-blogging in the Thai language and then map each chunk to pre-defined dimensions

in a cube.

In this work, a design of multidimensional sentiment cube on social CRM was demonstrated in acase study of the Thai Life Insurance Industry; dimensions are designed with consideration ofstandard CRM factors as well as CRM components and aspect-based sentiment analysis. Besides,
we present the results of an empirical study conducted via a questionnaire survey. The conceptof social customer relationship management (social CRM) is adopted by utilizing the sentiments

expressed on social media as part of an active management process to improve customer
satisfaction, retain customers, and recommend solutions positively received by respondents. This

study investigates service evaluation factors, claim settlement quality, policy cancellation

motives, and misunderstanding problems based on demographic characteristics, life insurance
attitudes, experience, and knowledge in life insurance of Thai respondents using the extracted
topics from social media.

Keywords: Customer sentiment knowledge management, Multidimensional sentiment cube,

Thai life insurance, Social customer relationship management (Social CRM), Text Mining論文審査の結果の要旨
In the social media era, the management of knowledge was generated by customer feedback
is essential to improve customer relationships for business sustainability. Life insurance is aservice that has intangible characteristics and difficult to declare its aspects. Most of thecurrently developed sentiment analysis methods are based on individual aspects or basichierarchy levels, which can extract limited information. This study proposes a new approach
using a cross operation between several aspects.

The proposed approach is applied toextract sentiment words from Thai text data to identify their sentiment scores. Furthermore,this study also proposes a framework for managing knowledge of sentiment by theknowledge

sharing

process

betweensocialmedia,

expertdomain,andcustomer/non-customer in Thai life insurance. The candidate has addressed the novel andsignificant contributions, as follows:1)

Exploit the principle of social customer relationship management (SCRM) and life2)

Propose a novel analysis tool, the Multidimensional Sentiment Cube (MDSC), which

insurance service knowledge for identifying a concrete aspect.

combines Sentiment Analysis (SA) and Online Analytical Processing (OLAP) with
deploying text mining in the Thai language.

3)

Identify

thehidden

problems

andproblem-solving

methods

ofcustomer

dissatisfaction in Thai life insurance using a Customer Sentiment Knowledge
Management framework (CSKM).

The candidate conducted this study with a considerably large volume of workload andobtained

promisingresults.

WeSUCHARITTHAM Nanthawadee.

approveawarding

adoctoral

degreetoMiss