# Effects of the Hybrid CRITIC-VIKOR Method on Product Aspect Ranking in Customer Reviews
## 5 Conclusions  
Given the enormous amount of data available online, rating product attributes based on user reviews has become a big difficulty. Traditional methods for multiple criteria decision making (MCDM), which primarily rely on the subjective weighting of choice criteria, can be complicated and ineffective since they heavily rely on the perspectives of decision makers. In order to improve the ranking process of the product aspects mentioned in customer reviews on the Web, this study suggests a novel hybrid methodology that combines the objective weighting CRITIC method with the MCDM VIKOR method. The suggested technique aims to lessen the restrictions associated with subjective assessments by introducing objective weighting, which is mostly dependent on the performance of the criteria.  
The hybrid CRITIC-VIKOR technique has been shown to perform better in empirical assessments and comparisons with the subjective VIKOR method in terms of ranking the extracted product aspects to prioritize the most influential aspects that have a gear impact on the customers' decisions. When objective weighting is used, the assessment is more impartial and objective, allowing buyers to make defensible choices based on the relative weighting of various product attributes. The hybrid CRITIC-VIKOR strategy is successful at handling the difficulties involved in ranking product characteristics because it makes extensive use of decision information and incorporates objective weighting. This strategy improves the validity and usefulness of the rankings produced from customer evaluations by decreasing the reliance on subjective judgments and adopting a more methodical approach to criteria weighting.  
This study, despite its merits, has a shortcoming that point the way for further investigation. Only reviews of electronic devices were used to build the suggested model, but future research could expand its application by looking at additional product categories. This research motivates future work to utilize other MCDM approaches to prioritize important product aspects like COPRAS, MOORA, ARAS, and other methods. These methods could be used and evaluated to highlight the pros and cons of each method in ranking the product aspects. Moreover, the proposed approach, CRITIC-VIKOR, considers the independent relationships among the criteria in the ranking process, which motivates more future work in applying weighting approaches that consider the complementary relationships among the criteria.  
Methodology, S.A.A.A.; Software, S.A.A.A.; Writing--original draft, S.A.A.A.; Writing--review & editing, K.H.G.; Supervision, K.H.G. All authors have read and agreed to the published version of the manuscript.  
This research received no external funding.  
This research motivates future work to utilize other MCDM approaches to prioritize importance of the proposed approach.  
Data Availability Statement: In this study, we analyzed the publicly archived dataset of Bing Liu entitled \"Customer Review Datasets (5 products)\" available on the following link: [[https://www.cs.uic.edu/~liub/FBS/sentiment-analysis.html#datasets](https://www.cs.uic.edu/~liub/FBS/sentiment-analysis.html#datasets)]([https://www.cs.uic.edu/~liub/FBS/sentiment-analysis.html#datasets](https://www.cs.uic.edu/~liub/FBS/sentiment-analysis.html#datasets)) (accessed on 5 July 2023).  
The authors declare no conflict of interest.