# Effects of the Hybrid CRITIC-VIKOR Method on Product Aspect Ranking in Customer Reviews
## 1 Introduction
They particularly investigated the classical subjective technique for order preference by using the similarity to ideal solution (TOPSIS) method [9], which is based on the shortest distance to the positive ideal solution and the farthest distance from the negative solution. The best values of the decision matrix's criteria are all contained in a positive ideal solution, whereas the worst values are all contained in a negative ideal solution [10]. In typical MCDM methods, a weight needs to be assigned to a criterion to indicate its relative importance in the decision-making process. Criteria weights considerably influence the final ranking of decision alternatives. Moreover, most MCDM methods assign criteria weights by using crisp values based on human judgments [11; 12; 13; 14], which means that the relative importance of each criterion depends on the subjective preferences of decision makers. However, subjective weights cannot accurately evaluate a criterion because of the uncertainty of human judgments, and assessment errors are usually inevitable [11; 14]. Furthermore, despite the widespread belief that the decision criteria in MCDM problems are independent of one another, this is frequently not the case in many situations [14]. This research aims to improve the ranking process of product aspects by enhancing the criteria weighting task in MCDM. In this proposed scheme, objective weighting (i.e., a method independent of decision-making judgments) was prioritized, and mathematical models for handling known data in a decision matrix were used to automatically determine the criteria weights [11; 15]. Among the many multiple-objective weighting approaches explored in the literature, the criteria importance through intercriteria correlation (CRITIC) method [16] was selected as the focal point of this research. This method provides a robust and objective measure for determining the importance of each criterion by leveraging intercriteria correlations. By capturing the relationships and dependencies between criteria, CRITIC enhances the accuracy and reliability of the criteria weighting process. To further advance the ranking process, CRITIC was investigated alongside VIKOR, a well-known multicriteria decision-making approach initially developed by [17] to address the challenge of finding a compromise solution when confronted with multiple criteria. Combining the strengths of CRITIC and VIKOR allows for a comprehensive and effective product aspect ranking process that takes into account both objective criteria weights and the need for compromise in decision making. By adopting objective weighting methods and leveraging the synergy between CRITIC and VIKOR, this research seeks to enhance the overall ranking process of product aspects. The proposed approach aims to provide more accurate and reliable results that align with the needs and preferences of customers and facilitate informed decision making for both customers and firms. The remainder of this manuscript is organized as follows: Section 2 reviews the literature by dividing it into three subsections. Types of criteria weighting are briefly reviewed in the first subsection with some examples of each type, and then in the second subsection, the CRITIC objective weighting approach is discussed in detail. The third subsection introduces the VIKOR approach as one of the popular MCDM ranking techniques. Section 3 proposes the overall framework of ranking product aspects and explains in detail the deployment of objective weighting in the VIKOR approach. Section 4 presents the evaluation procedure of the proposed framework and presents the discussion and results. Finally, Section 5 concludes the manuscript and anticipates future research.