Predictive model for customer satisfaction analytics in E-commerce sector using machine learning and deep learning

• Pre-labeled dataset for Vietnamese cosmetic products in e-commerce. • The application of pre-trained models such as BERT and phoBERT, along with fundamental baselines, for sentiment analysis. • Prediction of customer satisfaction using machine learning based on comments and price-related factors. • The importance of discount prices in customer satisfaction, particularly in Vietnamese cosmetic industry. In Vietnam's rapidly expanding e-commerce landscape, there is a critical need for advanced tools that can effectively analyze customer feedback to boost satisfaction and loyalty. This paper introduces a two-step predictive framework merging deep learning and traditional machine learning to analyze Vietnamese e-commerce reviews. Utilizing a dataset of 10,021 reviews on Tiki, Shopee, Sendo, and Hasaki between 2015 and 2023, the framework first employs fine-tuned deep learning models like BERT and Bi-GRU to extract aspect-based sentiments from reviews, tailored for the nuances of the Vietnamese language. Subsequently, machine learning algorithms like XGBoost predict customer satisfaction by integrating sentiment analysis with e-commerce data such as product prices. Results show BERT and Bi-GRU yield over 70% sentiment accuracy, while XGBoost achieves 80%+ satisfaction prediction accuracy. This framework offers a potent solution for discerning customer sentiments and enhancing satisfaction in Vietnam's dynamic e-commerce landscape.