Deep Learning Based Sentiment Analysis for Enhancing Customer Experience in Phygital Retail Industry

In today’s world customer shopping experience seamlessly blend physical and digital spaces. In understanding customer attitudes in this blended environment, sentiment analysis acts as a crucial tool. The advanced deep learning techniques are necessary to capture the complexity of customer’s emotion in Phygital retail since the traditional methods fail to do. This study aims to analyse the effectiveness of CNN, LSTM, GRU and BiLSTM in sentiment analysis within Phygital retail environments. The findings reveal that CNN achieves the highest accuracy score at 96.03%. Business can enhance customer satisfaction, streamline operations and maintain competitive edge by leveraging these deep learning techniques in Phygital Retail.