AN OPINION MINING AND SENTIMENT ANALYSISAPPROACH FOR EVALUATING CUSTOMER SATISFACTIONIN A DIGITAL BANKING ENVIRONMENT

In the highly competitive digital environment, building more unique relationshipswith customers is vital for banking institutions. The emergence of new technologies has causedcustomers to reset their digital banking expectations now they have experienced personalizeddigital relationships in other aspects of their life. Keeping pace with digital customers is a bigchallenge. When building relationships with customers, satisfaction represents the foundation.Therefore, banking institutions must offer to their customers a variety of digital services andproducts aligned with their needs. This entails understanding customers - their perceptions,influences and motivations and how they interact with every digital banking service or product.The objective of this paper is to present an approach based on opinion mining and sentimentanalysis methods on evaluating customer‘s behavior in a digital banking environment.