Prediction of user loyalty in mobile applications using deep contextualized word representations

Abstract

ABSTRACT Customer loyalty is important for many industries, including banking, telecommunications, gaming, and shopping, in terms of sustainability. In mobile applications, it is observed that the demand rises with the usage of mobile devices such as smartphones. Therefore, it is important to predict when players tend to leave an application. Most of the studies so far focus on churn prediction or customer loyalty in mobile applications by analyzing demographic, economic, and behavioral data about customers. In this work, we introduce sentiment analysis-based customer loyalty prediction in mobile applications using word embeddings, deep learning algorithms, and deep contextualized word representations. To our knowledge, this is the first study to evaluate loyalty of customers analyzing sentiments of users from their comments using deep learning, word embedding, and deep contextualized word representation models. For this purpose, CNNs, RNNs, LSTMs, BERT, MBERT, DistilBERT, RoBERT are used for classification purpose. On the other hand, word embedding models such as Word2Vec, GloVe, and FastText are employed for text representation. To demonstrate the impact of proposed model, comprehensive experiments are performed on seven different datasets. The experiment results show sentiment analysis of users in mobile applications can be a powerful indicator in terms of predicting customer loyalty.