AI‐Driven Sentiment Analysis for Retail Management: A Graph‐Based DSS Comparing Franchise and Company‐Owned Stores

Jérôme Baray and Gérard Cliquet

Managerial and Decision Economics, 2025, vol. 46, issue 4, 2345-2363

Abstract: This paper introduces an AI‐driven Decision Support System (DSS) for sentiment analysis of customer reviews in Starbucks UK. The methodology involves three main steps: collecting customer reviews from trusted sources, applying AI‐driven preprocessing techniques to extract key attributes, and using Graph Machine Learning techniques to unveil customer satisfaction. A new Graph‐Based Sentiment Analysis Algorithm is proposed to extract object–sentiment pairs from each comment and model relationships through a graph‐based approach. Results indicate a superior performance in terms of accuracy and efficiency compared to cell‐based methods. The analysis identifies drivers of customer satisfaction, including value for money, quality experience, and ambiance.

Date: 2025
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https://doi.org/10.1002/mde.4462

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Persistent link: https://EconPapers.repec.org/RePEc:wly:mgtdec:v:46:y:2025:i:4:p:2345-2363

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