OTT 앱 리뷰 분석을 통한 서비스 개선 기회 발굴 방안 연구

Abstract

This study aims to suggest service improvement opportunities by analyzing user review data of the top three OTT service apps(Netflix, Coupang Play, and TVING) on Google Play Store. To achieve this objective, we proposed a framework for uncovering service opportunities through the analysis of negative user reviews from OTT service providers. The framework involves automating the labeling of identified topics and generating service improvement opportunities using topic modeling and prompt engineering, leveraging GPT-4, a generative AI model. Consequently, we pinpointed five dissatisfaction topics for Netflix and TVING, and nine for Coupang Play. Common issues include “video playback errors”, “app installation and update errors”, “subscription and payment” problems, and concerns regarding “content quality”. The commonly identified service enhancement opportunities include “enhancing and diversifying content quality”. “optimizing video quality and data usage”, “ensuring compatibility with external devices”, and “streamlining payment and cancellation processes”. In contrast to prior research, this study introduces a novel research framework leveraging generative AI to label topics and propose improvement strategies based on the derived topics. This is noteworthy as it identifies actionable service opportunities aimed at enhancing service competitiveness and satisfaction, instead of merely outlining topics.