Understanding User Satisfaction in Digital Finance Through Sentiment Analysis of User Reviews

This study conducted a sentiment analysis on 100,000 user reviews of the Kredivo app to assess user satisfaction and identify areas for improvement in the context of digital finance. Leveraging Term Frequency-Inverse Document Frequency (TF-IDF) for feature extraction and employing Logistic Regression and Support Vector Machine (SVM) models, the analysis revealed a predominantly positive user sentiment, with 62% of the reviews classified as positive, 25% as negative, and 13% as neutral. Positive reviews frequently highlighted the app's ease of use and quick access to credit, indicating high satisfaction with its functionality and convenience. In contrast, negative reviews commonly cited issues with customer service responsiveness and transparency around fees, suggesting areas where the app could enhance user experience. Visualizations, including a confusion matrix and sentiment distribution charts, further illustrated the model's accuracy and user sentiment patterns. The study’s findings align with previous research in digital finance, which emphasizes the critical role of user feedback in app development and user retention. However, unique insights regarding the challenges faced by buy-now-pay-later (BNPL) platforms like Kredivo were also observed, notably around customer service and fee transparency. The study highlights the potential of sentiment analysis as a tool for digital finance app developers to continuously improve service quality. Limitations include potential biases in the dataset and model limitations, suggesting future research directions that incorporate additional data sources and advanced NLP models.