Analyzing the Voice of Customer through online user reviews using LDA: Case of Moroccan mobile banking applications

Nowadays, most of the organizations make their mobile applications available through different stores, such as Google Play Store, Apple App Store, and Windows Phone Store. Banks and financial institutions have also provided mobile applications for their customers. These app stores not only allow applications to be downloaded, but they also permit users to leave comments and reviews. In this paper, we will start first by looking at eight Moroccan mobile banking applications in the Google Play Store. Data that hasn't been exploited by Moroccan banks yet. Once the preprocessing phase is complete, we will examine and analyze user reviews using Latent Dirichlet allocation (LDA) to extract and identify topics. Topics discovered focus mainly on Security, services, quality, and interface. While customer reviews can influence future demand, they can also be used by managers to improve their services and customer experience.