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

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  • Jérôme Baray
  • Gérard Cliquet

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.

Suggested Citation

  • Jérôme Baray & Gérard Cliquet, 2025. "AI‐Driven Sentiment Analysis for Retail Management: A Graph‐Based DSS Comparing Franchise and Company‐Owned Stores," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 46(4), pages 2345-2363, June.
    • Handle: RePEc:wly:mgtdec:v:46:y:2025:i:4:p:2345-2363
    DOI: 10.1002/mde.4462
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