Effects of the Hybrid CRITIC–VIKOR Method on Product Aspect Ranking in Customer Reviews

Product aspect ranking is critical for prioritizing the most important aspects of a specific product/service to assist probable customers in selecting suitable products that can realize their needs. However, given voluminous customer reviews published on websites, are hindered from manually extracting and characterizing searched products. A few multicriteria decision-making methods have been implemented rank relevant product aspects. As weights greatly affect results aspects, this study used objective finding importance degree criteria set overcome limitations subjective weighting. The growing popularity online shopping has led an exponential increase number available various e-commerce websites. sheer volume these makes it nearly impossible extract analyze they interested in. This challenge highlights need automated techniques efficiently based relevance importance. Multicriteria address issue ranking. These seek offer methodical strategy assessing contrasting attributes criteria. nature determining each criterion raises serious issues because might lead bias inconsistent outcomes. CRITIC–VIKOR method was adopted process. statistical findings benchmark dataset using NDCG demonstrate superior performance weighting reasonably acquire results. Also, show ranked by could be considered guidelines make wise purchasing decision.