Insight nr. Ⅰ
The most mentioned topic is “customer service” with an occurrence of 28%. The average grade is 1,86 / 5, with sentiment decreasing from 2016 to 2018 and an increase since then. Occurrence has never gone below 20%, the closest being just above in 2017.
Insight nr. Ⅱ
The lowest rated topic is “refunds”, with an average grade of 1,23 / 5 and an occurrence of 5%. Sentiment peaked in 2019 at about 50% negative. In 2020 sentiment reached 100% negative.
Insight nr. Ⅲ
The second most mentioned topic is “waiting times”, with an occurrence of 24%. The average grade is 1,61, and sentiment shows no signs of a significant increase on the way. It peaked in 2017.
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Conclusion and suggestions
Most customers talk about customer service and waiting times. We can see a downward trend for the customer service which should be addressed since it’s discussed in as many as 28% of the reviews. Waiting times are mainly due to lines in the supermarkets. Shorter lines could potentially increase customer satisfaction. Customers also tell stories about refunds being refused. A more generous or clearer refund policy could benefit both Morrisons and their customers.
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The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on TrustPilot.
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