Combinación del análisis del sentimiento y del contenido para explicar emociones discretas a partir de reseñas online de clientes de gimnasios
DOI:
https://doi.org/10.47197/retos.v78.118658Palabras clave:
Aprendizaje automático , emociones, fitness, reseñas online, valoraciones con estrellasResumen
Introducción: Las emociones generadas por los servicios influyen en la satisfacción y la experiencia del cliente. Las reseñas online permiten identificar estos patrones emocionales mediante técnicas de análisis de texto.
Objetivo: Examinar cómo la relevancia temática y el sentimiento presentes en opiniones digitales predicen emociones discretas de usuarios de gimnasios, proponiendo un enfoque basado en “temas polarizados”.
Metodología: Se recopilaron 3.250 reseñas de 38 gimnasios españoles. El estudio aplicó un método mixto que combinó modelado temático mediante LDA, análisis de sentimiento con TextBlob y algoritmos de aprendizaje automático (XGBoost), integrados con técnicas de explicabilidad SHAP. La interacción entre temas y polaridad del sentimiento se empleó para predecir diez emociones discretas, como alegría, ira, tristeza o confianza.
Resultados: La amabilidad del personal, la relación calidad‑precio y la higiene emergieron como temas especialmente predictivos. Las valoraciones positivas relacionadas con el personal incrementaron emociones como alegría y confianza, mientras que comentarios sobre bajas por COVID se asociaron con mayores niveles de ira y tristeza. El enfoque de “temas polarizados” generó una clasificación emocional sólida, alcanzando puntuaciones F1 superiores a 0,84 en la mayoría de las emociones.
Discusión: Los hallazgos muestran que la combinación de modelado temático, sentimiento y técnicas explicables permite identificar con precisión qué aspectos del servicio desencadenan emociones concretas, proporcionando un marco interpretativo útil para gestores del sector fitness.
Conclusiones: El método propuesto constituye una aproximación escalable y transparente para predecir emociones discretas en reseñas. Su aplicación puede mejorar el diseño del servicio y la alineación emocional en organizaciones orientadas al bienestar.
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