Online consumer activities have increased considerably since the COVID-19 outbreak. For the products and services which have an impact on everyday life, online reviews and recommendations can play a significant role in consumer decision-making processes. Thus, to better serve their customers, online firms are required to build online-centric marketing strategies. Especially, it is essential to define core value of customers based on the online customer reviews and to propose these values to their customers. This study discovers specific perceived values of customers in regard to a certain product and service, using online customer reviews and proposes a customer value proposition methodology which enables online firms to develop more effective marketing strategies. In order to discover customers value, the methodology employs a text-mining technology, which combines a sentiment analysis and topic modeling. By the methodology, customer emotions and value factors can be more clearly defined. It is expected that online firms can better identify value elements of their respective customers, provide appropriate value propositions, and thus gain sustainable competitive advantage.

1. 서 론
2. 이론적 배경
    2.1 고객가치(Customer Value)
    2.2 온라인 상 고객가치
    2.3 온라인 소비자 구매 후기
    2.4 텍스트마이닝
3. 고객가치제안 방법론
4. 적용 사례
    4.1 자료 수집과 준비
    4.2 고객가치 특성 분석
    4.3 고객가치 제안
5. 결 론
    5.1 학술적 시사점
    5.2 실무적 시사점
    5.3 연구의 한계 및 향후 연구 방향
References

• Young-Kyung Han(한양대학교 일반대학원 경영컨설팅학과) | 한영경
• Chul-Min Kim(한양대학교 지식서비스연구소) | 김철민
• Kwang-Ho Park(한양대학교 일반대학원 경영컨설팅학과) | 박광호 Corresponding Author