INTERNATIONAL JOURNAL ON ADVANCED TECHNOLOGY,

ENGINEERING, AND INFORMATION SYSTEM

(IJATEIS)

SEMANTIC AND NATURAL LANGUAGE PROCESSING

DEVELOPMENT APPLICATIONS FOR CHATBOTS TO
ENHANCE ONLINE STORE CUSTOMER SERVICE
Yosi Afandi1, Maskur2*, Nilawati Fiernaningsih3, Ahmad Fauzi4
1-4
Departement of Business Administration, State Polytechnic of Malang, Malang, Indonesia
E-mail: 1) yosi.afandi@polinema.ac.id, 2) nilafh@polinema.ac.id, 3) fauzi@polinema.ac.id

Abstract
Since customer support is time-limited, chatbot programs can assist potential online store visitors
before they make a purchase. The general public cannot always answer inquiries or respond to
customer requests. Virtual customer support allows potential customers to contact vendors
regarding products they wish to purchase. This technology is very helpful in providing quick and
accurate answers to various customer concerns and issues. The study focuses on the online retail
environment where customer support is crucial for potential buyers before making a purchase.
The Artificial Intelligence Markup Language (AIML) and Semantic Ontology were used by
A.L.I.C.E. (Artificial Internet Linguistic Computer Agency) to develop an AI chatbot application.
There are no online stores that use virtual customer service (chatbots) for customer support, so
Batik Cloth, an application that offers batik textiles for sale in Malang, was chosen as the online
store chatbot application for this study. Creating a chatbot with semantic capabilities involves
using ontologies to process queries with more precise meaning. It achieves 92% accuracy for 15
types of relevant queries and responses, followed by 10 frequently asked questions as answers.
Created by a potential buyer. Virtual customer support systems (chatbots) can respond to queries
with similar terms or meanings by employing ontologies and semantics to deliver answers that fit
the queries.

Keywords: Artificial Intelligence, Customer, Online Shops, Ontology, Semantics

1. INTRODUCTION
Semantics-based chatbots are computer programs that mimic conversations and
exchanges via conversational applications with other users, including humans. These rely
on artificial intelligence, either through the use of the Semantic Web or other means. A
digital assistant is a type of technology that can comprehend and handle questions from
prospective customers of online shops and rapidly deliver pertinent replies. One of the
advanced manifestations of interaction between humans and machines utilizing semantic
ontologies is commonly referred to as semantic-based chatbot applications. An online
store is a digital platform for selling products or services via the internet without having
to physically meet the buyer or supplier. Therefore, it requires customer care that is
always available to assist potential customers.
At the moment, online retailers are able to better serve their potential clients by
using chatbots to obtain information about products that customers purchase and by using
virtual customer care programs to support their needs. This is the modification we are
looking for in our sales model. At online retailers, shoppers keep asking questions about
what they want to buy, including price, model, design, material, size, and product quality.
Online shops must offer customer service enabled by the Semantic Web in order to
assist customers in finding information about the products they wish to buy and make it

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easier for potential customers. To serve all of the online business's leads in a way where
the chatbot application's responses are pertinent to the leads' questions, a business needs
a semantics-based virtual customer support application. This question will be evaluated
using the semantic web's ontology technology first to determine whether its intent has a
broad meaning in order to create replies that are pertinent to the query. As a result, in
order to better serve their clients, online retailers want a virtual customer support team
that can answer their questions via a semantic web.
A Semantic Web-based customer assistance prototype for a virtual customer care
application was developed in this project. This technology can respond to inquiries by
retrieving data from the A.L.I.C.E. Offers database. Understanding chatbot applications
with semantic web capabilities that use ontologies will allow these applications to
interpret potential customer questions in an online store and provide better answers. A
chatbot that can understand requests from potential customers in both text and voice.
Based on the solutions stored in the database, discussions are generated between virtual
customer services and potential customers with semantics and ontology. If the database
does not provide an answer, search for additional information from pre-configured
websites and add it to the chatbot's database.
In a previous study titled “Using chatbots on online store websites as virtual
customer service to improve sales” (Afandi et al., 2023) researchers used an ontology to
understand the meaning of questions from potential customers. We tried to complicate
the search process by understanding and generate more relevant questions & answer. In
previous research, searches were based solely on keywords provided by potential
customers. If the keyword is not in the database, no results will be returned. Researchers
use ontologies to create chatbots that search the Semantic Web for answers that match
user queries that do not match queries in the database. If no match is found, the chatbot
searches the specific girlfriend website for the answer.
Ontology is a means of defining knowledge in the information domain that aids
potential customers in quickly locating answers from pertinent sources. This is done
through the use of artificial intelligence-powered chatbots and the integration of
ontology-based semantic web. When the accuracy generated by questions that are
comparable to and overlap with chatbot responses was studied, 92% accuracy was
achieved in this study. The management of an online Malang batik store can benefit from
this research by offering services to potential customers in an effort to boost public
confidence (Dinata et al., n.d.).
A computer program that is based on artificial intelligence and has a feedback
ontology is called a chatbot. Chatbots serve as virtual customer support when seamlessly
integrated into an online store, facilitating assistance for prospective buyers in the process
of selecting the optimal item. The use of chatbots in online store services is necessary for
the development of information technology, because many potential customers learn
about the desired product before making a purchase (Izza et al., 2022).
Chatterbot, also known as Alicebot or Alice, is an artificial intelligence natural
language processing application that chats with people over the Internet by analyzing their
requests using a series of algorithms. pattern matching math (Ramadhani et al., 2019).
Artificial Intelligence Markup Language is a language that uses artificial
intelligence to distinguish between questions and replies that are pertinent. Artificial

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intelligence-enhanced chatbots employ the language known as AIML in order to react to

questions and identify similar responses (Ali & Arvindhan, 2020; Maskur et al., 2022).
Search engines employ computer programs called web crawlers, commonly
referred to as web spiders, to index web pages and the content of various websites. When
a question cannot be answered by exploring a preset page and adding the information to
the chatbot database, a web crawler is utilized. With the addition of new information,
search engine answer results become more pertinent. The ideal way to browse webpages
and find relevant information to later save in a knowledge database is with this web
crawler methodology (Pramartha et al., 2023).
A traditional Malang batik shop is an online store where goods are offered, either
directly or through online retailers. Online shops who utilize chatbots for virtual customer
service can provide support to potential clients (Khder, 2021).
Artificial intelligence (AI)-enhanced chatbots are used to rapidly and accurately
create content that is relevant to questions from potential customers. Chatbot programs
are crucial for responding to numerous inquiries from potential customers and serving
any customers who require information. Hence, this research proposes the use of chatbot
programs to assist potential online store visitors. These chatbots are designed to provide
quick and accurate answers to customer concerns and issues

2. LITERATURE REVIEW
2.1. Chatterbot
A chatterbot, sometimes referred to as a chatbot or bot, is a piece of computer
software created to improve textual and spoken communication among several
individuals. This computer program (bots) is first put through the Turing Test, which
entails examining its identification as a machine in order to determine who is trustworthy
and who is not. Artificial intelligence (AI) is the term used to describe chatterbots that
users are unable to identify as computer programs.
The Turing Test was first presented as a means of assessing intelligence in Alan
Turing's well-known article "Computing Machinery and Intelligence" that was published
in 1950. In a written real-time dialogue with human judges, these requirements rely on a
computer program's ability to mimic human behavior. More specifically, they ask if the
program is realistic enough that participants are unable to distinguish between a real
computer program and a real person based only on the exchange's content.
This test is linked to Turing's interest in ELIZA. ELIZA was the first chatbot created
in 1996 by Dr. Joseph Weizenbaum of the Massachusetts Institute of Technology, with
the intention of resembling a Rogerian psychologist. A program published by Joseph
Weizenbaum in 1966, which can trick users into believing they're talking to humans. By
developing the knowledge base, the chatbots that the researchers create want to resemble
human abilities that can be replicated by machines, so that when users engage in
conversations with a chatbot or a machine that they create, researchers can behave as
intelligently as humans, even if conversations are not as intelligent as human
thinking.(Sari & Sarosa, 2018).

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2.2. A.L.I.C.E
A.L.I.C.E. (Artificial Linguistic Internet Computer Entity) is one of the chatbot
apps being created these days. Originally developed in 1995, the A.L.I.C.E. was inspired
by Dr. Richard S. Wallace. Originally written in SETL, A.L.I.C.E. was rewritten in Java
(sometimes referred to as Program B) in 1998. Then, Program B was made available in
1999. In the creation of free software, Program B is the triangle made up of A, L, I, C,
and E. In 2000, Program B was awarded the Loebner Prize.
Jacco Bikker created Program C, an AIML implementation of C/C++, in 2000.
Program B Java Edition has been operating on multiple platforms prior to utilizing Java
2 technology. However, it has not yet incorporated new Java features like swing and
collection. Using Java 2 technology, Jon Baer rebuilt Program B and added a few new
features. The Shakespeare creator Elizabeth Perreau then wrote a new AIML interpreter
named after the D Program. Elizabeth named the program with the O Program based on
PHP and MySql in order to uphold the custom of referring to the interpreter by the names
of Program B, Program C, Program D, and so on (Karimeni Peedikayil Tharammal et al.,
2022).

2.3. AIML (Artificial Intelligence Markup Language)

An AIML object is a data object defined using Artificial Intelligence Markup
Language (AIMl). AIMl also represents the surroundings of the computer software that
examines the AIMl. Parsed and unparsed data are included in topics and categories, which
are the building blocks of AIML objects. Characters, character data, and AIM L elements
make up the parsed data. The knowledge about stimulus responses contained in the
document is represented by AIMl elements. An interpreter can provide translation of
character data between these parts. To give the response more time to process the AIML
(in this case the chatterbot), they are sometimes left untranslated.(Ramadhani et al., 2019)

2.4. Knowledge Base

The Knowledge Base is a representation of an expert, which can then be inserted
into a programming language specific to artificial intelligence. The knowledge base
contains expert knowledge such as facts, concepts, rules, procedures and relationships
between them, which have been presented in an understandable form, formulating, and
solving the problems faced by a system, the more knowledge a knowledge base possesses,
then the system will be closer to being "intelligent" (Sari & Sarosa, 2018).

2.5. Program O
Elizabeth Perreau is a Shakespeare craftsman, has written an interpreter for AIML.
In order to maintain the tradition of naming the interpreter by the alphabet name (Program
B, Program C, Program D, etc.), Elizabeth named her program by Program O (the letter
O read "Oh"). Like the program that is no longer in use, Program O is based on PHP and
MySql. Program O was introduced on March 1, 2009. Another development is allowed
to help Elizabeth try programs to find errors and talk to bots on her website (Maskur et
al., 2022).

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2.6. Ontology
The philosophical word "ontology," which denotes something that genuinely exists
and how to define it, is where the word "ontology" actually originates. Ontologists are
employed in the computer industry to define a conception. Stated differently, ontology is
defined as a representation of a certain area of knowledge that includes terms from that
domain as well as the connections between terms that already exist.
The semantic web, or web technology intended to comprehend the meaning of a
word or sentence provided by the user, is primarily supported by ontologies utilized today.
It may seem hard to make computers understand like people, yet this goal is being pursued
by offering a set of tools that enable machines or computers to analyze information and
comprehend the information that the user wants (Nguyen et al., 2021).

Figure 1. Structure Ontology

3. RESEARCH METHODS
To help prospective customers learn more about the goods available at the
traditional malang batik online shop, an online business offers a virtual customer support
application (chatbot) outfitted with an ontology-based semantic web. The availability of
chatbot features allows customers to communicate with sellers about their desired
products at any time and from any location. This will make potential customers happier
with the product of their choosing.

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Figure 2. An ontology-based flowchart for a chatbot application for virtual client

support

3.1. Data Training

3.1.1. Database
Different types of inquiries commonly received from potential customers of
a typical batik online business in Malang were used as training data for this
study. Research factors include the name, category, price, material, and
quality of traditional Malang batik products that are sold online. The gathered
question records are stored in the chatbot database, which also updates them
with relevant responses.
3.1.2. Information Source
The websites that have a track record of answering searches are the sources
of the dataset used in this study. There are many possible consumers, but the
necessary requirements are: batik cloth, traditional Malang batik, batik shape,
etc. offered in an online store. This is a result of the lack of a chatbot, or online
customer service representative (Susilo, 2018).

3.2. Test Data

For the purpose of conducting research and building knowledge databases for
applications that offer virtual customer support, data collecting is currently being done.
AIML text problems require carrying out processes including breaking down sentences
into smaller pieces that can be processed, resolving word puzzles, enhancing meaning,
fixing grammar and spelling errors, and other basic knowledge tasks.

3.3. The process of modifying questions and responses

Continuing the previous process is the step of drafting related questions and
answers. Before proceeding with the process of extending semantic meaning using the
ontology, appropriate or relevant queries and answers are first selected from the database.

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3.4. Stages in the ALICE database for chatbots

Incorporating information from questions and responses into a chatbot program.
Before starting the meaning expansion procedure, the next step is modified to ensure that
it can be transformed into a knowledge database that complies with the AIML standard
and that the responses are pertinent to the questions posed using the ontology.

3.5. Questions From Users

The chatbot is currently being tested as a fictitious customer support agent, taking
inquiries from users—most notably prospective online store customers—and processing
them in a number of ways. After the questions are examined, words with a wider meaning
are added to the responses that are already in the database.

3.6. Responses from Online Customer Service

Following responses to questions derived from input variations submitted by
chatbot users and a database of fresh data acquired from the chatbot's learning model
process through various kinds of inquiries sent by prior users, the ontology is Semantic
expansion is performed utilizing in order to obtain the optimal result.

3.7. Semantic Search (Ontology)

In ontology, searches are performed taking into account various factors, such as
intent, contexts of similar meaning, word variations, synonyms, and general and specific
queries. more possible.

3.8. Extension of meaning to deepen understanding of chatbot

When an inquiry is submitted and no relevant response is received, the ALICE
database will perform an automatic search for data, launch a crawler on the chosen
website, add new information, and use an ontology to expand meaning [12].

4. RESULTS AND DISCUSSION

Results of a study conducted using a virtual customer care chatbot in an online store
selling traditional batik as a platform for system development as a communication
medium. The first step in the research process was to implement, discuss, and test the
chatbot and measure its success. The phases of system development are:

4.1. ALICE Database Structure

A chatbot's database for information gathering is part of its structure. There is a
predetermined list of questions and answers in this database. The arrangement of the
chatbot tool is as follows:

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Figure 3. ALICE Database Structure

The predetermined questions and responses are kept in the chatbot application's
database structure. Chatbots that are designed to respond to inquiries from potential
customers of online stores are built on this database.

4.2. Specify Keyword Patterns

Identify keyword patterns used using the AIML (Artificial Intelligence Markup
Language) standard ALICE database on the chatbot application. To get relevant answers
for chatbot adoption, use the Learn the keywords used process.

Table 1. Keyword determination patterns in AIML

No Pattern Template Recommendation
1 batik malang <srai> batik gantring malang </srai> batik gantring
2 * batik malang <srai>batik druju </srai> batik druju
3 batik malang * <srai> batik celaket </srai> batik celaket
4 * batik malang <srai> batik malangan </srai> batik malangan
*
5 * batik malang <srai> batik singosari </srai> batik singosari
*
6 motif batik <srai> bunga teratai </srai> bunga teratai
7 * motif batik <srai> tugu malang </srai> tugu malang
8 motif batik * <srai> rumbai singa </srai> rumbai singa
9 * motif batik * <srai> sulur sulur </srai> sulur sulur
10 * motif batik * <srai> mahkota </srai> mahkota

4.3. SPARQL Query Process

Ontology searches are performed using the query SPARQL. The data that will be
searched will be constrained by the SPARQL architecture in order to avoid the search
from becoming too broad and to produce relevant data. The following describes the
SPARQL design that was used for the search process.

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Figure 4. SPARQL Query Process

4.4. Deploy application interface design to serve virtual customers

Potential clients of the online store can communicate with each other using a
chatbot software that is accessible through the virtual customer care application interface.
A virtual customer service interface allows customers of online stores to ask questions
and receive tailored answers. demonstration of ontology-enabled chatbot applications.

Figure 5. Virtual Customer Service Interface Design

4.5. The practice of scanning websites for new information

The process of looking through website data to obtain information that can be used
to update virtual customer service systems is known as web crawling. Use cURL to crawl
the given webpage.

Figure 6. CURL Process

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Subsequently, proceed to navigate through the page or website where the incorporation
of new information is intended. A Simple HTML DOM library is required in order to read
and extract data from websites and traverse through them. The following is the program
used to process data from web scanning.

Figure 7. Programs to Browse Web Sites

Figure 8. Web-based Artificial Intelligence-Based Chatbot Application

4.6. Scenario Test

To collect accurate test result data, a test case is a sequence of testing steps from
start to finish.

Figure 9. Chatbot testing scenario

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4.7. Validation Testing

A validation method is needed to compare the results of the answers provided by
the virtual customer service application with the user's answers to typical Malang Batik
questions.
1. The conversation in the traditional Malang batik character is between users'
questions and the replies provided by a virtual customer support program.
2. Response results from virtual customer care application responses

Table 2. Expert Validation Testing

Evaluate
No. Keyword Expected Response
Results
• Motif Bunga Teratai
• Motif Tugu Malang
1 Motif batik malang • Motif Rumbai Singa Corresponding
• Motif Sulur-sulur
• Motif Mahkota
• Motif Hias Tumbuh-tumbuhan/Flora
• Motif Hias Manusia
• Motif Binatang/Fauna
2 Motif Batik malangan • Motif Benda Alam Corresponding
• (Motif sapu ular)
• Motif Sosial (Motif Kembang Api)
• Merah
• Jingga
• Kuning-jingga
• Kuning
• Kuning-hijau
• Hijau
• Hijau-biru
Warna apa saja yang • Biru
4 Corresponding
digunakan • Biru-ungu
• Ungu
• Merah-ungu
• Coklat
• Abu-abu
• Putih
• Hitam
• Batik Singosasi
Apa saja karakter batik • Batik Celaket
5 Corresponding
malang
• Batik Druju
• Motif Tertunda
• Motif Parijoto
• Motif Padma
Apa saja motif batik • Motif Renggo
6 Corresponding
singosari • Motif Candi Singosari
• Motif Langsep
• Motif Kendedes
• Motif rambut singa
Apa saja motif batik
7 • Motif tugu yang melambangkan Corresponding
celaket
semangat perjuangan.

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• Motif batik Celaket didominasi motif

flora berwarna ceria sebagai simbol
Malang kota bunga.
• Motif bunga bambu
• Mawar pupus
• Motif garis
Apa saja motif batik • Anggur
8 • Motif kerrang Corresponding
Druju
• Motif bola-bola
• Motif pulau sempu
• lainnya
• Mencanting
• Menyolet
Bagaimana proses • Nembok
9 • Pewarnaan Corresponding
produksi batik malang
• Pencelupan
• Pelorodan
• Baju Wanita
Apa saja model batik • Baju Pria
10 • Baju anak - anak Corresponding
malang

According to test results, web-semantic chatbot systems perform well since the
responses are pertinent to the queries. The query and the entered keywords might not
match, thus it's still possible that the virtual customer service application database doesn't
have the right answer.

4.8. Precision Testing

Precision testing is used to assess whether a virtual customer support application is
appropriate or accurate based on responses to pertinent queries. testing with 15 different
keyword iterations utilizing the developed ontology.

Table 3. Precision testing on chatbots

Relevant results
No Keyword Total results obtained Precision (%)
obtained
1 Baju Batik 89 89 100
2 Motif Batik 28 30 93
3 Warna Batik 12 12 100
4 Ukuran Batik 16 18 88
5 Model Batik 16 19 84
6 Motif Singosari 6 6 100
7 Motif Celaket 27 27 100
8 Motif Druju 3 3 100
9 Karakter Batik 22 22 100
10 Proses Produkti 23 24 95
11 Batik Modek 17 18 94
12 Janis Batik 6 6 100
13 Ukuran Batik 22 24 92
14 Variasi Batik 21 21 100
15 Bahan Batik 9 11 82
Average 95

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The studies in Table 3 demonstrate that in the web-based semantic virtual customer
care application, a typical online store offering Malang batik uses an ontology. A good
answer is one that is close to a perfect score or matches the answer provided, based on
the question asked. The test has a precision rating of 92% on average and uses 15 different
keyword categories.

5. CONCLUSION
Ontologies are used by web-based semantic chatbot programs to locate solutions to
virtual customer care applications based on user inquiries. If the requested query cannot
be answered, the chatbot program will search the website for information and add new
information. The chatbot program generates different types of queries regarding the
products sold in the regular Malang Batik online store. Its average accuracy score was
found to be 92% for his 15 different keywords investigated, which is enough to get correct
answers for 10 queries. Virtual customer service (chatbots) equipped with ontology are
expected to respond appropriately to potential customers in online businesses.
To improve web-based semantic chatbot programs, it is important to identify areas
for innovation and enhancement. One way to do this is by increasing the chatbot's
accuracy beyond the current 92% average. Exploring advanced techniques and
technologies can also help us better understand user inquiries and improve virtual
customer care applications. Collaborating with emerging technologies like artificial
intelligence, machine learning, and natural language processing can further advance the
field. By combining efforts, we can create more sophisticated and responsive virtual
customer service experiences. This collaborative approach expands the scope of research
and lays the foundation for a comprehensive framework that can redefine online customer
interactions.

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Ali, A., & Arvindhan, M. (2020). Conversational Chatbot with AIML. Journal of Xidian
University, 14(5). https://doi.org/10.37896/jxu14.5/448
Dinata, F., Mawardi, V. C., & Hendryli, J. (n.d.). Pembuatan Website Online Store
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Izza, M. A., Jazuli, A., & Nurkamid, M. (2022). Implementasi Teknologi Semantik Web
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