Meriem Tabiaa et al., International Journal of Advanced Trends in Computer Science and Engineering, 10(1), January – February 2021, 32 – 40 32 ABSTRACT Nowadays, most of the organizations make their mobile applications available through different stores, such as Google Play Store, Apple App Store, and Windows Phone Store. Banks and financial institutions have also provided mobile applications for their customers. These app stores not only allow applications to be downloaded, but they also permit users to leave comments and reviews. In this paper, we will start first by looking at eight Moroccan mobile banking applications in the Google Play Store. Data that hasn’t been exploited by Moroccan banks yet. Once the preprocessing phase is complete, we will examine and analyze user reviews using Latent Dirichlet allocation (LDA) to extract and identify topics. Topics discovered focus mainly on Security, services, quality, and interface. While customer reviews can influence future demand, they can also be used by managers to improve their services and customer experience. Key words:. Latent Dirichlet Allocation, Topic Model, user reviews, e-banking, Consumer feedback. 1. INTRODUCTION E-Banking is turning into a competitive industry where innovation thrives, due to the importance of this sector for the economy, making it an alluring field for researchers. E-Banking is a domain that creates a huge amount of data, where AI applications can be potentially profitable for businesses by increasing the visibility and acknowledgment of research achievements [1] [2]. With the rise in the service economy, the success of service providers now depends on their ability to provide customer-centric services [3]. The importance of perceived service quality and customer experience is widely acknowledged [4]. In fact, an organization does not work to produce, but above all to satisfy the needs of its customers and even to anticipate their expectations. The customer is the reason for the organization's existence and is, therefore, involved in all its processes. The voice of the customer plays a crucial role in companies. Classical methodologies in this field have focused mainly on market surveys and questionnaires to obtain customer preferences. Listening to the customer is only important if the feedback is analyzed and if an effort is made to make corrections. It is important to invite the customer to describe their experience in their own words, but it is also essential to act through customer feedback. In most cases, companies are constantly collecting feedback from consumers through satisfaction surveys, online evaluations, e-mails, as well as in person, to support and improve grievances [5]. Meanwhile, online reviews have proven to be an excellent and reliable channel for not only understanding customer needs for a product or service, but also for analyzing product competitiveness in the marketplace. Previously we have conducted an empirical study on a small sample of the population limited by a geographical area, and we did it through a field survey. The study aimed to acceptance and use of e-banking by Moroccan customers [6]. The results obtained have motivated us to move to another level. Conclusively, we argue that online reviews are more beneficial source of data than traditional survey methods. Through this methodology, it is easier to understand the entirety of the customer’s experience. As is known, while online reviews have a lot of influence on tourist establishments such as restaurants or hotels. They also have an impact on the industry and financial organizations, the online consumer reviews have a particularly important impact on the search of information, the evaluation and the Analyzing the Voice of Customer through online user reviews using LDA: Case of Moroccan mobile banking applications Meriem Tabiaa 1 , Abdellah Madani 2 1 LAROSERI Laboratory, Computer Science Departement, Faculty of Sciences, Chouaib Doukkali University, Morocco, meriemtabiaa@gmail.com 2 LAROSERI Laboratory, Computer Science Departement, Faculty of Sciences, Chouaib Doukkali University, Morocco, madaniabdellah@gmail.com ISSN 2278-3091 Volume 10, No.1, January - February 2021 International Journal of Advanced Trends in Computer Science and Engineering Available Online at http://www.warse.org/IJATCSE/static/pdf/file/ijatcse051012021.pdf https://doi.org/10.30534/ijatcse/2021/051012021