A Decision Support Tool for Evaluating Loyalty and Word-of-Mouth Using Model-Based Knowledge Discovery

Abstract

It is critical for any manager to keep a close watch on customer satisfaction, customer, loyalty and the customer's intention to recommend the company In this at ERA: a new decision support tool is developed to support, a manager with this task This tool has been developed with companies in mind that posses !united customer satisfaction data It uses model-based knowledge discovery to extract, the customer's expectation and the expectation-performance compatibility om the data Too hypotheses ale formulated which posit, that compatibility between product, performance and customer expectation have a positive influence on the customei's intentions Both hypotheses are supported by the data Finally; a decision support, tool is developed which visualizes the impact, of customer satisfaction; product performance and expectation-performance compatibility on the customer's intentions The decision support tool contains two views which offer the manager important, information at, a glance