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http://hdl.handle.net/1942/13362
Title: | A decision support tool for evaluating customer intentions using model-based knowledge discovery | Authors: | DEPAIRE, Benoit VANHOOF, Koen WETS, Geert |
Issue Date: | 2012 | Source: | EXPERT SYSTEMS WITH APPLICATIONS, 39 (8), p. 6903-6910 | Abstract: | It is crucial for any manager to keep a close watch on customer satisfaction, customer loyalty and the customer’s intention to recommend the company. In this article, 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 limited customer satisfaction data. It uses model-based knowledge discovery to extract the customer’s expectation and the expectation-performance compatibility from the data. Two hypotheses are formulated which posit that compatibility between product performance and customer expectation have a positive influence on the customer’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 three views which offer the manager important information at a glance. | Keywords: | Decision support tool; Dombi’s uninorm; Expectancy disconfirmation paradigm; Customer expectation; Participatory learning paradigm; Expectation-performance compatibility | Document URI: | http://hdl.handle.net/1942/13362 | ISSN: | 0957-4174 | e-ISSN: | 1873-6793 | DOI: | 10.1016/j.eswa.2012.01.005 | ISI #: | 000302032600026 | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2013 |
Appears in Collections: | Research publications |
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