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Title: A decision support tool for evaluating customer intentions using model-based knowledge discovery
Authors: Depaire, B. 
Vanhoof, K. 
Wets, G. 
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:
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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