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 two views which offer the manager important information at a glance.
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Depaire, B., Vanhoof, K., Wets, G. (2010). A Decision Support Tool for Evaluating Loyalty and Word-of-Mouth Using Model-Based Knowledge Discovery. In: García-Pedrajas, N., Herrera, F., Fyfe, C., Benítez, J.M., Ali, M. (eds) Trends in Applied Intelligent Systems. IEA/AIE 2010. Lecture Notes in Computer Science(), vol 6096. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-13022-9_69
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DOI: https://doi.org/10.1007/978-3-642-13022-9_69
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