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|Title: ||A decision support tool for evaluating customer intentions using model-based knowledge discovery|
|Authors: ||Depaire, B.|
|Issue Date: ||2012|
|Citation: ||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.|
|ISI #: ||000302032600026|
|Type: ||Journal Contribution|
|Validation: ||ecoom, 2013|
|Appears in Collections: ||Research publications|
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