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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/5696

Title: Identifying latently dissatisfied customers and measures for dissatisfaction management
Authors: BLOEMER, Johanna
SWINNEN, Gilbert
Issue Date: 2002
Publisher: MCB UP Ltd
Citation: International journal of bank marketing, 20(1). p. 27-37
Abstract: Customer satisfaction continues to be an important topic in the financial services industry. However, there is an increasing awareness that customer satisfaction as such is not enough. Distinguishes between overall satisfied customers and latently dissatisfied customers; the latter being those customers who, although reporting satisfaction in a survey, have other characteristics (i.e. satisfaction with specific service items and/or socio-demographic characteristics) that resemble dissatisfied customers. The identification of these latently dissatisfied customers may function as an early warning signal. Indeed, their probability to defect is relatively high and can be compared to that of dissatisfied customers. Proposes a data mining technique called “characteristic rules” to identify latently dissatisfied customers of a Belgian bank. Appropriate marketing actions (dissatisfaction management) may help to avoid these customers leaving. Therefore, the objective of this study is to provide scholars and business managers with theoretical, methodological and managerial insights into identifying latently dissatisfied customers.
URI: http://hdl.handle.net/1942/5696
DOI: 10.1108/02652320210415962
ISSN: 0265-2323
Category: A1
Type: Journal Contribution
Validation: vabb, 2010
Appears in Collections: Research publications

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