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جمعه 02 آذر 1403
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A decision support tool for evaluating customer intentions
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
Author(s): .
Source: Expert Systems with Applications 39 (2012) 6903–6910
Subject: بازاریابی
Category: مقاله مجله
Release Date: 2012
No of Pages: 8
Price(Tomans): 0
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