A decision support tool for evaluating customer intentions

Authors:
B. Depaire;K. Vanhoof;G. Wets
Affiliations:
Faculty of Business Economics, Hasselt University, 3590 Diepenbeek, Belgium and Research Foundation Flanders (FWO), Egmontstraat 5, 1000 Brussels, Belgium;Faculty of Business Economics, Hasselt University, 3590 Diepenbeek, Belgium;Faculty of Business Economics, Hasselt University, 3590 Diepenbeek, Belgium
Venue:
Expert Systems with Applications: An International Journal
Year:
2012

Citing 3
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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.