Abstract
Questionnaires are a common tool to gain insight to customer satisfaction. The data available from such questionnaires is an important source of information for a company to judge and improve its performance in order to achieve maximum customer satisfaction. Here, we are interested in finding out, how much individual customer segments are similar or differ w.r.t. to their satisfaction profiles. We propose a hybrid approach using measures for the similarity of satisfaction profiles based on principles from statistics in combination with visualization techniques. The applicability and benefit of our approach is demonstrated on the basis of real-world customer data.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Borg, I., Groenen, P.: Modern multidimensional scaling: Theory and applications. Springer, Berlin (1997)
Cover, T., Thomas, J.: Elements of information theory. Wiley, New York (1991)
von Hagen, F., Baaken, T., Holscher, V., Plewa, C.: International research customer satisfaction surveys (Germany and Australia) and research provider surveys (Germany and Europe). Int. Journ. of Technology Intelligence and Planning 2, 210–224 (2006)
Hwang, H.-G., Chen, R.-F., Lee, J.M.: satisfaction with internet banking: an exploratory study. Int. Journ. of Electronic Finance 1, 321–335 (2007)
Lehmann, E.L.: Nonparametrics: Statistical methods based on ranks. Springer, Berlin (2006)
Lowe, D., Tipping, M.E.: Feed-forward neural networks topographic mapping for exploratory data analysis. Neural Computing and Applications 4, 83–95 (1996)
Mann, H.B., Whitney, D.R.: On a test of whether one of two random variables is stochastically larger than the other. Annals of Mathematical Statistics 18, 50–60 (1947)
Nauck, D.D., Ruta, D., Spott, M., Azvine, B.: A Tool for Intelligent Customer Analytics. In: Proceedings of the IEEE International Conference on Intelligent Systems, pp. 518–521. IEEE Press, London (2006)
Rehm, F., Klawonn, F., Kruse, R.: MDS polar : A new Approach for Dimension Reduction to Visualize High Dimensional Data. In: Famili, A.F., Kok, J.N., Peña, J.M., Siebes, A., Feelders, A. (eds.) IDA 2005. LNCS, vol. 3646, pp. 316–327. Springer, Heidelberg (2005)
Rehm, F., Klawonn, F., Kruse, R.: POLARMAP – Efficient visualisation of high dimensional data. In: Banissi, E., Burkhard, R.A., Ursyn, A., Zhang, J.J., Bannatyne, M., Maple, C., Cowell, A.J., Tian, G.Y., Hou, M. (eds.) Information visualization, pp. 731–740. IEEE, London (2006)
Wilcoxon, F.: Individual comparisons by ranking methods. Biometrics Bulletin 1, 80–83 (1945)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2009 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Klawonn, F., Nauck, D.D., Tschumitschew, K. (2009). Measuring and Visualising Similarity of Customer Satisfaction Profiles for Different Customer Segments. In: Corchado, E., Wu, X., Oja, E., Herrero, Á., Baruque, B. (eds) Hybrid Artificial Intelligence Systems. HAIS 2009. Lecture Notes in Computer Science(), vol 5572. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-02319-4_8
Download citation
DOI: https://doi.org/10.1007/978-3-642-02319-4_8
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-02318-7
Online ISBN: 978-3-642-02319-4
eBook Packages: Computer ScienceComputer Science (R0)