IDEAS home Printed from https://ideas.repec.org/a/mup/actaun/actaun_2018066020561.html
   My bibliography  Save this article

Customer Satisfaction Measurement - Clustering Approach

Author

Listed:
  • David Schüller

    (Department of Management, Faculty of Business and Management, Brno University of Technology, Kolejní 4, 61200 Brno, Czech Republic)

  • Jan Pekárek

    (Department of Informatics, Faculty of Business and Management, Brno University of Technology, Kolejní 4, 61200 Brno, Czech Republic)

Abstract

The paper deals with the issue of customer satisfaction measurement. The aim of this study is to determine the importance of the individual factors and their impact on total customer satisfaction for multiple segments by using linear regression and hierarchical clustering. This study is focused on the market of café establishment. We applied hierarchical clustering with Ward's criterion to partition customers into segments and then we developed linear regression models for each segment. Linear models for partitioned data showed higher coefficient of determination than the model for the whole market. The results revealed that there are quite significant differences in rankings of customer satisfaction factors among the segments. This is caused by the different preferences of customers. The clustered data allows to achieve a higher homogeneity of data within the segment, which is crucial both for marketing theory and practice. The approach i.e. partitioning the market into smaller more specific segments could become perspective for marketing use in different economic sectors. This attitude can allow marketers to target better on customer segments according to the importance of individual factors.

Suggested Citation

  • David Schüller & Jan Pekárek, 2018. "Customer Satisfaction Measurement - Clustering Approach," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(2), pages 561-569.
    • Handle: RePEc:mup:actaun:actaun_2018066020561
    DOI: 10.11118/actaun201866020561
    as

    Download full text from publisher

    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201866020561.html
    Download Restriction: free of charge
    File URL: http://acta.mendelu.cz/doi/10.11118/actaun201866020561.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.11118/actaun201866020561?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Meinel, Martin & Eismann, Tobias T. & Baccarella, Christian V. & Fixson, Sebastian K. & Voigt, Kai-Ingo, 2020. "Does applying design thinking result in better new product concepts than a traditional innovation approach? An experimental comparison study," European Management Journal, Elsevier, vol. 38(4), pages 661-671.
    2. Li, Yan-Lai & Tang, Jia-Fu & Chin, Kwai-Sang & Jiang, Yu-Shi & Han, Yi & Pu, Yun, 2011. "Estimating the final priority ratings of engineering characteristics in mature-period product improvement by MDBA and AHP," International Journal of Production Economics, Elsevier, vol. 131(2), pages 575-586, June.
    3. Ellen H.M. Moors & Rogier Donders, 2009. "Understanding consumer needs and preferences in new product development: the case of functional food innovations," Innovation Studies Utrecht (ISU) working paper series 09-03, Utrecht University, Department of Innovation Studies, revised Feb 2009.
    4. Jon M. Stein, 2023. "Utilizing Collective Intelligence to Combine Theory of Constraints with Lean Six Sigma," International Journal of Business and Management, Canadian Center of Science and Education, vol. 17(6), pages 1-34, February.
    5. Laura J. Kornish & Karl T. Ulrich, 2011. "Opportunity Spaces in Innovation: Empirical Analysis of Large Samples of Ideas," Management Science, INFORMS, vol. 57(1), pages 107-128, January.
    6. Zuo, Wenming & Bai, Weijing & Zhu, Wenfeng & He, Xinming & Qiu, Xinxin, 2022. "Changes in service quality of sharing accommodation: Evidence from airbnb," Technology in Society, Elsevier, vol. 71(C).
    7. Krohmer, Harley & Homburg, Christian & Workman, John P., 2002. "Should marketing be cross-functional? Conceptual development and international empirical evidence," Journal of Business Research, Elsevier, vol. 55(6), pages 451-465, June.
    8. Veronika Belousova & Nikolay Chichkanov, 2016. "Knowledge-Intensive Business Services in Russia: 2014–2015 Crisis Aftermath," Foresight and STI Governance (Foresight-Russia till No. 3/2015), National Research University Higher School of Economics, vol. 10(4), pages 46-58.
    9. J-B Yang & D-L Xu & X Xie & A K Maddulapalli, 2011. "Multicriteria evidential reasoning decision modelling and analysis—prioritizing voices of customer," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 62(9), pages 1638-1654, September.
    10. Yuncong Li & Fang Wang & Sheng-hua Zhong, 2023. "A More Fine-Grained Aspect–Sentiment–Opinion Triplet Extraction Task," Mathematics, MDPI, vol. 11(14), pages 1-14, July.
    11. Yuk, Hyeyeon & Garrett, Tony C., 2023. "Does customer participation moderate the effects of innovation on cost-based financial performance? An examination of different forms of customer participation," Journal of Business Research, Elsevier, vol. 156(C).
    12. repec:dgr:rugsom:02b13 is not listed on IDEAS
    13. Da Mota de Pina E Cunha, A.M., 1998. "Determinants of Product Innovation in Organizations : Practices and Performance in the Portugese Financial Sector," Other publications TiSEM e6e4e56e-b72a-4392-8d79-f, Tilburg University, School of Economics and Management.
    14. Clemens Scott Kruse & Cristian Lieneck, 2019. "Validating a Competency-Based HIT Curriculum in a BHA and MHA Program Through the Voice of the Customer," SAGE Open, , vol. 9(3), pages 21582440198, July.
    15. von Koskull, Catharina & Fougère, Martin, 2011. "Service development as practice: A rhetorical analysis of customer-related arguments in a service development project," Scandinavian Journal of Management, Elsevier, vol. 27(2), pages 205-220, June.
    16. Guo, Yue & Barnes, Stuart J. & Jia, Qiong, 2017. "Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation," Tourism Management, Elsevier, vol. 59(C), pages 467-483.
    17. Shantanu Dutta & Om Narasimhan & Surendra Rajiv, 1999. "Success in High-Technology Markets: Is Marketing Capability Critical?," Marketing Science, INFORMS, vol. 18(4), pages 547-568.
    18. Olivier Toubia & Duncan I. Simester & John R. Hauser & Ely Dahan, 2003. "Fast Polyhedral Adaptive Conjoint Estimation," Marketing Science, INFORMS, vol. 22(3), pages 273-303.
    19. Schweisfurth, Tim G. & Raasch, Christina, 2015. "Embedded lead users—The benefits of employing users for corporate innovation," Research Policy, Elsevier, vol. 44(1), pages 168-180.
    20. Richard A. Wolfe & Daniel S. Putler, 2002. "How Tight Are the Ties that Bind Stakeholder Groups?," Organization Science, INFORMS, vol. 13(1), pages 64-80, February.
    21. Lin, Ling-Zhong & Yeh, Huery-Ren & Wang, Ming-Chao, 2015. "Integration of Kano’s model into FQFD for Taiwanese Ban-Doh banquet culture," Tourism Management, Elsevier, vol. 46(C), pages 245-262.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mup:actaun:actaun_2018066020561. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://mendelu.cz/en/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.