Tracking changes of e‐customer preferences using multicriteria analysis

Purpose – Internet service providers (ISPs) constitute a highly competitive market, while the unstable market conditions directly affect customer preferences and make ISPs to develop a “mass customization” strategy, individualizing services and approaching every customer in an individual way. However, customization requires an in‐depth analysis of current customer preferences and an evaluation of future behavior. The main objective of the paper is to present a framework for analyzing changes of customer preferences.Design/methodology/approach – The paper presents detailed results of independent customer satisfaction surveys conducted in different time periods in the Greek ISP market. The analyses are based on non‐parametric statistical techniques and the multicriteria satisfaction analysis method, which is a multicriteria preference disaggregation approach.Findings – Results are mainly focused on the evaluation of potential trends of e‐customer preferences. Furthermore, results of a benchmarking analysis ...

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