Analysing customer satisfaction surveys using a fuzzy rule-based decision support system: Enhancing customer relationship management

Customer satisfaction is an important goal for providers of both services and products, and customer surveys are a commonly used instrument for evaluating that satisfaction. A number of analytical tools are available to assist in the analysis of these surveys. However, under a variety of circumstances, each of these tools has limitations that could seriously restrict their value to marketing managers. This paper describes an innovative approach based on the use of fuzzy-rule-based systems and includes an illustration of the use of the methodology to analyse a customer satisfaction survey conducted by the corporate information division of a major US electric utility.

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