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PEKÁREK, J. SCHÜLLER, D.
Original Title
Importance of Customer Satisfaction Factors in Strategic Marketing: Neural Network Method
Type
conference paper
Language
English
Original Abstract
In strategic marketing the customer satisfaction with products of services plays the significant feedback for companies. They can effectively customize their products and services on the basis of received data from this customers` feedback. A wide portfolio of products with different functionalities is advantageous for customers because they can better choose products or services with such characteristics that maximize their utility. However, companies need to push down the costs of the internal activities and processes and minimize the use of their limited resources. It is necessary for companies to get to know such factors of goods or services which are the most significant for customer satisfaction so that they could be able to dispose effectively with their resources. For this reason the target of this study is to present the new method of determining the significance of individual factors within the measurement of overall customer satisfaction. Neural network is the core of the new method.
Keywords
customer satisfaction, neural network, factor importance
Authors
PEKÁREK, J.; SCHÜLLER, D.
RIV year
2015
Released
11. 11. 2015
Publisher
International Business Information Management Association (IBIMA)
Location
Madrid, Spain
ISBN
978-0-9860419-5-2
Book
Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth
Edition
26
Pages from
1174
Pages to
1182
Pages count
9
BibTex
@inproceedings{BUT118861, author="Jan {Pekárek} and David {Schüller}", title="Importance of Customer Satisfaction Factors in Strategic Marketing: Neural Network Method", booktitle="Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth", year="2015", series="26", pages="1174--1182", publisher="International Business Information Management Association (IBIMA)", address="Madrid, Spain", isbn="978-0-9860419-5-2" }