Publication detail

Importance of Customer Satisfaction Factors in Strategic Marketing: Neural Network Method

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"
}