Detail publikace

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

PEKÁREK, J. SCHÜLLER, D.

Originální název

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

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

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.

Klíčová slova

customer satisfaction, neural network, factor importance

Autoři

PEKÁREK, J.; SCHÜLLER, D.

Rok RIV

2015

Vydáno

11. 11. 2015

Nakladatel

International Business Information Management Association (IBIMA)

Místo

Madrid, Spain

ISBN

978-0-9860419-5-2

Kniha

Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth

Edice

26

Strany od

1174

Strany do

1182

Strany počet

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"
}