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http://dx.doi.org/10.5392/JKCA.2011.11.7.345

Improving Customer Satisfaction Management using the Satisfied Customer Reclassification based on Attribute Complex Scores  

Song, Ki-Jeong (상명대학교 일반대학원 경영공학과)
Seo, Kwang-Kyu (상명대학교 경영공학과)
Ahn, Beum-Jun (상명대학교 경영공학과)
Publication Information
The Journal of the Korea Contents Association / v.11, no.7, 2011 , pp. 345-353 More about this Journal
Abstract
This paper is an investigative research to improve customer satisfaction survey for resolving practical problems. It is natural phenomenon that, as the level of customer satisfaction index increases, the ratio of satisfied customers increases too. However, the effectiveness of practical application of customer satisfaction survey for improvement of customer satisfaction decreases due to its structural limitation on its data analysis system. In order to cope with these problems, it is necessary to develop the new method to identify the strategy meanings and find the dissatisfied factors of satisfied customers using the satisfied customers reclassification. This study proposes the satisfied customer reclassification method based on attribute complex scores. The excremental results show that the it was expected to present more improved results than the number-producing oriented one dimensional model. This study is expected to play the role as the groundwork for the revitalization of customer satisfaction survey as well as improving customer satisfaction management.
Keywords
AHP; DEA; The Combined Model; Efficiency;
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