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| Author: | Gronholdt, L. Martensen, A. |
| Title: | Analysing customer satisfaction data: a comparison of regression and artificial neural network |
| Journal: | International Journal of Market Research
2005 : VOL. 47:2, p. 121-130 |
| Index terms: | Consumer satisfaction Loyalty Neural networks Regression analysis |
| Language: | eng |
| Abstract: | The article demonstrates the usefulness of artificial neural networks (ANN) in customer satisfaction analysis and compares ANN and regression. Based on the results the authors suggest that the application of ANN in customer satisfaction analysis is useful in identifying existing patterns in the data and synergies between the satisfaction factors. The advantages of ANN are highlighted and the managerial implications are discussed in the end. |
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