PUBLICACIONES

Fuzzy key performance indicators related to the customer experience management

ISI: Fuzzy key performance indicators related to the customer experience management

CAROLINA NICOLAS A., A. URRUTIA., LESLIER VALENZUELA F., L. GIL LAFUENTE.

2017 - Forthcoming - Kybernetes

Abstract

The methodologies used to measure key performance indicators are in a constant questioning, also quantitative data has using priority. Therefore, this research aims to generate fuzzy key performance to manage interactive customer experience. Whereas include companies measure their performance with fuzzy information, and improve the delivery information for making business decisions. First a model is proposed to manage customer interactive experience, based on the proposal of Schmitt (2003), measured with conventional indicators, using to a structural equation model analysis. Subsequently, to propose fuzzy key performance indicators, based on fuzzy subsets, model of Mamdani inference methodologies. The empirical study is applied to 960 customers of a low cost airline company in the Spanish air industry. The software used were AMOS, Matlab and KNIME. The approach proposed in this study can be a reference to linguistic analyzes based on information posted on any social media, either, Twitter, Facebook, blog, among others.   It is the first time empirically studied fuzzy indicators to manage interactive customer experience, marketing area. Whereas the data analyzed are based on the information delivered to a customer company in their natural language.

Keywords

Fuzzy Key Performance Indicator, Customer Experience, Text Mining, Fuzzy Set, Mamdani model.

¿Quieres seguir leyendo? [Accede a la publicación completa]

MKTG BEST premia la trayectoria del profesor Pedro Hidalgo

El académico de la Universidad de Chile ha desempeñado importantes funciones en la Facultad de Economía y Negocios, donde ha contribuido a la formación de varias generac...

Marketing Estrategia Clave para agregar valor a tu negocio

Marketing Estrategia Clave para agregar valor a tu negocio 0 shares Marketing Estrategia Clave para agregar valor a tu negocio EDUCACION 2 semanas atrás Equipo de Prensa OBSE...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.