Abstract
In this chapter, we carry out the modelling of dissatisfaction and satisfaction through the five steps of customer screening, data reduction, principal component analysis, data envelopment analysis, achieving potential improvement and providing recommendations in order to address the issues at the Fremantle port. We also re-validate our hypotheses for the major variables using a complete methodology. This process will help us to group our customers into clusters and we map the issues and the impact factors to these clusters. This in turn helps us to identify and prioritise the significant issues that should be addressed first in order to improve customer satisfaction within the shortest time with maximum results. This concept can be proven by the processes of analytical hierarchy and sensitivity analysis which provide mapping between customer type and satisfaction level.
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Faed, A. (2013). Improving Customer Satisfaction Through Customer Type Mapping and I-CRM Strategies. In: An Intelligent Customer Complaint Management System with Application to the Transport and Logistics Industry. Springer Theses. Springer, Heidelberg. https://doi.org/10.1007/978-3-319-00324-5_7
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DOI: https://doi.org/10.1007/978-3-319-00324-5_7
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