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Describing Customer Loyalty to Spanish Petrol Stations Through Rule Extraction

  • Alfredo Vellido
  • Terence A. Etchells
  • David L. García
  • Ángela Nebot
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4224)

Abstract

Globalization and deregulation are modifying the competitive framework in the majority of economic sectors and, as a result, many companies are changing their commercial model to focus on the preservation of existing customers. Understanding customer loyalty therefore represents an element of competitive advantage. In this brief paper, we investigate loyalty in the Spanish petrol station market, according to the customer satisfaction and switching barriers constructs. Satisfaction and behavioural intentions are analysed within a classification framework using Bayesian neural networks. The necessary interpretability and actionability of the results is achieved through the use of a feature selection process embedded in the network training and a novel rule extraction method.

Keywords

Artificial Neural Network Artificial Neural Network Model Customer Satisfaction Customer Loyalty Rule Extraction 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer-Verlag Berlin Heidelberg 2006

Authors and Affiliations

  • Alfredo Vellido
    • 1
  • Terence A. Etchells
    • 2
  • David L. García
    • 1
  • Ángela Nebot
    • 1
  1. 1.Department of Computing Languages and SystemsTechnical University of CataloniaBarcelonaSpain
  2. 2.School of Computing and Mathematical SciencesLiverpool John Moores UniversityLiverpoolUK

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