A data mining approach for segmentation-based importance-performance analysis (SOM–BPNN–IPA): a new framework for developing customer retention strategies

Seyed Hosseini and Alireza Ziaei Bideh ()

Service Business, 2014, vol. 8, issue 2, 295-312

Abstract: Importance-performance analysis (IPA) is a simple but effective means of assisting practitioners in prioritizing service attributes when attempting to enhance service quality and customer satisfaction. The purpose of this study was to demonstrate how IPA can be used with market segmentation to develop customer retention strategies for different market segments. For this purpose, a new framework have been proposed that uses self-organizing maps for customers’ segmentation and back-propagation neural network (BPNN) for implicity drive the importance of service attributes based on their effect on customers’ loyalty in each segment. Then, individual IPA matrixes are developed for each market segment. Also, an example case is presented to demonstrate the implementation and application of the proposed framework. The results of the proposed framework compared with a conventional BPNN-IPA approach indicated that it can increase reliability and applicability of IPA results. Copyright Springer-Verlag Berlin Heidelberg 2014

Keywords: Importance-performance analysis (IPA); Self-organizing maps (SOM); Artificial neural networks; Customers segmentation; Customers loyalty (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://hdl.handle.net/10.1007/s11628-013-0197-7 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:svcbiz:v:8:y:2014:i:2:p:295-312

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11628

DOI: 10.1007/s11628-013-0197-7

Access Statistics for this article

Service Business is currently edited by S.M. Lee and J. Millet Roig

More articles in Service Business from Springer, Pan-Pacific Business Association
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().