Hybrid cluster analysis of customer segmentation of sea transportation users

Bambang Eka Cahyana, Umar Nimran, Hamidah Nayati Utami and Mohammad Iqbal

Journal of Economics, Finance and Administrative Science, 2020, vol. 25, issue 50, 321-337

Abstract: Purpose - The purpose of this study is to apply hybrid cluster analysis in classifying PT Pelindo I customers based on the level of customer satisfaction with passenger services of PT Pelindo I. Design/methodology/approach - Hybrid cluster analysis is a combination of hierarchical and non-hierarchical cluster analysis. This hybrid cluster analysis appears to optimize the advantages of hierarchical and non-hierarchical methods simultaneously to obtain optimal grouping. Hybrid cluster analysis itself has high flexibility because it can combine all hierarchical and non-hierarchical methods without any limits in the order of analysis used. Findings - The results showed that 72% of PT Pelindo I customers felt PT Pelindo I service was special, while the remaining 28% felt PT Pelindo I service was good. Originality/value - In total, 117 customers of PT Pelindo I were involved in a study using the non-probability sampling method.

Keywords: Hybrid cluster analysis; PT pelindo I; Customer satisfaction; Customer segmentation; Sea transportation users (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jefasp:jefas-07-2019-0126

DOI: 10.1108/JEFAS-07-2019-0126

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