A model to obtain a SERVPERF scale evaluation of the CRM customer complaints: an application to the 4G telecommunications sector
| Autor: | Ramón Alberto Carrasco, María Francisca Blasco, Jesús García-Madariaga, Ana Pedreño-Santos, Enrique Herrera-Viedma |
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| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Technological and Economic Development of Economy, Vol 24, Iss 4 (2018) |
| Druh dokumentu: | article |
| ISSN: | 2029-4913 2029-4921 |
| DOI: | 10.3846/tede.2018.5080 |
| Popis: | The relationship between customer churn and their complaints is sufficiently contrasted in the telecom sector. Therefore, a key part of a company’s strategy is the measurement of this dissatisfaction. It is important to conduct periodic surveys on complaints in a standard form like the SERVPERF scale because it enables the organization to benchmark. Many of these complaints are stored in the company’s CRM. Our first aim is to define a model to transform CRM customer complaints, expressed in natural language, into SERVPERF scales. In the proposed model, we use the 2-tuple model, which allows computing this linguistic data without losing information. Our second purpose is to implement a prototype to apply the model in a 4G Company. As a practical conclusion, most complaints in this emerging technology (which still has some deficiencies) are related to technical aspects of the services rather than to staff. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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