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Top2. Research Background
The customer satisfaction evaluation through customer data has been an extended field of research for industrial companies. The concept of customer loyalty has been intensively studied in (Alan & Basu, 1994; Olever, 1999), as well as the customers’ general behavior (Olever, 1997). From those concepts, the idea of a unique Net Promoter Score (NPS) emerged (Reichheld, 2003), which is a one-question survey focusing on how likely a customer would recommend the service to other people. From a more general perspective, how to carry out a survey process has been summarized. A review is available in (Fowler, 2013), describing how to conduct a survey, to design questions and to sample users.
Common techniques to analyze survey data is presented in (Rossi, Wright & Anderson, 2013). In the telecom industries, analysis of survey data became a key research subject to provide better services for customers. In (Qian, 2011; Rossi, Wright & Anderson, 2013; Zhang, 2014), links between surveys and external indicators have been studied. Also, (Yu, 2014) brings an analysis on network quality satisfaction through a survey, determining which main factors influence the network quality.
As for complaints analysis, an overview of available information from those data can be seen in (Goodman & Newman, 2003). This article points out the root cause of a complaint generally cannot be directly deduced. Prediction tasks have also been performed using complaints data, including big data techniques (Chen, 2007; Chen, 2014; Hadden & al., 2006; Wang, Wang, Zang & al., 2012).