APPLYING BAYESIAN NETWORKS IN PRACTICAL CUSTOMER SATISFACTION STUDIES

This chapter presents an application of Bayesian network technology in an empirical customer satisfaction study. The findings of the study should provide insight to the importance of product/service dimensions in terms of the strength of their influence on overall (dis)satisfaction. To this end we apply a sensitivity analysis of the model's probabilistic parameters, which enables us to classify the dimensions with respect to their (non) linear and synergy effects on low and high overall satisfaction judgments. Selected results from a real-world case study are shown to demonstrate the usefulness of the approach.