Analyzing relative importance of service quality components from enterprise CRM data

Abstract

Rapid growth of the services industry over the past few years has led to increased number of research efforts in the area of service quality improvement. However, analyzing service quality and determining the factors influencing consumer's perception of service quality is a challenging problem. Our work explores a data driven approach to analyze the comparative in uence of the two primary aspects 'experience' and 'outcome', on service quality. With our novel approach, we analyze a large number of customer satisfaction feedback records using text analytics techniques. We apply simple statistical and machine learning techniques to study the dynamics between occurrence frequencies of keywords related to both experience and outcome in user comments and the corresponding customer satisfaction scores. Based on our analysis we observe that in the context of customer support centers, service experience has stronger influence on perceived customer satisfaction and service quality. © 2011 IEEE.