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The Expert System Designed To Improve Customer Satisfaction

Author(s): P.Isakki alias Devi | S.P.Rajagopalan

Journal: Advanced Computing : an International Journal
ISSN 2229-726X

Volume: 2;
Issue: 6;
Start page: 69;
Date: 2011;
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Keywords: Expert system | Artificial Neural Networks | Customer Relationship Management | Back propagation | Customer satisfaction | Correlation Coefficient | Decision support | Data Mining.

Customer Relationship Management becomes a leading business strategy in highly competitive businessenvironment. It aims to enhance the performance of the businesses by improving the customer satisfactionand loyalty. The objective of this paper is to improve customer satisfaction on product’s colors anddesign with the help of the expert system developed by using Artificial Neural Networks. The expertsystem’s role is to capture the knowledge of the experts and the data from the customer requirements, andthen, process the collected data and form the appropriate rules for choosing product’s colors and design.In order to identify the hidden pattern of the customer’s needs, the Artificial Neural Networks techniquehas been applied to classify the colors and design based upon a list of selected information. Moreover,the expert system has the capability to make decisions in ranking the scores of the colors and designpresented in the selection. In addition, the expert system has been validated with a different customertypes.
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