Serviceology for Services by Takeshi Takenaka & Spring Han & Chieko Minami

Author:Takeshi Takenaka & Spring Han & Chieko Minami
Language: eng
Format: epub
ISBN: 9789811531187
Publisher: Springer Singapore

1.2 Research Purpose and Objective

Here, the Web questionnaire method [50] is applied that can more easily analyze the reasons for evaluation linked to the actions of each customer in the service encounter. This will provide essential data that will contribute to the development of One-to-One marketing. In this paper, based on the data obtained from this Web questionnaire method, we construct exploratory hypotheses about customer loyalty based on the evaluations associated with each service behavior in the customer service experience and the viewpoints of the reasons. This will further expand the data maintenance, expansion, and verification of marketing theory related to customer loyalty based on the evaluation criteria and dynamic characteristics of each individual customer.

In addition, a simpler data management and analysis environment will be discussed based on the data. The first step required to solve the set research subject relates to the correction required to interpret the customer’s context for the existing web questionnaire. The second step is to conceptualize the automation of data analysis and the visual confirmation method of the results utilizing the acquired data. Due to current web questionnaires mainly use static analysis methods with pre-defined question items, it is difficult to adapt to the wide range of the customer’s criteria to their service provision automatically.

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