Applying Data Mining to Classify Customer Satisfaction using C4.5 Algorithm Decision Tree

Abstract

Tight business competition demands business actors to make responsive, timely decisions to survive the uncertainty. Food business, especially cafes, has emerged as one of the most popular business types recently. One cafe concept that draws most customers' interest is modern concepts, friendly service, and affordable prices. Finn Coffee is one of the cafes providing a range of foods and beverages, especially coffee-based beverages. Customer satisfaction defines one's feelings when comparing performance. It denotes customer's responses to their satisfied needs. The term satisfaction itself is described as one's happy expression after receiving a quality product with affordable price and satisfying quality. The present study aimed to analyze cafe customer satisfaction using the C4.5 algorithm with predetermined criteria. Customer satisfaction was classified using C4.5. The algorithm displays the level of customer satisfaction based on the customers' response to the Google form distributed by the cafe employees/owner.