Visualization of Customer Satisfaction Linked to Behavior Using a Process-Based Web Questionnaire

Abstract

Advances in technology enable service providers to design diverse customer experiences. However, in the field of the hospitality and tourism industry where service providers and customers directly interact, there are issues in how to acquire, analyze and utilize individual evaluation data linked to customer experiences. Here, we propose a visualization method of customer evaluation based on customer satisfaction data linked to fragmented customer experiences, using a web-based questionnaire system that allows customers to describe the process of the customer experience by themselves. To evaluate the practical application, we constructed a prototypical environment that allows visual interaction using a business process modeling environment as an interface. In order to develop this system, we conducted a survey of customer experience regarding customer behavior by web questionnaire for service users. In this system, the linkage between the overall customer satisfaction and the partial satisfaction connected to each customer behavior are displayed visibly by applying a business process modeling tool. In the service industry, clarifying customer satisfaction in terms of customer behavior will lead to get fundamental data for the personalized/customized service.