Customer Satisfaction Data Analysis Based on BP ANN

One of the most important benefits of ANN (artificial neural networks) is the free of the restrictions of the classic statistical techniques. Some literatures points to several limitations in multiple regressions that are overcome by ANN. This paper demonstrates the usefulness of ANN in customer satisfaction analysis and compares ANN and regression, based on data from a China company customer satisfaction survey. Based on the results of this study, there is sufficient evidence to suggest that the application of ANN in customer satisfaction analysis is useful in identifying existing patterns in the data, and synergies between the drivers of satisfaction. The advantages of using ANN are highlighted and the managerial implications of ANN to identify the key drivers and set priorities for improvements are demonstrated.