Attention-based deep learning model to improving multi-criteria decision-making for customer loyalty

Mahtab Bayat, Nadia Bayat, Somaye Honari
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Abstract

Understanding the factors that influence product loyalty is crucial for businesses to effectively attract and retain customers. This study suggests a novel approach to assess the importance and weight of criteria that lead to product loyalty by considering the Halo effect in customer decision-making. The suggested method utilizes an attention-based deep learning model to analyze customer feedback collected through the Net Promoter Score (NPS) scale, incorporating the insights of a large number of customers. The proposed method overcomes the limitations of traditional methods that rely on expert judgments or data mining, providing a more comprehensive and customer-centric perspective. By considering the Halo effect, which can lead to biased perceptions of product features, the method offers a more accurate assessment of criteria weights and their impact on product loyalty. A case study focusing on mobile phone selection and loyalty is conducted to explain the applicability and efficiency of the suggested method. The outcomes are compared with the NPS index and several common multi-criteria decision-making (MCDM) techniques. The findings highlight the superiority of the suggested method in capturing the complex relationships between criteria and product loyalty, surpassing the limitations of expert-based approaches and outperforming traditional MCDM methods. The suggested technique provides valuable insights for companies seeking to enhance customer loyalty and optimize product development strategies. However, it is important to acknowledge limitations related to the reliance on customer feedback and the contextual specificity of the results.
基于注意力的深度学习模型改进客户忠诚度多准则决策
了解影响产品忠诚度的因素对企业有效吸引和留住客户至关重要。本研究提出了一种新的方法来评估的重要性和权重的标准,导致产品的忠诚度,考虑在客户决策的光环效应。该方法利用基于注意力的深度学习模型来分析通过净推荐值(NPS)量表收集的客户反馈,并结合大量客户的见解。该方法克服了传统方法依赖专家判断或数据挖掘的局限性,提供了更全面和以客户为中心的视角。通过考虑光环效应,这可能导致对产品特性的偏见看法,该方法提供了一个更准确的评估标准权重及其对产品忠诚度的影响。以手机选择和忠诚度为研究对象,说明本文方法的适用性和有效性。结果与NPS指数和几种常见的多准则决策(MCDM)技术进行了比较。研究结果强调了所建议的方法在捕捉标准和产品忠诚度之间的复杂关系方面的优越性,超越了基于专家的方法的局限性,并优于传统的MCDM方法。建议的技术为寻求提高客户忠诚度和优化产品开发策略的公司提供了有价值的见解。然而,重要的是要承认与依赖客户反馈和结果的上下文特异性相关的局限性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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