Spatial-CustSat: An opensource package for customer satisfaction analysis in GIS environment

Abstract

“Spatial-CustSat” is a GIS-based package that includes three models aiming to extent customer satisfaction (CS) analysis to the spatial context using MUlticriteria Satisfaction Analysis (MUSA) methods. The first two models use spatial datasets to perform the $k$-means algorithm and create homogeneous customer zones (clusters). The distinction between the two lies in the method of declaring the number of clusters. Supported by the MUSA method, CS analysis allows the identification of areas where the company's strengths and weaknesses lie. The latter model supports the implementation of CS benchmarking analysis for companies with store networks. Based on Walter's theory that customers shop at the nearest store, it identifies the service area of each store and implements the MUSAplus method. This option enables comparative performance analysis of the stores under evaluation.