LINEAR MODELLING AND OPTIMIZATION TO EVALUATE CUSTOMER SATISFACTION AND LOYALTY

In this study, a conceptual framework is postulated to mathematically evaluate and ascertain the hypothesised relationship that perceived value and interactivity has with customer dissatisfaction issues. Then, the relationship between customer satisfaction issues and loyalty and customer acquisition, will be tested to enhance customer satisfaction and loyalty. For the qualitative part of the research, an interview survey was conducted of 40 employees at the Fremantle port of Western Australia and the collected data was analysed using NVivo. In the second data collection phase, a survey questionnaire was distributed to 60 port customers. Using data envelopment analysis (DEA), the important and most important customers were selected from the sample. In the final stage, utilising linear modelling, a positive association between the variables was established. Our results illustrated that all of the antecedents and consequences of customer satisfaction issues positively affect the issues. All of the activities were conducted under i-CRM control.