Intelligent Hierarchization of Service Elements Contributing to Overall Customer Satisfaction „Case of Air Algerie Customers”

Abstract

The present work is part of relational marketing, in particular consumer behavior in the field of service. Relationship marketing is based mainly on three pillars: quality, satisfaction, and loyalty. The choice of our conceptual model is based on an in-depth literature of previous studies, in view of the multiplicity of research work carried out in this field and the diversity of points of view of the researchers. The fundamental research question is: How to increase the level of customer satisfaction to retain them? The objective of this article is both to determine the explanatory dimensions of consumer satisfaction, but also to analyze their influence on overall consumer satisfaction. For this purpose, we have opted for the “FILTER” type attribute selection methods based on the “WEKA” programming environment. To this end, an empirical study was carried out. We employed quantitative methodology and data were analyzed by Structural Equation Models. The sample consisted of 242 customers of the airline “AIR ALGERIE”. The results obtained reveal to us what is hidden behind the overall customer satisfaction of this company. They also certify that the dimensions in question contribute differently to this satisfaction. Such results would help leaders to provide a double effort in order to bring real and effective improvements, but also to give more care to the relevant variables selected by the different methods applied. However, the results also revealed the importance of the service elements which contribute to overall customer satisfaction