The relationship between communication interface functions and customers' behavioral intentions under different relationship phases

Authors: Yi-Ching Hsieh; Cheng-Hsien Chen

Journal: Chia Da Management Review. Jun. 2007, 27(1): 33-55.

Keywords: Relationship Marketing; Communication Interface; Behavioral Intention; Relationship Phase

Abstract:
A popular Web site may receive hundreds of thousands of messages each day from site users. The most useful customer feedback consists of technical requests and complaints. In this research, we propose the WebOC software to classify a user’s feedback messages by using text-mining techniques and a support vector machine (SVM). Our software can filter the messages as complaints or other kinds of messages automatically and thus effectively increase the productivity of the customer service department and as well as customer satisfaction. In this research, we employ the p-control chart on the complaint scale to check the quality of the Web site services if this quality is lower than expected. We used a community Web site as our test case. The empirical results show that our ability to classify a message accurately (i.e., if a message is a complaint, the SVM recognizes it as a complaint) is over 83% (on average 89%). Also, the p-control chart has the ability to reflect a normal situation in real-time.