UNDERSTANDING E-MARKETING SATISFACTION: A GA-BASED APPROACH

摘要：

　　Understanding e-marketing satisfaction is increasingly important for industrial business.However, customers preferences are changing and different customers have quite different requirements and psychometric features regarding e-marketing satisfaction.Current research generally failed to respond to these human factors when evaluating e-marketing satisfaction.Therefore, in this study, we proposed a genetic algorithm based approach to understand customer satisfaction and consumers psychometric reasons in order to capture the dynamic characteristics of e-marketing satisfaction.We further validated the approach through an empirical study.The results revealed that the approach could provide constructive suggestions to practitioners and researchers, help them develop customized marketing campaigns.The authors also discussed the theoretical and practical implications for industrial marketing.

关键词： E-marketing Customer Satisfaction Genetic Algorithm

作者: Jinxing Hao Rui Tang Rob Law

作者单位: School of Economics and Management, Beihang University, Beijing 100191, China School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hong Kong SAR, China

会议类型: 国际会议

会议名称: The 12th International Conference on Industrial Management(第十二届工业管理国际会议)

会议地点: 成都

会议语种:英文

页码: 373-378

在线出版日期: 2014-09-03（万方平台首次上网日期，不代表论文的发表时间）