Person:
Pedreño Santos, Ana

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First Name
Ana
Last Name
Pedreño Santos
URI
https://hdl.handle.net/20.500.14352/74771
Affiliation
Universidad Complutense de Madrid
Faculty / Institute
Ciencias Económicas y Empresariales
Department
Marketing
Area
Comercialización e Investigación de Mercados
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Author: Pedreño Santos, Ana × Subject: L96 ×

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    A model to obtain a SERVPERF scale evaluation of the CRM customer complaints: an application to the 4G telecommunications sector
    (Technological and Economic Development of Economy, 2017) Carrasco González, Ramón Alberto; Blasco López, María Francisca; García De Madariaga Miranda, Jesús; Pedreño Santos, Ana; Herrera- Viedma, Enrique
    The relationship between customer churn and their complaints is sufficiently contrasted in the telecom sector. Therefore, a key part of a company’s strategy is the measurement of this dissatisfaction. It is important to conduct periodic surveys on complaints in a standard form like the SERVPERF scale because it enables the organization to benchmark. Many of these complaints are stored in the company’s CRM. Our first aim is to define a model to transform CRM customer complaints, expressed in natural language, into SERVPERF scales. In the proposed model, we use the 2-tuple model, which allows computing this linguistic data without losing information. Our second purpose is to implement a prototype to apply the model in a 4G Company. As a practical conclusion, most complaints in this emerging technology (which still has some deficiencies) are related to technical aspects of the services rather than to staff.