%0 Journal Article
%A Carrasco González, Ramón Alberto
%A Blasco López, María Francisca
%A García De Madariaga Miranda, Jesús
%A Pedreño Santos, Ana
%A Herrera- Viedma, Enrique
%T A model to obtain a SERVPERF scale evaluation of the CRM customer complaints: an application to the 4G telecommunications sector
%D 2017
%@ 2029-4913
%U https://hdl.handle.net/20.500.14352/99530
%X 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.
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