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Social Network Analysis and Mining

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01-12-2023 | Original Article

One-to-one marketing management via customer complaint

Authors: Shawanluck Kunathikornkit, Intaka Piriyakul, Rapepun Piriyakul

Published in: Social Network Analysis and Mining | Issue 1/2023

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Abstract

The article delves into the transformative power of one-to-one marketing management in the financial services sector, focusing on customer complaints as a vital source of insight. It introduces the SERVQUAL scale and its five factors—tangibles, reliability, responsiveness, assurance, and empathy—as key metrics for service quality. The study emphasizes the importance of personalized marketing strategies to address individual customer needs effectively. By employing root set theory and advanced data analysis techniques, the research offers a comprehensive approach to identifying and resolving customer pain points, ultimately enhancing customer satisfaction and loyalty. The article also highlights the challenges and limitations of current methods, providing a novel framework for improving customer service in the digital age.

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Title: One-to-one marketing management via customer complaint
Authors: Shawanluck Kunathikornkit
Intaka Piriyakul
Rapepun Piriyakul
Publication date: 01-12-2023
Publisher: Springer Vienna
Published in: Social Network Analysis and Mining / Issue 1/2023
Print ISSN: 1869-5450
Electronic ISSN: 1869-5469
DOI: https://doi.org/10.1007/s13278-023-01082-z

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One-to-one marketing management via customer complaint

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