Describing Customer Loyalty to Spanish Petrol Stations Through Rule Extraction

摘要: Globalization and deregulation are modifying the competitive framework in majority of economic sectors and, as a result, many companies changing their commercial model to focus on preservation existing customers. Understanding customer loyalty therefore represents an element advantage. In this brief paper, we investigate Spanish petrol station market, according satisfaction switching barriers constructs. Satisfaction behavioural intentions analysed within classification using Bayesian neural networks. The necessary interpretability actionability results is achieved through use feature selection process embedded network training novel rule extraction method.