Hybrid cluster analysis of customer segmentation of sea transportation users
Purpose – The purpose of this study is to apply hybrid cluster analysis in classifying PT Pelindo I customers based on the level of customer satisfaction with passenger services of PT Pelindo I. Design/methodology/approach – Hybrid cluster analysis is a combination of hierarchical and non-hierarchic...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2020-12-01
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| Series: | Journal of Economics Finance and Administrative Science |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/JEFAS-07-2019-0126/full/pdf?title=hybrid-cluster-analysis-of-customer-segmentation-of-sea-transportation-users |
| Summary: | Purpose – The purpose of this study is to apply hybrid cluster analysis in classifying PT Pelindo I customers based on the level of customer satisfaction with passenger services of PT Pelindo I. Design/methodology/approach – Hybrid cluster analysis is a combination of hierarchical and non-hierarchical cluster analysis. This hybrid cluster analysis appears to optimize the advantages of hierarchical and non-hierarchical methods simultaneously to obtain optimal grouping. Hybrid cluster analysis itself has high flexibility because it can combine all hierarchical and non-hierarchical methods without any limits in the order of analysis used. Findings – The results showed that 72% of PT Pelindo I customers felt PT Pelindo I service was special, while the remaining 28% felt PT Pelindo I service was good. Originality/value – In total, 117 customers of PT Pelindo I were involved in a study using the non-probability sampling method. |
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| ISSN: | 2077-1886 2218-0648 |