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Logistic regression to identify organisational opportunities in customer surveys using R

Author

Listed:
  • Kwartler, Ted

    (Professor, Harvard University Extension School)

Abstract

Historically, identifying specific focal points to improve the customer experience using information from customer surveys has proven to be difficult. The large quantity of responses and the nature of the responses themselves often do not translate into specific areas for improvement that have an impact on satisfaction. Using logistic regression, however, one can identify the impact on overall customer satisfaction of various survey responses. This practical paper demonstrates a method to analytically understand customer responses and create a compelling visualisation using the R programming language.

Suggested Citation

  • Kwartler, Ted, 2016. "Logistic regression to identify organisational opportunities in customer surveys using R," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 2(2), pages 133-143, June.
    • Handle: RePEc:aza:ama000:y:2016:v:2:i:2:p:133-143
    as

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    More about this item

    Keywords

    customer satisfaction; customer survey; market research; logistic regression; R programming;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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