Aplicação da mineração de dados na extração de informação sobre os fatores influenciadores da satisfação do cliente

Abstract

The growing number of internet users has created new marketing channels. Traditional distribution has evolved into the electronic environment so, with its development, many companies have had to develop new strategies to win customers and retain existing ones and the satisfaction of e-commerce users has become a determining factor of success for industry associations . Customer attitudes have changed, they are more connected and have greater purchasing decision power, which is why the quality of service is assessed by different factors before making a transaction. The present work uses the Knowledge Discovery process in the Database, in order to analyze the factors with the greatest influence on consumer satisfaction. The evaluations by consumers of an electronic commerce linked to the characteristics of the purchase identifying each one of them. In its execution, a research addresses, in a detailed way, the completion of the steps of Data Mining. It was found that the factors that most led to the assessment by customers were related to delivery and savings. Data analysis seeks to highlight the requirements necessary to satisfy virtual consumers, in order to reveal points with the need for improvements and thus differentiate the company.