A fuzzy neural controller in marketting applications

Customer satisfaction measurement is an important part of marketing research in any organizations since it is the key to the formulation of customer value strategies and to the continuously improving implementation of these strategies. In this article, we present an application of fuzzy neural network for customer satisfaction. The structure of the network can be interpreted in terms of a fuzzy controller with back propagation learning. It is a feedforward multilayer network for input, ftazification. rule evaluation and defuzzification. The controller will measure customer satisfaction level for assessing advanced customer satisfaction strategies. Preliminary results are promising and have provided new paths for future research.