Building the Customer Satisfaction Forecasting Model for Coffee Chain Stores: A View from Service Quality, Customer Value and Brand Equity

Abstract

This paper tries to propose an ANN model to predict the customer satisfaction for Taiwan’s coffee chain stores. To foreshadow our arguments and highlight our contribution, our findings confirm both the service quality, customer value, and brand equity are the three input variables, while customer satisfaction is the output variable for the model. Together, the comparison of the results from ANN and statistical techniques show the effectiveness of different forecasting models in this study. Our find points to that model based on the neural network can achieve better results than the statistical techniques.

Keywords: Service quality, Customer value, Brand equity, Customer satisfaction, Neural network.