Measuring customer satisfaction with artificial neural networks and an application of retail consumers in Ankara

The concept of consumer satisfaction denotes the result of actions thatfirms implement to increase their actual profit and maintain their long termexistence. Principal fact that managers should emphasize is to pinpointconsumer expectations and to introduce product and services consistent withthese expectations. Consequently, firms carry out consumer satisfactionresearches.Significant reasons of consumer satisfaction oriented researches canbe cited as follows; to find out consumer necessities for best service delivery,to make amendments in products and processes according to the problemsreported by consumers, to determine the performances of rivalries from theperspective of consumers, to procure information about how consumersperceive values submitted to them, to designate consumer priorities and toobtain striking opinions about new product introductions from consumers.The outstanding part of measuring consumer satisfaction consists ofselecting the method of data gathering properly, designating a suitablemethod of measurement and objective evaluation of the results ofmeasurement. Merely in this way we can obtain results that can make addedvalue for firms.Nevertheless, there are a lot of methods that can be utilised tomeasure consumer satisfaction, recently the method of artificial neuralnetworks takes a cardinal place in marketing researches. These systems arestructures working inspired by the human brain. This system benefitsmarketing research by enabling the ground to attain more flexible andrealistic results.