CSIMG: A Visualization and Ranking Method for Corporate Management Issue Based on Customer Satisfaction Questionnaires

<p>Customer Satisfaction (CS) is an indicator of customer satisfaction with the services and products offered by a company, and improving CS is one of the most important issues for a company. However, it is not easy to find a way to improve CS. This is because services and products are evaluated from many axes, such as their quality, price, the way they are provided, the place where they are provided, and the satisfaction obtained when using them, and it is difficult to determine which of these evaluation axes should be solved in order to improve CS. The evaluation axes include total satisfaction, which is the answer to a question that asks about overall satisfaction with a company, such as “Over all satisfaction with this company,” and individual items, which are the answers to individual questions related to company satisfaction. There are existing methods called CS Portfolio Analysis and Importance-Performance Analysis (IPA) that calculate and visualize the correlation between overall satisfaction and the importance of individual items to it, and there are previous studies that have applied these methods to companies and specific domains. There are previous studies that have applied these methods to companies and specific domains. In this paper, we review the existing studies on CS Portfolio Analysis and IPA，and propose a method to visualize and rank the issues of introducing competitive elements in multiple companies by introducing the variation of individual satisfaction levels among companies in the same domain. The usefulness of the proposed visualization and issue ranking method is examined by comparing the accuracy of graph interpretation after visualization and the accuracy of issue priority order extraction with the baseline conventional method and the residual sum error considering the ranking, using the four industry 10-point Likert scale satisfaction data set of oricon ME Inc., a Japanese marketing and research company. The results show that this method is more useful than the conventional CS Portfolio Analysis for visualization and issue detection, because it can take into account not only the difference and ratio of satisfaction with the target organization but also the position of the target organization in relation to other companies within the same industries.</p>