Hybrid cluster analysis of customer segmentation of sea transportation users

• Autores: Cahyana, Bambang Eka, Nimran, Umar, Utami, Hamidah Nayati i, Iqbal, Mohammad
• Formato: artículo
• Fecha de Publicación: 2020
• Institución: Universidad ESAN
• Repositorio: Revistas - Universidad ESAN
• Lenguaje: inglés
• OAI Identifier: oai:ojs.pkp.sfu.ca:article/46
• Enlace del recurso: https://revistas.esan.edu.pe/index.php/jefas/article/view/46
• Nivel de acceso: acceso abierto
• Materia: Hybrid cluster analysis; PT pelindo I; Customer satisfaction; Sea transportation users

Purpose: The purpose of this study is to apply hybrid cluster analysis in classifying PT Pelindo I customers based on the level of customer satisfaction with passenger services of PT Pelindo I. Design/methodology/approach: Hybrid cluster analysis is a combination of hierarchical and nonhierarchical cluster analysis. This hybrid cluster analysis appears to optimize the advantages of hierarchical and non-hierarchical methods simultaneously to obtain optimal grouping. Hybrid cluster analysis itself has high flexibility because it can combine all hierarchical and non-hierarchical methods without any limits in the order of analysis used. Findings: The results showed that 72% of PT Pelindo I customers felt PT Pelindo I service was special, while the remaining 28% felt PT Pelindo I service was good. Originality/value: In total, 117 customers of PT Pelindo I were involved in a study using the nonprobability sampling method. DOI:  https://doi.org/10.1108/JEFAS-07-2019-0126