Matching rule discovery using classification for product-service design

Abstract

Product-service design plays an important role in offering an optimal mix of product and accompanied service for the best customer experience and satisfaction. Previously, there are a number of design methods in literature that are focused at proposing the best combination of product and service package pertaining to customer requirements. However, the relationship between product and service elements from the perspective of customer demographics is less emphasized. In this study, we proposed a methodology to discover the matching relationship between product and service from the perspective of customer demographics. We detailed how a survey can be designed and conducted using openly available product and service information. A classification algorithm, C4.5, is applied to discover the possible product-service relationships. In order to showcase our approach, a case study of mobile phone choices and telecommunication services is presented. We have also discussed our results with some indication for future works.