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Journal of Economics, Finance and Administrative Science
versão impressa ISSN 2077-1886
Resumo
EKA CAHYANA, Bambang; NIMRAN, Umar; NAYATI UTAMI, Hamidah e IQBAL, Mohammad. Hybrid Cluster Analysis of customer segmentation of sea transportation users. Journal of Economics, Finance and Administrative Science [online]. 2020, vol.25, n.50, pp.321-338. ISSN 2077-1886. http://dx.doi.org/10.1108/jefas-07-2019-0126.
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.
Method:
Hybrid cluster analysis is a combination of hierarchical and non-hierarchical 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.
Finding:
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:
117 customers of PT Pelindo I were involved in a study using the Non-Probability Sampling method.
Palavras-chave : Hybrid Cluster Analysis; PT Pelindo I; Customer satisfaction; Customer segmentation; Sea transportation users.
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