Journal
INDUSTRIAL MANAGEMENT & DATA SYSTEMS
Volume 118, Issue 1, Pages 188-203Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IMDS-02-2017-0057
Keywords
Electronic commerce; Customer satisfaction; Recommendation system; Initiative decision
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Purpose - The purpose of this paper is to improve the customer satisfaction by offering online personalized recommendation system. Design/methodology/approach - By employing an innovative associative classification method, this paper is able to predict a customer's pleasure during the online while-recommending process. Consumers can make an active decision to recommended products. Based on customer's characteristics, a product will be recommended to the potential buyer if the model predicts that he/she will click to view the product. That is, he/she is satisfied with the recommended product. Finally, the feasibility of the proposed recommendation system is validated through a Taobao shop. Findings - The results of the experimental study clearly show that the online personalized recommendation system maximizes the customer's satisfaction during the online while-recommending process based on an innovative associative classification method on the basis of consumer initiative decision. Originality/value - Conventionally, customers are considered as passive recipients of the recommendation system. However, customers are tired of the recommendation system, and they can do nothing sometimes. This paper designs a new recommendation system on the basis of consumer initiative decision. The proposed recommendation system maximizes the customer's satisfaction during the online while-recommending process.
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