Customer Satisfaction in the Digital Era: Exploring How Digital Service Providers Can Leverage Pre-existing Customer Data

Abstract: This thesis reviews common methods and theories for measuring customer satisfaction for companies offering digitized services, with a focus on first movers. Specifically, it is investigated whether these theories are compatible with data-science models using preexisting company data. To analyze this, a logistic regression analysis was made in order to assess the usability of customer satisfaction data, based on archive data received from a digital service in Sweden. The results led to a discussion regarding the disconnection between pre-existing data and conventional theories.