147-151

• Qian, Feng
• Xu, Linwen

CRM, which aims to enhance the effectiveness and performance of the businesses by improving thecustomer satisfaction and loyalty, has now become a leading business strategy in highly competitive businessenvironment. The objective of this research is to improve customer satisfaction on product’s colors with the aid of theexpert system developed by the authors by using artificial neural networks. The expert system’s role is to capture theknowledge of the experts and the data from the customer requirements, and then, process the collected data and formthe appropriate rules for choosing product’s colors. In order to identify the hidden pattern of the customer’s needs, theartificial neural networks technique has been applied to classify the colors based upon a list of selected information.Moreover, the expert system has the capability to make decisions in ranking the scores of the colors presented in theselection. In addition, the expert system has been validated with a variety of customer types.

• Economics and Business

• Οικονομία
• Financial management
• Business management

expert system, artificial neural networks, customer relationship management, back propagation, customer satisfaction, decision support

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