JEFAS Vol. 25 Nº 50 (2020)

URI permanente para esta colecciónhttps://hdl.handle.net/20.500.12640/4138

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    Hybrid cluster analysis of customer segmentation of sea transportation users
    (Universidad ESAN. ESAN Ediciones, 2020-12-01) Cahyana, Bambang Eka; Nimran, Umar; Utami, Hamidah Nayati i; Iqbal, Mohammad
    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. Design/methodology/approach: Hybrid cluster analysis is a combination of hierarchical and nonhierarchical 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. Findings: 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/value: In total, 117 customers of PT Pelindo I were involved in a study using the nonprobability sampling method.