Hybrid cluster analysis of customer segmentation of sea transportation users

Authors

  • Bambang Eka Cahyana Faculty of Administrative Sciences, Universitas Brawijaya, Malang, Indonesia
  • Umar Nimran Faculty of Administrative Sciences, Universitas Brawijaya, Malang, Indonesia
  • Hamidah Nayati i Utami Faculty of Administrative Sciences, Universitas Brawijaya, Malang, Indonesia
  • Mohammad Iqbal Faculty of Administrative Sciences, Universitas Brawijaya, Malang, Indonesia

Keywords:

Hybrid cluster analysis, PT pelindo I, Customer satisfaction, Sea transportation users

Abstract

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.

DOI:  https://doi.org/10.1108/JEFAS-07-2019-0126

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Published

2020-12-01

How to Cite

Cahyana, B. E. ., Nimran, U. ., Utami, H. N. i, & Iqbal, M. . (2020). Hybrid cluster analysis of customer segmentation of sea transportation users. Journal of Economics, Finance and Administrative Science, 25(50), 321–337. Retrieved from https://revistas.esan.edu.pe/index.php/jefas/article/view/46

Issue

Vol. 25 No. 50 (2020): July-December

Section

Artículos

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