Data mining models for prediction of customers’ satisfaction: The CART analysis

Abstract

Data mining is a powerful technology with great potential to help companies focus on the most important information in their data warehouses (Fayyad et al., 1996; Xu and Zhang, 2005). Data mining tools can predict future trends and behaviors, allowing businesses to make proactive, knowledge-driven decisions (Sharma et al., 2008). They scan databases for hidden patterns, finding predictive information that experts may miss because it lies outside their expectations. Technologies that have been developed in the area of data mining and knowledge discovery in databases became necessary because the traditional analysis of data has been insufficient for a very long time (Frawley et al., 1991).