A New Model for Integrating Phases of Decision-Making and Knowledge Base for Improving Customer Satisfaction

Abstract

Knowledge base is becoming a key factor within organisations, since it can maximise the probability and impact of customer satisfaction in, for example, an airline company. Therefore, phases of decision-making and knowledge base are widely used in airline companies to improve the degree of customer satisfaction. The objective of this paper is to develop a customer satisfaction model by integrating the phases of decision-making and knowledge base of Royal Jordanian Airlines. The data collection for this study is achieved quantitatively through a survey based on a sample set of 130. All individuals in the sample are employed by Royal Jordanian Airlines and are targeted with questionnaires, while the smart partial least squares (PLSs) technique is employed to analytically test each hypothesis. The results of the study find a positive interaction between the decision-making phases of intelligence and design in enhancing customer satisfaction, which is fully mediated by knowledge base. In addition, the results find a positive interaction between the decision-making phases of choice and implementation in enhancing customer satisfaction, which is partially mediated by knowledge base.