A Survey and Analysis on Customer Satisfaction of Bitter Melon Supplements

While the distributor concerned striving to provide quality product and service to achieve customer satisfaction with opportunities given by the rapidly developing supplement market and e-commerce, the sales of their bestselling health supplement, bitter melon supplement dropped. Research was conducted to discover the customer satisfaction level, customers’ latent profile, opinion, and perspectives towards their purchase of the bitter melon supplement. 130 random samples of data collected from a total of 600 customers approached via a questionnaire. The data were analyzed with exploratory data analysis, association rule mining, and text analysis. The result indicated that the customers are mostly satisfied but knowing the ineffectiveness of the supplement will increase the expected dissatisfaction of customer by 1.68 times. It is found that the customers were mainly chased away by the low effectiveness of the product instead of customer service. Male at age of 45 to 54 are suggested to be considered in customer segmentation with emphasis on the natural ingredient when increasing the product visibility. The findings suggested that the enhancement in product quality and lower price is necessary for repositioning in terms of product and price.