Affiliations: [a] Faculty of Business and Management, Universiti Sultan Zainal Abidin (UniSZA), Malaysia
| [b] Intelligent Prognostic Private Limited, India
| [c] BEARS, University town, NUS Campus, Singapore
| [d] Muhammad Ali Jinnah University Karachi, Pakistan
| [e] Karakoram International University, Gilgit Pakistan
Abstract: The purpose of this study was to examine the relationship of relationship benefit and commitment in developing customer loyalty first and then to develop the intelligent model to predict the customer loyalty. Survey methodology was used to gather data from three different service sectors based on the classification by Bowen. A sample of 600 customers and responses were collected randomly from the front desk of services. Regression analysis by Using SPSS 20 was applied to analyze the data collected. The findings of the study revealed that relationship benefit and commitment had direct positive influence on customer loyalty. Furthermore the commitment of customer towards an organization is instrumental in developing loyalty. After performing the advance data analytics, ANN model was developed to predict the loyalty, which can be utilized to prepare the further directions and road map for service industry. Obtained results reveals that proposed machine intelligence approach is very useful for service industry for short-term as well long-term future planning.
Keywords: Relationship benefit (RB), customer loyalty (CL), confidence benefit (CB), special treatment benefit (STB), social benefit (SB), affective commitment (AC), normative commitment
(NC) and calculative commitment CC, ANN
