What is Crisp Clustering

This chapter presents a study of the development of the clustering methodology to data analysis, with particular attention to the analysis from a crisp environment to a fuzzy environment. An applied problem concerning service quality (using SERVQUAL) of mobile phone users, and subsequent loyalty and satisfaction forms the data set to demonstrate the clustering issue. Following details on both the crisp k-means and fuzzy c-means clustering techniques, comparable results from their analysis are shown, on a subset of data, to enable both graphical and statistical elucidation. Fuzzy c-means is then employed on the full SERVQUAL dimensions, and the established results interpreted before tested on external variables, namely the level of loyalty and satisfaction across the different clusters established.