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首页> 外文期刊>Journal of global information management >Behavior Analysis of Customer Churn for a Customer Relationship System: An Empirical Case Study
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Behavior Analysis of Customer Churn for a Customer Relationship System: An Empirical Case Study

机译：客户关系系统的客户流失行为分析：一个案例研究

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This article describes how the bank industry in Taiwan must function in today's tough and fiercely competitive domestic credit card market and subdued global market. Banks are increasingly emphasizing the importance of retaining customers in order to sustain market share and remain profitable. This study proposes a new model which local banks can use to detect potential customer churn and provide an early warning indicator of problems that could lead to loss of customers. The model incorporates a customer relationship management database with a built-in time factor and applied temporal abstraction to represent data for a specific time period as defined by experts. Association rule mining is applied to analyze and detect abnormal customer behavior. The results of this article indicate that the system is relatively effective in detecting customer churn early on and thus helpful at assisting banks to address issues before they escalate. Furthermore, the tested rules are further scrutinized by experts to establish the relationship between the defined rules and management. This study provides an expert system for banks to assess the quality of their marketing campaigns and reestablish faltering customer relationships.
机译：本文介绍了台湾银行业如何在当今艰难而激烈的国内信用卡市场和疲弱的全球市场中运作。银行越来越强调保留客户以维持市场份额并保持盈利的重要性。这项研究提出了一种新模型，本地银行可以使用该模型来检测潜在的客户流失并提供可能导致客户流失的问题的预警指标。该模型整合了具有内置时间因素的客户关系管理数据库，并应用了时间抽象来表示专家定义的特定时间段内的数据。关联规则挖掘用于分析和检测异常客户行为。本文的结果表明，该系统在早期发现客户流失方面相对有效，因此有助于协助银行在问题升级之前解决问题。此外，专家还将对测试过的规则进行进一步审查，以建立所定义规则与管理之间的关系。这项研究为银行提供了一个专家系统，以评估其营销活动的质量并重建不稳定的客户关系。

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