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customer retention: Behaviour Perspective Model of Ghanaian Telecommunication Industry Using Multinomial Regression Analysis

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Applied Mathematics 2022年第1期13卷 56-67页

作者： Nelson Doe Dzivor Frank B. K. Twenefour Emmanuel M. Baah Mathias Gyamfi Department of Applied Mathematics and Statistics Faculty of Applied Sciences Accra Technical University Accra Ghana Department of Mathematics Statistics and Actuarial Science Faculty of Applied Sciences Takoradi Technical University Takoradi Ghana

To stay competitive, the mobile telecommunication companies spend millions of Ghana cedi each year on building long-term relationships with their customers. Marketing managers are constantly challenged with the problem of where to channel the limited resources in order to retain existing customers. This study approaches the customer retention problem in the mobile phone sector from a behavioural perspective, applying the Behavioural Perspective Model as the main analytical framework and further exploits some other factors that influence customer retention. The model includes a set of pre-behaviour and post-behaviour factors to study consumer choice, and explains its relevant drivers in a viable and comprehensive way, grounded in radical behaviourism. Data for the analysis were collected from tertiary students from Accra and Takoradi. Data collected were analysed using the multinomial regression technique. Analysis of the data revealed that the Behaviour setting factor is the only significant element in Behaviour Perspective Model. Further exploitation of behaviour situation revealed that the number of networks a customer uses, previous experience of a customer and customer’s intention are significant factors in determining customer retention in Ghana’s mobile telecommunication industry.

关键词： Behavioural Perspective Model customer retention Ghana’s Mobile Telecommunication Industry Multinomial Regression Technique

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Optimal Deep Canonically Correlated Autoencoder-Enabled Prediction Model for customer Churn Prediction

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Computers, Materials & Continua 2022年第11期73卷 3757-3769页

作者： Olfat M.Mirza GJose Moses R.Rajender E.Laxmi Lydia Seifedine Kadry Cheadchai Me-Ead Orawit Thinnukool Department of Computer Science College of Computers and Information SystemsUmm Al-Qura UniversityMakkahSaudi Arabia Department of Computer Science Engineering Malla Reddy Engineering College500100India Department of Computer Science Engineering Lendi Institute of Engineering&TechnologyDenkada535005India Department of Computer Science and Engineering Vignan’s Institute of Information TechnologyVisakhapatnam530049India Department of Applied Data Science Noroff University CollegeNorway Program in Statistics and Information Management Faculty of ScienceMaejo UniversityChiang Mai50290Thailand Department of Modern Management and Information Technology College of Arts Media and TechnologyChiang Mai UniversityChiang Mai50200Thailand

Presently,customer retention is essential for reducing customer churn in telecommunication *** churn prediction(CCP)is important to predict the possibility of customer retention in the quality of *** risks of customer churn also get essential,the rise of machine learning(ML)models can be employed to investigate the characteristics of customer ***,deep learning(DL)models help in prediction of the customer behavior based characteristic *** the DL models necessitate hyperparameter modelling and effort,the process is difficult for research communities and business *** this view,this study designs an optimal deep canonically correlated autoencoder based prediction(ODCCAEP)model for competitive customer dependent application *** addition,the O-DCCAEP method purposes for determining the churning nature of the *** O-DCCAEP technique encompasses preprocessing,classification,and hyperparameter ***,the DCCAE model is employed to classify the churners or ***,the hyperparameter optimization of the DCCAE technique occurs utilizing the deer hunting optimization algorithm(DHOA).The experimental evaluation of the O-DCCAEP technique is carried out against an own dataset and the outcomes highlighted the betterment of the presented O-DCCAEP approach on existing approaches.

关键词： Churn prediction customer retention deep learning machine learning archimedes optimization algorithm

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影响顾客保持意愿的前置因素及关系研究

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市场营销（理论版） 2008年第2期 69-75页

作者：万映红申杨

本文旨在辨析顾客保持决策的前置因素及其作用于保持意愿的关系强度。研究以顾客“去留”决策为切入点，对顾客价值与顾客满意，顾客转换成本与转换壁垒，顾客忠诚与顾客保持研究进行概念综述基础上，提出了顾客保持意愿的前置因素构成... 详细信息

本文旨在辨析顾客保持决策的前置因素及其作用于保持意愿的关系强度。研究以顾客“去留”决策为切入点，对顾客价值与顾客满意，顾客转换成本与转换壁垒，顾客忠诚与顾客保持研究进行概念综述基础上，提出了顾客保持意愿的前置因素构成关系，及其作用于保持意愿的关系模型。并以移动通信服务顾客调查数据，分别对满意度、转换壁垒和保持意愿的维度及评测项进行探索性因子分析和萃取，应用LISREL对移动通信顾客保持意愿的前置因素关系模型实证检验。得到的研究方法和研究结论，将为后续顾客保持模式研究奠定基础。

关键词：保持意愿满意度转换壁垒移动通信 customer retention customer satisfaction customer switching barrier mobile communication

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Marketing Strategy Analysis of Swiss Butchery

Marketing Strategy Analysis of Swiss Butchery

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作者： Jonathan Boom 上海财经大学

学位级别：硕士

The commissioning company for this advisory report is Swiss Butchery,a Shanghai-based butchery store chain active in *** company was founded in 2015 and its core business activity is retailing a focused range of high-quality imported and local food products,with a focus on fresh and home-made and processed *** aim of the company is ’to bring a world-class meat experience,that is comparable or better than home.’The company operates 4 brick-and-mortar stores and an online store,is in complete control of its sourcing chain and has its own production *** company aims to further introduce the Chinese market to high-quality imported meat products and Western-style cooking by offering a deepened variety of high-quality fresh *** company has seen successful business amongst expat consumers and now intends to adapt its strategy to more accurately cater to local *** advisory report is guided by the following research question:“What strategic changes does Swiss Butchery need to make to their market positioning,product portfolio and business operations to better target,attract and retain local（Chinese）customers?" In order to gather the data required to answer the main research question,an external analysis,consumer needs analysis and internal analysis have been *** outcomes of this advisory report are based on both desk-and field research,conducted through qualitative and quantitative research ***,to outline the position of food retailers in the Chinese market in regard to consumer behavior,product portfolio and brand image,an external analysis has been *** external analysis focused on the food retail industry,which is home to a strong degree of *** creates a highrisk and high-reward *** market is seen to become increasingly difficult in regards to customer loyalty and requires a strong focus on keeping up with the ***,the market holds a large compound annual growth ra

关键词： Marketing Strategy customer Engagement customer retention Promotion customer Profiling Import Store Export Switzerland

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基于依恋理论的消费者与网络商店关系持续机制探究

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市场营销（理论版） 2015年第7期 53-62页

作者：姜岩董大海

伴随网络购物的蓬勃发展，拥有充分选择权的消费者却常常对特定的网络商店情有独钟。是缺乏转换的动机还是惰性使然？文章将依恋理论的应用拓展到B2C互联网购物情境，从新视角阐释了消费者为何会形成网店偏爱并与之维系持久关系的动因... 详细信息

伴随网络购物的蓬勃发展，拥有充分选择权的消费者却常常对特定的网络商店情有独钟。是缺乏转换的动机还是惰性使然？文章将依恋理论的应用拓展到B2C互联网购物情境，从新视角阐释了消费者为何会形成网店偏爱并与之维系持久关系的动因；构建并检验了网店方便性、娱乐性、社群感和顾客导向性为前因变量，网店依恋为中间变量，关系质量为结果变量的理论模型，系统探查了网店依恋的前因与后果；考察并证实了消费者依恋焦虑水平是网店依恋与关系质量之间的调节变量，揭示了网店依恋与关系质量之间因果关系的条件性；从理论上回答了消费者网店依恋的根源问题，为网络企业投资决策建立与消费者的情感联结，制定有效的顾客保留策略提供了有益指导。

关键词：依恋理论网络商店关系持续关系质量顾客保留 attachment theory online shop relationship continuance relationship quality customer retention

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关系收益对顾客保持的影响研究

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市场营销（理论版） 2010年第4期

作者：赵延昇徐韬

文章以关系收益和顾客保持为切入点，旨在研究关系营销投入与产出的关系，将关系收益分为经济收益、社会收益和心理收益，并构建了以关系收益为前因、承诺和信任为媒介、顾客保持为结果的结构方程模型。针对消费者市场的实证数据分析结... 详细信息

文章以关系收益和顾客保持为切入点，旨在研究关系营销投入与产出的关系，将关系收益分为经济收益、社会收益和心理收益，并构建了以关系收益为前因、承诺和信任为媒介、顾客保持为结果的结构方程模型。针对消费者市场的实证数据分析结果表明，经济收益对承诺影响显著，社会收益对信任影响显著，心理收益对承诺和信任影响均比较显著。另外，承诺和信任对顾客保持以及信任对承诺都有显著的影响。最后，根据理论框架和研究结果提出相关建议和未来研究方向。

关键词：关系营销关系收益承诺信任顾客保持 relationship marketing relationship benefit commitment trust customer retention

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互联网交互策略对顾客保留的影响机制

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市场营销（理论版） 2019年第2期

作者：张成君崔兴文王建国

从消费者视角出发，以零售商品牌体验作为中介变量，构建了实体零售商的互联网交互策略影响顾客保留行为的理论模型并进行了实证分析。研究表明：顾客感知实体零售商的互联网交互性对顾客保留行为存在直接影响；顾客对零售企业的品牌体... 详细信息

从消费者视角出发，以零售商品牌体验作为中介变量，构建了实体零售商的互联网交互策略影响顾客保留行为的理论模型并进行了实证分析。研究表明：顾客感知实体零售商的互联网交互性对顾客保留行为存在直接影响；顾客对零售企业的品牌体验在互联网交互策略与顾客保留之间起到总体中介效应，其中功能体验和情感体验中介效应显著，但社交体验中介作用不明显；情感体验对感知互联网交互性和影响顾客保留的中介作用明显大于功能体验和社交体验。

关键词：互联网交互性顾客保留品牌体验实体零售 network interactivity customer retention brand experience physical retail

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